1. Business Communication, 15e
BCOM Chapter 11
Chapter 11 Lecture Slides
Managing Data and
Using Graphics
Business Communication, 15e
Lehman and DuFrene

2. Communicate quantitative information effectively.
Learning Objective 1
Communicate quantitative information effectively. 1

3. Communicating Quantitative Information
BCOM Chapter 11
Communicating Quantitative Information
Classify, summarize, and condense data into manageable size
Make information meaningful to audience — why should receiver care
Use common language or common denominators to reduce difficult figures 1

4. Common Language
Common language reduces difficult figures to the “common denominators” of language and ideas.
Examples: Fractions, ratios and percentages 1

5. % 1/4 Communicate Clearly Convert numbers to percentages
BCOM Chapter 11
Communicate Clearly
Convert numbers to percentages
Round off statistics to fractions %
1/4
4. 75% 1

6. Learning Objective 2
Apply principles of effectiveness and ethical responsibilities in the construction of graphic aids. 2

7. Using Graphics Effectively and Ethically
BCOM Chapter 11
Using Graphics Effectively and Ethically
A graphic should . . .
Contribute to overall meaning
Reinforce and supplement written or spoken words
Communicate ideas that cannot be conveyed effectively in written form
Have a simple, effective design that is easy to understand
Depict information honestly 2

8. Chartjunk
This term, coined by design expert Edward Tufte, describes decorative distractions that bury relevant data.
Extreme use of color, complicated symbols and art techniques, and unusual combinations of typefaces reduce the impact of the material presented. 2

9. Learning Objective 3 Select and design appropriate
and meaningful graphics. 3

10. Types of Graphic Aids Bar charts Tables Line charts Flow charts
BCOM Chapter 11
Bar charts
Tables
Line charts
Flow charts
Pie charts
Maps 3

11. Preparing Effective Tables
BCOM Chapter 11
Preparing Effective Tables
Number tables consecutively
Use complete titles to clarify what is included
Label columns clearly
Indent second line of row labels
Place superscript beside entry that needs explanatory note
Document source of data with source note 3

12. Preparing Effective Line Charts
BCOM Chapter 11
Preparing Effective Line Charts
Use vertical axis for amount and horizontal axis for time
Begin vertical axis at zero
Divide axes into equal increments 3

13. Effective Multiple Line Chart
BCOM Chapter 11
Effective Multiple Line Chart 3

14. Preparing Effective Bar Charts
BCOM Chapter 11
Preparing Effective Bar Charts
Begin quantitative axis at zero, divide the bars equally, and make them the same width
Position chronologically
Use color variations to distinguish among bars of different data
Avoid 3D formatting
Include complete info for scale and bar labels 3

15. © 2009 Cengage Learning. All rights reserved.
BCOM Chapter 11
Ineffective Bar Chart
Production for Cutshall Enterprises 3
© 2009 Cengage Learning. All rights reserved.

16. BCOM Chapter 11
Types of Bar Charts
Grouped bar chart — used to compare more than one quantity
Segmented bar chart — used to show how components contribute to a total figure
Pictogram — uses images to illustrate numerical relationships 3

17. Effective Bar Chart 3 BCOM Chapter 11
© 2009 Cengage Learning. All rights reserved.

18. Effective Grouped Bar Chart
BCOM Chapter 11
Effective Grouped Bar Chart 3

19. Effective Segmented Bar Chart3

20. Effective Pictogram 3

21. Preparing Effective Pie Charts
BCOM Chapter 11
Preparing Effective Pie Charts
Position largest or most important slice in 12 o’clock position
Label each slice and include info about quantitative size
Draw attention to one or more slices for desired emphasis
Avoid 3D formatting 3

22. © 2009 Cengage Learning. All rights reserved.
BCOM Chapter 11
Ineffective Pie Chart
Percentage of City Tax Dollars Spent 3
© 2009 Cengage Learning. All rights reserved.

23. Effective Pie Chart 3

24. Profile of Online Customers By Age, 3rd Quarter, 2008
BCOM Chapter 11
Effective Pie Chart
Profile of Online Customers By Age, 3rd Quarter, 2008 3
© 2009 Cengage Learning. All rights reserved.

25. Integrate graphics within documents.
Learning Objective 4
Integrate graphics within documents. 4

26. BCOM Chapter 11
Using Graphics in Text
Introduce graphic, show it, then interpret and analyze
When possible, position graphic immediately following text introducing it
Avoid only restating what graphic shows; instead, interpret based on audience interest 4

27. Incorporating text in graphics
The Pattern… 1 2 3
Introduce
Show
Interpret and Analyze 4

28. When Labeling Graphics…
Label each item as a “Figure” followed by a number; then number the items consecutively.
Organizing tables, graphs, maps, and even photographs is easier and writing about the illustrations will be more effective. 4

29. In Class Assignment
Prepare a table to show the Total Revenue Nashville Sports Connection earned from membership fees for a fiscal period. Fees were collected by type of membership; single, $25; double, $40; family (3+ members), $50; corporate, $22.50; senior, $20.
Nashville Sports Connection has 1,439 single memberships, 642 double, 543 family, 3,465 corporate, and 786 senior memberships.

30. In Class Assignment Results