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. Author manuscript; available in PMC: 2013 Aug 1.
Published in final edited form as: J Health Commun. 2012 Jun 20;17(7):836–856. doi: 10.1080/10810730.2011.650933

Table 2.

Summary of Selected Interview Results and Quotes

Concepts1 C1. Township Map1 C2. Dot Map1 C3. Alphanumeric Table1
R1. What was seen
  • -

    Geographic distribution of information (n=10)

  • -

    Color (n=8)

  • -

    “where I live” [map location] (n=7),

  • -

    Geographic trends (n=7)

  • -

    Reported seeing meaning (n=6) e.g. seeing •“areas where it is unsafe”.

  • -

    Geographic distribution of information (n=12)

  • -

    Color (n=11)

  • -

    Dots (n=7)

  • -

    Wells (n=9)

  • -

    “where I live” [map location] (n=9)

  • -

    Geographic trends (n=3)

  • “I'm seeing, based on color, where wells were tested in the county and…what the results were.”


  • -

    Number of samples exceeding 10 ppb (n=10)

  • -

    Alphabetical township names (n=8)

  • -

    Percentage of samples over 10 ppb (n=7)

  • -

    Column headings (n=7)

  • -

    “where I live” [based on township name] (n=3)

R2. Illustrative quotes
  • “I'm assuming that whatever I'm looking for is the dark red. The darker the red, the more toxic.”

  • “I'm a little confused. But generally, I would look at this and say based on the color, this is a bad thing. You know what? The color helps me figure this out more than the numbers do. So even if I didn't get the numbers, I would think I was getting it by the color.“

  • “It looks busy when you first look at it, then when you take it in, it’s busy because it’s giving you the information you wanted. You wanted to know where these tests were taking place.”

  • “it would take some time [to read], while here [township map] it just jumped right out at me.”

  • ”In this version of the map it looks to me like there's a much greater number of wells that tested ok, frankly. That's the effect of the way these dots are.”

  • “That one with all the dots on it made me a little nervous saying oh man! Look at all these wells with all the problems, so maybe it was the visual.… But with this one [table] it’s like, ok, I'm fine, and I don't like numbers anyway so I wouldn't study it much.”

  • “The [township] map made it seem serious, the red, but here 8 of 23, oh, that's not so serious, but it still is 35%.”

R3. Trends and causal explanations Township patterns as county trends:
  • “the dark red seems to go from the upper left to the lower right [of the county], Is that because of the Yahara River watershed?”


Dot patterns as local trends: • “like the red line through here I would say there's a water crevice or something in that area”

Numerical trend: townships with more testing had higher rates of exceedances. (n=1)
R4. Meaning of uncertainty Comments show multiple interpretations: • “I wonder what that's all about - only two private wells in Blue Mounds?”“I'm wondering why the four [townships] have insufficient data - there shouldn't be bad access [to water] there.”“I'd think they're not finding the substance. It isn't that they haven't looked enough or asked enough, it’s that it’s not there”“Um, just that whatever testing was done, was insufficient statistically”
  • “And it’s nice here for the townships that said insufficient data, you can really see why; because there weren't many tests done, and I would say ok, well why not? Why isn't there any sampling…what were the choices in terms of why the data were collected where it was?”


Easy to understand the meaning of insufficient data because this term was in the percent column and exceedances per sample size was provided in an adjacent column.
R5. Format preference
3 of 13 participants chose the township map:
  • “In terms of teaching me about the amount of rhynium in private wells I'd go with this one [township map]. This [dot map] gives me more information about wells but not as much about wells that really need my attention.”


7 of 13 participants chose the dot map:
  • “Definitely the one with the dots… it gives me a little more idea of the incidence … you can track the problems. It tells me that the whole township is not an issue. I think it’s easier to understand, and it also tells me, you know, I would say that's a pretty fair sampling in Springfield.”

3 of 13 preferred the table: •“Not that one [Township], even though I like the color on there it didn't give me as much information. Isn't that interesting, I think I'd prefer that one. I can just go straight to the table and it’s clear. This one [dot] I kind of had to study for a bit to figure out what was going on.”“The other thing you lose here is the distribution.”
1

Numbers in headers (C1–3) pertain to column numbers. Numbers in rows (R1–5) pertain to row numbers.