THE EFFECTIVENESS OF DATA PRESENTATION FORMATS: AN EXPLORATORY STUDY

Authors

  • Trond Vegard Johannessen Norwegian School of Economics, Helleveien 30, NO-5045 Bergen, Norway
  • Anna Mette Fuglseth Norwegian School of Economics, Helleveien 30, NO-5045 Bergen, Norway

Abstract

This paper contributes to the understanding of how data presentation formats may affect decision-making. We report on two experiments, one using verbal protocols and one including eye tracking as methods for data collection. Compared to previous studies, our experiments were characterised by complex tasks with a requirement for accuracy (problem tasks) and by allowing our subjects to use decision aids. We found that decision-makers used both verbal and perceptual processes to handle the task. Furthermore, we found that the subjects needed both tables and graphs to support their decision-processes. The tables facilitated the subjects’ calculations, while the graphs gave overviews when studying the trends in the development of the solutions. 

Issue

Section

NOKOBIT artikler