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Drawing upon more than 30 years of experience in working with statistics, Dr. Richard J. Harris has updated A Primer of Multivariate Statistics to provide a model of balance between how-to and why. This classic text covers multivariate techniques with a taste of latent variable approaches. Throughout the book there is a focus on the importance of describing and testing one's interpretations of the emergent variables that are produced by multivariate analysis. This edition retains its conversational writing style while focusing on classical techniques. The book gives the reader a feel for why one should consider diving into more detailed treatments of computer-modeling and latent-variable techniques, such as non-recursive path analysis, confirmatory factor analysis, and hierarchical linear modeling. Throughout the book there is a focus on the importance of describing and testing one's interpretations of the emergent variables that are produced by multivariate analysis.
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The eighth edition of this text remains an indispensable resource for mass communication psychology and media effects courses. This book gives readers an in-depth understanding of how media affect our attitudes, thinking, and behavior. Continuing its academically rigorous yet student-friendly approach to this subject, the new edition has been thoroughly updated to reflect our current media landscape. Updates include new research and examples for an increasingly global perspective, an increased focus on social media, additional graphics, special end-of-chapter application sections, and an expansion in the list of references to reflect the latest research discussed. The book continues to empha...