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Journal of Business Communication, Vol. 4, No. 2, 3-14 (1967)
DOI: 10.1177/002194366700400202
© 1967 Association for Business Communication

Factorial Analysis in Communication Research

Richard M. Davis

Air Force Institute of Technology

Factor analysis and analysis of variance are used to test ex perimentally the most effective content, organization, and pre sentation of given kinds of messages. Some of the specific findings reinforce concepts busi ness-communications professors have been teaching for years; others may surprise some read ers.


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