Basic Marketing Research 8th Edition by Tom Brown,Tracy Suter,Gilbert Churchill

Exercise 5

Visit a local library or go online and find examples of each of the charts described in this chapter. Look for these in such publications as Bloomberg Businessweek , Fortune, USA Today, and The Wall Street Journal. Make a copy of each chart and critique it, using the criteria noted in the text. For example, does the pie chart you found exceed the recommended maximum number of divisions Are the exact percentages displayed In each case, is the chart appropriate for its intended purpose, or would another type of chart be more informative Are there any changes you might recommend if the chart were to be used in an oral presentation
Use the AFC member survey (Exhibit 16.2), codebook (Exhibit 16.3) and data to produce the charts requested below. Use the chart-building software of your choice (e.g., SPSS, Excel, Tableau Software). The AFC data ("Avery Fitness Center Data") are available as an Excel file or as an SPSS file at www.cengagebrain.com. Search for this book and then select the tab "Free Materials" and "Access Now" to view.