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| Factor Analysis | 1 |
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Download full textMcEwen, William J.; Wittbold, George H. – 1972
One approach to the study of structures that underly receiver response to perceptual stimuli has been that of factor analysis. This method was used to study responses of 92 students at the University of Connecticut to drug abuse commercials. Responses to five anti-drug television commercials were categorized according to: (1) "relative…
Descriptors: College Students, Drug Abuse, Factor Analysis, Information Dissemination
