Do We Know a Vector from a Scalar? Why Measures of Association (not Their Squares) Are Appropriate Indices of Effect

Research output: Contribution to journalReview article

15 Scopus citations

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 1 2002
Externally publishedYes

ASJC Scopus subject areas

  • Communication
  • Developmental and Educational Psychology
  • Anthropology
  • Linguistics and Language

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