Communication research is often concerned with understanding how some type or form of communication in addition to a host of other factors (environmental, social, and demographic) predict different cognitive, emotional, and behavioral outcomes or responses. Solving research problems and answering research questions requires researchers to collect different types of data. Once data are collected, one of the most common techniques that quantitative communication scholars use to understand the relationship between independent and dependent variables is ordinary least squares (OLS) multiple regression.
This entry discusses OLS multiple regression with a specific emphasis on how to interpret both standardized and unstandardized (raw) regression coefficients, which are often referred to as beta weights. While it is relatively easy to conduct multiple regression analyses, it can be ...
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