As a special case of association or relationship, influence or effect is another notable concept in statistics. Instead of testing whether there is a relationship between communication quality and customers’ satisfaction, one may be more interested to investigate whether communication quality has an influence on customers’ satisfaction. Similarly, rather than questioning whether public perception and destination image of Jakarta are correlated, a researcher may enquire whether public perception has effect on destination image of Jakarta. One of many statistical tools to address such questions is regression analysis. In fact, regression analysis has many types and uses. What we are discussing here is the simplest form of regression model called simple linear regression. To perform the regression analysis, firstly we have to classify the variables of interest into dependent variable and independent/explanatory variable. The variable which is hypothesized to have influence on another ...
Statistics for Communication Science