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Data Visualization

Interacting with data visualizations is a daily routine for many people. Once limited to scholarly circles, visualizations have become a mainstay for presenting information on the internet and in popular media. Beyond that, computers, tablets, smartphones, and wearable technology have put visualizations in front of people on an ongoing basis while also making them more personalized (e.g., tracking step counts, heart rates, and screen time). The growth of data visualization into every corner of people’s lives should provoke reflection about why these tools have become so ubiquitous, when and how researchers should employ them, and how researchers can engage in visualization practices in an ethical and responsible manner. This entry presents a brief history of data visualization, considers the best practices of creating and utilizing data visualizations, and highlights the tools and various forms of data visualization available to researchers when using qualitative or quantitative research methods.

History of Data Visualization

The researcher who engages in data visualization is joining a long and rich historical tradition. The earliest known examples of data visualization—carved maps and star charts painted on cave walls—date back to the prehistoric period. Progressive developments in observing and representing the stars yielded advancements in stellar navigation, enabling trade and exploration. In the premodern era, Chinese cartographers pioneered developments in mapmaking and early attempts at rendering 3D forms, such as topographical maps. Improvements in instrumentation extending from the Islamic Golden Age (c. 800–1258 CE) into the Enlightenment Era in Europe (c. 1750–1789) further allowed for the collection of more and better data, rendering visualization more practical as a tool for presenting data in a concise way.

Several innovations emerged from data analytics in the 18th and 19th centuries. J. H. Lambert introduced a variety of improvements in cartography. William Playfair is generally credited with pioneering several visual techniques including the pie chart, the bar chart, and the time-series line graph. Joseph Priestly popularized the time line. Florence Nightingale, in the mid-1800s, brought data visualization into policy-making circles through her advocacy for public health and sanitation. John Snow similarly demonstrated the importance of data visualization to medicine and public health, identifying the waterborne nature of cholera by plotting data from a London outbreak. In spite of these advances, until the early 20th century, data visualization primarily remained a tool of academics and elites. Early visualizations were hand-drawn, making them costly and time-consuming to produce. However, the expansion of print and audiovisual media and, later, computing technology expanded the reach of visualizations and the capacity to produce them. Such advances significantly lowered costs and barriers to entry.

Guiding Principles

Best Practices

Knowing the history of the field, it is relevant to ask why visualizations matter and under what conditions researchers should use them. Visualizations usually aim to produce impact and can be used either in idea generation (like the observation of trends or the mapping of concepts) or the presentation of results. Experts in the field of data analysis generally agree on a number of features characteristic of good visualizations. These include accuracy and honesty in representing data, clarity in telling a story, parsimoniousness in the sense of avoiding busyness and clutter, and integration with the substance of the paper or report. An important consideration resulting from these criteria is that visualizations aren’t always the best means for presenting data. Where a table or text would suffice, or where a visualization cannot be produced with sufficient quality, visualizations may obfuscate relationships rather than illuminating them.

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