MktPraxis
Interactive Textbook Module Syllabus

Communicating with Data

⏱️ ~95 min reading & interactives 📑 15 sections 🎓 Level: Core undergraduate 📐 Math: No math 📚 Courses: Marketing Research Methods, Marketing Analytics, Principles of Marketing supplement 🏷️ Topics: Visualization & communication
Full Interactive Chapter (Account Required) The complete chapter reading, embedded live mini-widgets, inline Check-Your-Understanding questions, and progress tracking are available to enrolled students and verified instructors.

Chapter Section Outline (15 Sections)

Topics and managerial frameworks covered in Communicating with Data:

  1. 1. The Research That Never Gets Used
  2. 2. Where These Rules Came From
  3. 3. The Science of Visual Perception
  4. 4. Data Visualization — Choosing the Right Chart
  5. 5. Data-Ink and the War on Chartjunk
  6. 6. Chart Makeovers — From Ugly to Clear
  7. 7. Data Storytelling — Narrative Arc for Numbers
  8. 8. Telling the Truth While Telling a Story
  9. 9. The Research Report — Structure That Works
  10. 10. Presenting to Stakeholders — The Live Performance
  11. 11. Presenting Analytics Results to Non-Technical Audiences
  12. 12. Writing for Different Audiences
  13. 13. The Art of the Recommendation
  14. 14. AI-Powered Research Communication
  15. 15. Case Application — TurboFit Post-Study Debrief

Interactive Concept Mini-Widgets Embedded in This Chapter (11)

Students manipulate these interactive visual simulations directly inside the chapter reading before answering gated check-in questions:

Preattentive Pop-Out Reaction Timer

Grid of shapes. Find the odd one out.

Change Blindness Demo

A bar chart flashes, one bar changes. Can you spot it?

Gestalt Grouping Lab

40 dots with 4 toggle switches (proximity, similarity, enclosure, connection). Shows grouping and conflict.

Channel Accuracy Ranker

Five values encoded via position, length, angle, area, and color; each channel draws its OWN fixed set of five values, so the answers revealed after one channel cannot be reused on the next. Student estimates values.

Data-Ink Eraser

A cluttered chart rendered as interactive elements. Click junk to remove.

Accessibility Checker

A chart encodes two categories by COLOR ALONE (red vs. green bars).

Teaches: ~1 in 12 men can't read a red/green chart; color-alone encoding is a silent failure; back it up with labels, shape, and position.

Chart Makeover Gallery

Before/after slider showing 6 chart makeovers. Draggable CSS clip-path divider reveals the "after."

Storytelling Sequencer

Arrange data story elements in situation, complication, action order. Click elements to number them in sequence.

Relative-vs-Absolute Framer

One true result (conversions: 2 per 1,000 -> 3 per 1,000). The student views three framings — Relative ("+50%!

Teaches: a perfectly true number can mislead through framing; the honest move is the framing that gives an accurate mental picture — be suspicious when someone offers only the flattering one.

Headline or Boring?

Two-phase exercise: (1) Student rewrites a boring slide title into a headline-style finding, (2) compares their version against the model answer.

Executive Summary Builder

Give a student a messy "findings dump." They drag/rank items into the correct exec-summary order: Decision context → Headline finding → Key findings → Recommendation.