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ERIC Number: ED084614
Record Type: RIE
Publication Date: 1973-Nov
Pages: 12
Abstractor: N/A
Reference Count: 0
The Role of Multivariate Data Analysis in Speech Communication.
Maffeo, Gilbert J.
Trends in speech communication research reflect a multidimensional view of human behavior resulting in more sophisticated methods of design and data analysis. Factor analysis, which might be considered a first step in multivariate analysis, can generate factors in speech communication studies for use as dependent variables as demonstrated through an example of the effects of seating arrangements on persuasion. An example of research on communication denial as a cause of alienation in a small group illustrates that multivariate analysis of variance might yield significant results where separate analysis of variance would not. Multivariate statistical approaches enhance opportunities for new studies or reevaluations of old studies in areas such as attitude change and small group communication because they yield more precise analyses of data. (BLB)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Speech Communication Assn. (59th, New York City, November 8 through 11, 1973)