Presenting & evaluating: presenting findings (MR, unit 11)

Tables, bar charts, line graphs, pie charts, flow diagrams, pictograms, product positioning maps

TABLES

• Easier to understand large amounts of data, simple way of presenting numerical information.
• Must be clearly labelled, numbers should be right aligned with comma for 1,000s. If appropriate need subtotals and right-hand total column for comparison. Total figure at the bottom of each column).
• Usually better to have long thin table as easier to read across short lines but it's easier to compare across rows than down columns (so sometimes longer is more appropriate).
• Two-dimensional (rows & columns), can only show two variables

LINE GRAPHS

• Usually used to illustrate trends over time. Conventional to show time on the horizontal axis.
• Can show multiple variables or trends by using different colours of symbols at the plotted points.
• Important to consider vertical axis scale, should be just large enough to tell with reasonable accuracy.

BAR CHARTS
Common, each bar represents different item, height differs. Vertical or horizontal presentation possible.

• Vertical - if showing trends over time
• Horizontal - if showing differences at a single point in time (e.g. figures at end 2005)

PIE CHARTS - shows relative size of things that make up a total.
Most effective where number of slices small enough for easy analysis.

FLOW CHARTS (AND OTHERS) - present information that involves a series of steps or relationships between items.

• Consistency (flow: yes downwards, no to right). Connecting lines minimal and never cross. Labels brief.

Organisation chart
Pictogram: data represented by picture. Often used on TV as simple and appealing. Not appropriate if need to give precise figures.

PRODUCT POSITIONING MAPS

• Really form of scatter diagram.
• Two key product attributes (e.g. speed & size) taken and competing products graded to fit in between.