A review of frequently overlooked best practices for graphs
Abstract
A review of graphs in several marketing analytics journals revealed a great variety in quality. Many were excellent, but others contained graphical mistakes and best practices were frequently not followed. This paper points out common mistakes and suggests easy-to-implement changes to improve understanding and communication of the data.
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Author's Biography
Naomi B. Robbins is a consultant and seminar leader who specialises in the graphical display of data. She trains employees of corporations and organisations in the effective presentation of data. She also reviews documents and presentations for clients, suggesting improvements or alternative presentations as appropriate. She is the author of ‘Creating More Effective Graphs’ (Chart House, 2013; first published John Wiley, 2005) and blogged for Forbes at http://www.forbes.com/sites/naomirobbins/. Dr Robbins received her PhD in mathematical statistics from Columbia University, her MA from Cornell University and her AB from Bryn Mawr College. She had a long career at Bell Laboratories before forming NBR, her consulting practice. Naomi is the chair of the Statistical Graphics Section of the American Statistical Association, the organiser of the Data Visualization New York Meetup, and is active in other professional organisations.
Joyce Robbins specialises in the communication of social data, with expertise in both quantitative and qualitative methods. She received her PhD in sociology from Columbia University, her MA in sociology and anthropology from Tel Aviv University and her BSE in civil engineering and operations research from Princeton University.
Citation
Robbins, Naomi B. and Robbins, Joyce (2015, October 1). A review of frequently overlooked best practices for graphs. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 1, Issue 4. https://doi.org/10.69554/ZZZW7758.
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