COLLEGE OF COMPUTING , INFORMATICS AND MEDIA

UITM SHAH ALAM

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DATA REPRESENTATION AND REPORTING TECHNIQUES

ASSIGNMENT 1
(INDIVIDUAL)

NAME STUDENT ID
KHAIRUL AMRI BIN MAZLAN 2021619556

PREPARED FOR:
SIR AHMAD TAUFIQ BIN HAJI MOHAMAD

SUBMISSION DATE:
8TH MAY 2023

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QUESTION 1

Data visualisation is an implementation of techniques that make use of visual objects

representation. It is used to help people understand clearly and efficiently the significance of
data. Some examples of visual objects include tables, charts, and graphs.

Data visualisation is crucial because it enables complex data to be communicated in a

much simpler and intuitive way. Data such as market research findings and statistical analysis
can be presented to a wider range of audiences in an engaging manner, which in turn will
increase the likelihood of engagement and understanding among audiences.

Other than that, it offers a strong tool for information analysis. Finding patterns,
trends, and connections between data is facilitated by the visual presentation of the data.
Hence, making strategic decisions will be simpler based on insights obtained from the data.

QUESTION 2

a) Businesses strive for customer’s satisfaction and service quality as they provide the
opportunity for the business to run, improve, and make profit, while also building
relationships with customers to create customer’s loyalty. In this case study, data were
collected in Company X, situated in Etelä-Karjala region, mostly targeted towards
Russian tourists. The questionnaires were handed out in the market during customer
visits or sent via e-mail to both female and male shoppers. The research was set to dig
into customer’s satisfaction level according to quality of service provided by the
company, how do customers perceive the company’s service quality and if customer’s
satisfaction level is sufficient to attract future customers and keep those who have
been loyal to the company previously. This study will help to improve the service
quality to ensure an improved customer satisfaction for Company X, but also for
companies that engage in dealing with goods and services.

b) The type of visualisation used in this case study is pie charts.

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c) In the case study, the data is represented in a circular format, where the size of each
slice in the chart is proportional to the quantity or percentage it represents, followed
by a legend that provides further understanding of the data of each slice. Each
individual slice represents different categories such as genders, quality of service
(unsatisfied, quite satisfied, satisfied), and range of respondents’ age (18-25, 26-33,
etc.). Each slice in the chart is used to represent discrete data in which individual data
falls into specific category, instead of being a continuous data. The chart is often used
to show how different categories of a variable contribute to the whole chart.

d) Three of the most important aspects of the pie chart that require improvement is:

i. Comparing slices
Pie charts are not the best tool for comparing the sizes of different slices
especially when two or more slices have relatively similar sizes due to the
limitation of our eyes to distinguish small differences in size. To improve this,
complementing the chart with additional labels will help to provide more
context, or by using a different type of chart such as bar chart to represent
different categories of variables.
ii. Limiting the number of slices
A pie chart can be difficult to be read and interpreted if there are too many
categories to be considered. This will cause the slices to be harder to be
distinguished and the chart to be cluttered and complicated. To improve this,
grouping similar slices will be helpful, or even by using a different type of
chart such as sunburst chart that can handle much more categories while
maintaining the integrity and organization of data.
iii. Limitation to discrete data
While pie charts are best suited for representing discrete data such as counts,
they are not really suitable for displaying continuous data such as functions
and heights. However, this can be improved by using alternative charts that are
better suited for continuous data such as line and area charts. Adding visual
elements such as trend lines will also provide better understanding of the data.

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e) Based on current features from the pie chart, the ‘slices’ that represent multiple
categories can be differentiated as different slices use different colours. This helps the
audience to focus their attention to a specific category of variables rather than looking
at all of them simultaneously. The colours used to represent the slices is also well-
used by not using colours that are too dark or too light, which helps the audiences to
identify each category. However, some of the pie charts do contain too many
categories, for example the pie chart that represents the age range of respondents is
divided into six categories. Even though the number of categories is not significant
enough to impede the readability of the chart, it is better to minimise the number of
categories where it is appropriate. Each pie chart also comes with a title that helps to
provide context and identify the subject of the chart. Labels are also assigned to each
slice of the chart that helps to further improve the readability and clarity of the chart.
The size of each pie chart is appropriate to convey the information to the audience. If
the size is too small, audiences might perceive the data as less significant and vice
versa. Using an appropriately sized chart helps to improve clarity and attract the focus
of audiences.

f) Firstly, I would readjust the positioning of the labels. Pie charts usually have their
labels inside or outside the slices to pinpoint which slices they represent. While it may
be appropriate to stick to the conventional method most of the time, adjustments
would need to be made if there are many slices or the labels appear to be too small.
One way to improve this is by increasing the font size of labels or even by using a
legend that is placed close the chart it represents. Next, readjusting the size of the
slices. Each slice refers to the proportion it holds from the whole chart, but certain
slices may appear too small to be noticeable. Hence, modification can be made by
grouping smaller slices into a single category such as ‘Other’ to simplify the chart and
makes them appear to be more significant than what it used to be. Last but not least,
changing the colours used to represent the slices in the chart. Since there multiple
categories in a given pie chart, using different colours seem to be an appropriate way
to distinguish them but sometimes the colours look similar or unpleasant to the eyes.
Hence, by choosing colours that can be easily distinguished and appealing to the eyes
will be a fitting adjustment to the pie chart.

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 g) By readjusting the positioning of the labels, it will become easier for the audience to
understand the information being presented to them. With bigger font and better
positioning, it will be easier for the audience to identify what does each slice
represents. Readjusting the size of the slices will also improve the accuracy of data
being shared. Since smaller slices have been grouped together, it will be easier to
highlight the relationships between them, resulting in audiences obtaining a much
accurate information. Changing the colours can help the charts to appear more
visually appealing, inviting engagement from audiences and better interpretation. All
in all, these modifications all lead to one specific goal, that is to enhance the user
experience. By improving the readability, accuracy of data and visual appeal of the
charts, users will have a better experience when interacting with the data presented to
them, which will increase the likelihood of the data being useful and informative to
them.

QUESTION 3

1) Archakova, A. (2013). Degree Programme in International Business Service Quality

and Customer Satisfaction. Case study: Company X. [online] Available at:
https://www.theseus.fi/bitstream/handle/10024/65503/Archakova_Asya.pdf.
2) Statistics Canada (2011). Statistics: Power from data! Graph types: Circle graphs/pie
charts. [online] Statcan.gc.ca. Available at:
https://www150.statcan.gc.ca/n1/edu/power-pouvoir/ch9/pie-secteurs/5214826-
eng.htm [Accessed 2 May 2023].
3) Mind Tools Content Team (2023). MindTools | Home. [online] www.mindtools.com.
Available at: https://www.mindtools.com/ahb9niu/how-to-use-charts-and-graphs-
effectively [Accessed 2 May 2023].