ERIC Number: ED370553
Record Type: RIE
Publication Date: 1993
Reference Count: N/A
Using Symbols in Business Presentations: How Well Are They Understood?
Griffin, Robert E.
The focus of this study was to measure the communicative power of business symbols with a business audience. A panel of three people selected 15 appropriate business symbols which then appeared on a questionnaire which showed each symbol with a blank space for the respondent to provide a one word or short answer of the symbol's meaning. Eighty-eight first year Master's of Business Administration (MBA) students enrolled at Penn State University were give the questionnaire. The responses were tabulated by one person who classified the answers into five categories: perfect, close, arena, inappropriate, or no response. Implications of this study include: people mistake or do no know the meaning of many symbols; subjects make rapid judgements about the meaning of symbols and, as a result, people should not rely on symbols to convey in-depth or critical meanings as they do not convey accurate meanings; and that image perception is relative to the context in which it is viewed. A next step with this study is to measure recognition of those symbols with international audiences. The questionnaire and responses are included in the appendix. (Contains 7 references.) (JLB)
Publication Type: Reports - Research; Speeches/Meeting Papers; Tests/Questionnaires
Education Level: N/A
Authoring Institution: N/A
Identifiers: Business Information; Visual Thinking
Note: In: Visual Literacy in the Digital Age: Selected Readings from the Annual Conference of the International Visual Literacy Association (25th, Rochester, New York, October 13-17, 1993); see IR 055 055.