An experimental comparison of tabular and graphic data presentation

We present the results of our experiment designed to test the hypothesis that more usable information can be conveyed using a combination of graphical and tabular data then by using either form alone. Our independent variables were memory (recall and non-recall) and form (tables, graphs, or both). Comprehension was measured with a multiple choice exam consisting of three types of questions (retrieve, compare, or compare/calculate answers). Both non-recall and tabular treatments significantly increased comprehension. Combinations of graphs and tables produced slower but more accurate performance. An executive should use the form with which he/she is most familiar and comfortable.