The 1970s and 1980s were times when communication behavior was a primary interest of many communication scholars. The aim of this book is to reignite some interest in and passion about how human communication behavior should be studied. It presents the best advice, techniques, cautions, and controversies from the 1970s and 1980s and then updates them. Several chapters also introduce statistical methods and procedures to allow readers to analyze behavioral data.
This book is a useful resource for communication scholars and graduate students to guide their study of communication behavior.
12 Analyzing Counts
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Many of the analytic strategies presented thus far in this book have been aimed at performing sequential analyses of interaction data. An investigator who employs the observe and record approach to obtain observational data, however, will have a much different type of data; most likely in the form of frequencies (and their associated dimensions—latency, intensity, pattern, and duration) as discussed in Chapter 4. The catch-all term to refer to such frequency data will be counts.
The Nature of Counts