Data Visualization,

1e

Chapter 2: Selecting a Chart Type

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 Chapter Objectives
After completing this chapter, you will be able to:
LO 2.1 Create charts and graphs using Excel
LO 2.2 Edit charts and graphs created using Excel
LO 2.3 Select an appropriate chart type for a given goal and data type
LO 2.4 Glean insights from charts and graphs
LO 2.5 Describe which chart types should be avoided and why

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
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 Data Visualization Makeover
A pie chart showing the NYC budget allocation A bar chart showing the NYC budget allocation

*See additional comments in the notes.

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Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 2.1 Selecting an Appropriate Chart

Some of the common goals for charts are to show the following:
• The composition – the breakdown of a whole entity into its components.
• The ranking – is the ordering of items in order of contextual importance.
• The relationship – is the identification of patterns existing between pairs of
variables.
• The distribution – is the dispersion of components of a whole entity.

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Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
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 2.2 Creating a Chart in Excel

The following steps show how to create a column chart in Excel using the
data in the file Zoo.
• Step 1. Select cells A1:B13
• Step 2. Click the Insert tab on the Ribbon
• Step 3. Click the Insert Column or Bar Chart button in the Charts group
• Step 4. When the list of column and bar charts subtypes appears, click
the Clustered Column button
In Excel, the horizontal axis on the chart generally represents the leftmost
column of data.
The assignment of data to the horizontal and vertical axes can be switched
by right-clicking on the chart, choosing Select Data Source, and on the
Select Data Source dialog box, click on Switch Row/Column.
To create a chart using nonadjacent columns of data in Excel, select the
leftmost column you wish to include in the chart, press and hold down the
control key (Ctrl), select the other columns of data you want to include.

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 2.2 Editing a Chart in Excel
Step-by-step instructions on how to improve the chart shown to the left
so that it appears as shown to the right are shown in the notes.

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 2.3 Build a Scatter Chart

The following steps show how to

create a scatter chart in Excel
using the data in the file Snow.
Step 1. Select cells C1:D52
Step 2. Click the Insert tab on the
Ribbon
Step 3. Click the Insert Scatter
(X,Y) or Bubble Chart button in
the Charts group
Step 4. When the list chart
subtypes appear, click the Scatter
button. Then edit the chart as
outlined in Section 2.2.

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 2.3 Interpret a Scatter Chart

• Each point on the chart represents a

pair of measurements for 51 U.S.
cities.
• The measurements are average low
temperature (in degrees Fahrenheit)
and the average annual amount of
snowfall (inches).
• The chart shows how the average
annual amount of snowfall intuitively
levels off at zero for warm-weather
cities.
• Scatter charts are among the most
useful charts for exploring pairs of
quantitative data.

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
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 2.3 Build a Bubble Chart
The following steps show how
to create a bubble chart in
Excel using the data in the file
AirportData.
Step 1. Select cells B1:D16
Step 2. Click the Insert tab on
the Ribbon
Step 3. Click the Insert
Scatter (X,Y) or Bubble
Chart button in the Charts
group
Step 4. When the list chart
subtypes appear, click the
Bubble button. Then, edit the
chart as outlined in Section
2.2.

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 2.3 Interpret a Bubble Chart

A bubble chart allows us to introduce a

third quantitative variable, displayed by
using different sized dots, which we
refer to as bubbles.
For each of the 15 airports, we have the
following quantitative variables:
• Horizontal axis: Average wait time [in
minutes] in the non-priority TSA queue.
• Vertical axis: The cheapest on-site daily
rate [in $] for parking at the airport.
• Bubble size: The number of enplanements
[in millions of passengers] in a year,
including transfers.

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 2.3 Edit a Bubble Chart
You can use the following steps to change
the variable assignments to the x-axis, y-
axis, and bubbles:
Step 1. Right-click on any bubble
Step 2. Click on Select Data…
Step 3. When the Select Data Source
dialog box appears, click the Edit button
under Legend Entries (Series)
Step 4. Enter the location of the data
you want to correspond to the horizontal
values in the Series X values: box.
Note: do not include column headers.
Step 5. Repeat Step 4 for the Series Y
Values: box and Series bubble size:
box and click OK

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 2.4 Line Charts

A line chart is like scatter chart with

a line connecting the points.
Line charts are handy for time
series data because the addition of
lines connecting the points suggests
continuity and makes it easier for
the viewer to see and interpret
changes over time.

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
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 2.4 Build a line Chart

The following steps show how to create a line chart in

Excel using the data in the file Cheetah.
Step 1. Select cells A1:B11
Step 2. Click the Insert tab on the Ribbon
Step 3. Click the Insert Scatter (X,Y) or Bubble
Chart button in the Charts group
Step 4. Select Scatter with Straight Lines and
Markers. Then edit the chart as described in Section
2.2

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 2.4 Multiple-Line Charts

Sales in the western region have

increased over the last three of
the given ten-year period.
In contrast, sales in the eastern
region have dropped significantly
since year seven.

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Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
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2.4 Build a Multiple-Line Chart

The following steps show how to

create a multiple-line chart in
Excel using the data in the file
CheetahRegion.
Step 1. Select cells A1:C11
(do not select cells D1:D11)
Step 2. Repeat Steps 2-4
shown before to create a line
chart.
Step 3. Select Chart Style.
Click the Color tab and
select the Monochromatic
Palette 1 option.

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 2.4 Column Charts

The following steps create the column chart of the

Cheetah Sports sales data used before building a
column chart.
Step 1. Select cells A1:B11
Step 2. Click the Insert tab on the Ribbon.
Step 3. In the Charts group, click the Insert
Column or Bar Chart button
Step 4. Select Clustered Column
As you can see, the chart is incorrectly rendered
because Excel displays the year as if it were a
quantitative variable.
We need to correct the chart as shown in the
following slide.

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
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 2.4 Edit a Column Chart

To fix the chart so that it displays the correct number

of quantitative variables – in this case, one – we need
to follow these additional steps:
Step 5. Right-click on the chart and select
Change Chart Type…
Step 6. When the Change Chart Type task pane
opens, select the Cluster Column type that plots
the single variable Sales with ten monochromatic
columns, and click OK
Then edit the chart as outlined in Section 2.2.
The next step adds data labels to the bars:
Step 7. Click on the Chart Elements button and
select Data Labels.
*See additional comments in the notes.

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 2.4 Clustered Column Charts

The following steps create the clustered column

chart of the CheetahRegion sports sales data
previously used for a multiple line chart.
Step 1. Select cells A1:C11 (do not select
cells D1:D11)
Step 2. Follow Steps 2-6 previously
outlined for a column chart, including the
change of color scheme to
Monochromatic Palette 1 (using the
Chart Styles option)
The multiple line chart option is less cluttered
than the clustered column chart shown here.
The best option to convey how total sales are
changing is the stacked column chart.

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Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
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 2.4 Stacked Column Charts

The following steps create the stacked

column chart of the CheetahRegion sports
sales data previously used to build a clustered
column chart.
Step 1. Select cells A1:C11 (do not select
cells D1:D11)
Step 2. Follow Steps 2-6 previously
outlined for a column chart, except that in
Step 4 we click on the Insert Column or
Bar Chart in the Charts group and select
Stacked Column
This chart shows the combination of eastern
and western sales by year and the total height
of the column indicates total sales.
*See additional comments in the notes.

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 2.4 Bar Charts

• All column charts, clustered and stacked alike, can also be represented
horizontally as bar charts.
• A bar chart may be preferable over the corresponding column chart when
there are lengthy category names that are easier to display horizontally.
• For time series data, a column chart provides for a more natural display of
the passage of time horizontally, from left to right.
• To build a bar chart, follow the same steps used for a column chart earlier in
this section, but on step 4 select Clustered Bar or Stacked Bar instead.

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 2.5 Choropleth Maps

• Choropleth maps can be built for

quantitative or categorical data.
• Color shading is used to denote the
population of each state, a
quantitative variable.
• A darker shade will indicate a higher
population and a lighter shade a
lower population.
• The map shows that the states with
the highest population are California,
Texas, Florida, and New York.
• We can also build choropleth map for
categorical data.

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 2.5 Build a Choropleth Map
A choropleth map is a geographic map that
uses colors or symbols to indicate aggregate
measures or statistics by geographic region.
The following steps show how to create a
choropleth map in Excel using the data in the
file StatePopulation.
Step 1. Select cells A1:B51
Step 2. Click the Insert tab on the
Ribbon
Step 3. In the Charts group, click the
Maps button
Step 4. Select Filled Map
Then edit the chart as outlined in Section 2.2.

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
2.5 Choropleth Maps for Categorical Data

• This choropleth map was created in

Excel using categorical data from the
file AmazonFulfill and following the
steps used in the previous example.
• The map shows that Amazon has at
least one fulfillment center in 38
states.
• States without a fulfillment center
tend to be either relatively sparsely
populated or a geographic outlier.
• Amazon has many fulfillment centers
to ensure quick customer delivery
times for many of the products it
sells.

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 2.5 Heat Maps

A heat map is a 2D graphical

representation of a data table that
uses shades of color to indicate
magnitude.
The following steps show how to
create a heat map in Excel using
the data in the file SameStoreSales.
Step 1. Select cells B2:M17
Step 2. Click the Home tab on
the Ribbon
Step 3. Click Conditional
Formatting in the Styles
group, select Color Scales,
and click on Blue-White-Red
Color Scale

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 2.5 Build a Treemap

The following steps show how to create a treemap in

Excel using the data in the file BrandValues.
Step 1. Select cells A1:C11
Step 2. Sort the data by Industry by using the
following steps:
Click Data on the Ribbon
Click the Sort button in the Sort & Filter group
In the Sort dialog box, select Industry from
the drop-down menu
From the Order drop-down menu select A to Z
Step 3. Click Insert on the Ribbon
Step 4. Click on the Insert Hierarchy Chart
button in the Charts group and select Treemap
from the drop-down menu

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 2.5 Hierarchy of a Treemap

The Hierarchical Tree Structure of the Top Ten Brand Values Data
Top 10 Brand Values

Industry Technology Beverages Leisure Automotive Restaurant

Company Apple Google Microsoft Amazon Facebook Samsung Coca-Cola Disney Toyota McDonald's
Value (in $ Billions) 205.5 167.7 125.3 97 88.9 53.1 59.2 52.2 44.6 43.8

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 2.5 Edit a Treemap

A treemap is a chart that uses the

size, color, and arrangement of
rectangles to display the magnitudes
of a quantitative variable for
hierarchical data.
To display the brand values:
Step 5. Select any brand label
and then right-click
Step 6. Select Format Data
Labels… from the drop-down
menu
Step 7. Select Text Options,
Label Options, and select
Value

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
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 2.6 Tables versus Charts
Table Showing Exact Values for Costs and Revenues by Month
for Gossamer Industries
Month
Jan Feb Mar Apr May June Total Tables should be used when:
Costs (in $) 48,123 56,458 64,125 52,158 54,718 50,985 326,567 1. The reader needs to refer to specific
Revenues (in $) 64,124 66,125 67,125 48,178 51,785 55,678 353,015
numerical values
Line Chart of Monthly Costs and Revenues 2. The reader needs to make precise
comparisons between different
values and not just relative
comparisons
3. The values being displayed have
different units or very different
magnitudes

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
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2.6 Combined Line Charts and Tables
The following steps show how to create a
combined line chart and table in Excel using
the data in the file Gossamer.
Step 1. Select cells A2:G4
Step 2. Click the Insert tab on the
Ribbon
Step 3. Click the Insert Line or Area
Chart button in the Charts group
Step 4. When the list of column and bar
charts subtypes appears, click the Line
button
Step 5. Click anywhere on the chart
Click the Chart Elements button
Select the check box for Data
Table, and edit the chart as
outlined in Section 2.2.

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 2.7 Waterfall Charts
GossamerGP data file for Gossamer A waterfall chart for the gossamer gross profit
costs, revenues, and gross profit data

*See the notes for step-by-step instructions

on how to build a waterfall chart.

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 2.7 Stock Charts

Verizon stock price data file A high-low-close stock chart for Verizon Wireless

*See the notes for step-by-step

instructions on how to build a high-low-
close stock chart.

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 2.7 Funnel Charts
DataScienceSearch data for hiring A funnel chart for Data Scientist hiring

The following steps may be used to create the funnel

chart shown for Data Scientist hiring:
Step 1. Select cells A1:B6.
Step 2. Click the Insert tab on the Ribbon
Step 3. Click the Insert Waterfall, Funnel, Stock,
Surface or Radar Chart button in the Charts group
Step 4. When the list of subtypes appears, click the
Funnel Chart button
Then edit the chart using steps outlined in Section 2.2.

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 2.8 Guidelines for Selecting a Chart
Chart Relationship Distribution Composition Ranking
Scatter
Bubble
Line
Stock
Column
Bar
Heat Map
Choropleth Map
Stacked Bar
Stacked Column
Treemap
Waterfall
Funnel

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 2.8 Charts to Avoid
• Here is a summary of some types of charts data visualization experts agree should be
avoided:
• To visualize the contribution of each category to a whole entity, use a pie chart in which
the slices represent each category contribution.
• When there are more than a few categories, pie charts tend to be cluttered and hard to
interpret. Consider us a bar chart instead.
• Science has shown that we are better at determining differences in length than angle
and area. The bar chart makes it much easier to tell which category has the larger
allocation.
• Color should only be used to distinguish between categories when necessary. For
the bar chart, color is not needed, as the length of the bars is used to quantify
allocation by category.
• In a horizontal bar chart, the category labels, a few of which are rather lengthy, are
easier to read.
• Avoid combo charts and 3D representations of a 2D chart.

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 2.8 Charts to Avoid – Radar Chart
NewtonSupplier data file for a component Better choice: a clustered column chart of supplier
performance performance for a component for Newton Industries

A radar chart of supplier performance for a

component for Newton Industries

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 2.8 Charts to Avoid – Area Chart
An area chart for the Cheetah Sports Better choice: a multiple line chart for the
regional sales data Cheetah Sports regional sales data

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
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 2.8 Excel’s Recommended Charts Tool
The Insert Chart task pane for the Zoo Attendance data

The following steps show how to use the Recommended

Charts tool using data in the file Zoo.
Step 1. Select cells A1:B13
Step 2. Click the Insert tab on the Ribbon
Step 3. Click the Recommended Charts button in the
Charts group
Step 4. When the Insert Chart task pane appears, select
any of the four Recommended Charts to the left.
Step 5. Select the Clustered Colum chart and click OK.
Then edit the chart as outlined in slide 6.

*See additional instructions in the notes.

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 Discussion Activity 1

• Consider the New York City Budget Allocation case shown in the Data
Visualization Makeover for this chapter shown in slide 2.
• Give two reasons why the bar chart shown in the Data Visualization
Makeover example makes for a better choice than a pie chart to visualize
the New York City funds allocation.
• Why would you choose a bar chart over a column chart to visualize the
New York City funds allocation?

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
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 Discussion Activity 2

• Consider the Cheetah Sports regional sales data included in the

CheetahRegion data file shown in slide 14.
• Why does the stacked column chart shown in slide #19 make the
preferred data visualization choice over the clustered column chart shown
in slide #18?
• Provide two different examples of why an audience would prefer to see
the Cheetah Sports regional data visualized with (1) the line chart shown
in slide #15 vs. (2) the stacked column chart shown in slide #19.

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
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 Check Your Knowledge

1. Which of these is an appropriate alternative to a radar chart?

a. Choropleth
b. 3D bubble chart
c. Treemap
d. Clustered column chart

2. To achieve the colored and shading effect for a heat map in Excel, use the options in the
_______ menu.
a. Format Data Labels
b. Chart Options
c. Conditional Formatting
d. Insert Chart

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
 Summary

In this chapter, you should have learned how to:

• Select a suitable chart, given the goals of the analysis and the type of data.
• Create and edit through step-by-step instructions the following charts in
Excel:
• Relationship charts, such as the scatter chart, bubble chart, and line chart.
• Composition charts, such as clustered/stacked column and bar charts.
• Maps, such as choropleth geographical maps, heat maps, and treemaps.
• Specialized charts, such as waterfall, stock, and funnel charts.
• Charts to avoid, such as radar and area charts.

Camm, Cochran, Fry & Ohlmann, Data Visualization - Exploring and Explaining with Data, 1st Edition. © 2021
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.