Widen the big tent for big data: Understanding business student perceptions of Tableau

Abstract

Business majors will encounter big data, and many will use data visualization tools to gain valuable insights and make strategic business decisions. However, core information systems classes for all business majors focus on improving information literacy but rarely include exercises with data visualization tools like Tableau. This study seeks to understand the perceptions business students have of Tableau after using it for several activities during a semester-long core business class. Specifically, the study examines the effects of gender, age, and major to understand how each factor affects student perceptions of Tableau including how easy it is to use, its value in the workplace, and how it compares to Excel. Tableau appealed to females just as much as males and to older students just as much as younger students. Tableau engaged with some majors more than others and appealed to CIS, Finance and Entrepreneurship majors more so than Marketing and Management majors (which include Management, Sport Management, Hospitality and Tourism, and Business Law). All majors saw the value of Tableau in workplaces for their future careers. Complete Tableau lab assignments available upon request.