Do We Know a Vector from a Scalar?

Why Measures of Association (not Their Squares) Are Appropriate Indices of Effect

Research output: Contribution to journalArticle

15 Citations (Scopus)

Abstract

"Variance accounted for" - calculated by squaring one of the various measures of association - is the most common estimate of experimental effect or strength of association reported in communication studies. However, methodologists in other social science disciplines have made compelling cases that the statistic itself, not its square, is the appropriate index of shared variation. The basic principles and arguments for interpreting unsquared measures of effect are presented and the implications for the practice of communication theory and research are discussed.

Original languageEnglish (US)
Pages (from-to)605-611
Number of pages7
JournalHuman Communication Research
Volume28
Issue number4
DOIs
StatePublished - Oct 2002
Externally publishedYes

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Social sciences
Information theory
Communication
Statistics
communication theory
Social Sciences
communication research
social science
statistics
communication
Research

ASJC Scopus subject areas

  • Communication

Cite this

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