Understanding Surveys using Highlight Tables
Surveys on topics such as customer satisfaction are rich with qualitative data, but analysis often requires quantitative comparisons, aggregation, etcetera. Steve Wexler, Director of Research at the eLearning Guild, discusses how some straightforward techniques in Tableau lead to "visualizations that people can grok from the back of a conference room."
The first samples of customer survey results that Steve demonstrated used stacked bar charts to reveal the proportion of responses in each of the categories, such as "Disagree" or "Strongly Agree". Sorting the data on one of the categories could reveal strong customer preference across a range of products, for example. However overall customer satisfaction should take into account all categories, and stacked bar charts made the remaining categories difficult to visually compare. The root of this problem is the qualitative nature of the data.
Steve tackled this challenge by building calculated fields to convert responses into quantitative values on a 0-5 scale, known as a Likert scale. This allows for aggregation such as averages to measure responses across a range of questions. To demonstrate this, Steve showed results from the eLearning Guild research which compared corporate plans / progress in developing mobile learning platforms versus these corporations' opinions of the value of mobile learning.
To render this in a way that could be grokked from a distance, Steve turned to a data visualization known as highlight tables. Like heatmaps applied to textual tables, highlight tables quickly identify the magnitude of values in each cell. While one dimension separates responses to each question, the second dimension of the table could be used in many ways: for example to aggregate responses by company size, by mobile platform preference, or by the company's plans for mobile learning. In interacting with the audience, Steve demonstrated that the survey response trends and correlations are clearly visible.
관련 스토리
블로그 구독
Tableau에서는 날마다 데이터, 분석 및 비주얼리제이션에 관한 흥미로운 소식을 찾고 있습니다. 블로그에서 그러한 소식을 공유하는 것은 사람들이 자신의 데이터를 보고 이해할 수 있도록 지원한다는 Tableau의 사명에서 매우 중요한 부분입니다. Tableau를 더 효과적으로 사용하는 요령부터 사람들이 일상에서 데이터 관련 문제를 어떻게 해결하는지 모두 찾아볼 수 있는 Tableau 블로그는 데이터 애호가들을 위한 곳입니다.