Mass Communication Research
Correlation

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Correlation is used to test the presence, strength and direction of a linear relationship among variables (Bates, 1996). Correlation is a numerical expression that signifies the relationship between two variables and allows a researcher to explore this relationship by 'measuring the association' between the variables. Some researchers like to call correlation a 'measure of association' because the correlation coefficient provides the degree of the relationship between the variables.

But it is important to remember that correlation does not equal causation. For example: The number of churches in a city in 1970 was 150 and the crime rate was 5 percent. In 1990, the number of churches in a city was 400 and the crime rate was 15 percent. So, would it be logical to conclude as the number of churches in a city increases the crime rate increases? No. Other variables are at work. The most obvious one in this case is a population increase.

We will be using interval and ratio data to run correlations.

There are three types of relationships:

  1. Positive
  2. Negative, and
  3. Curvilinear.
The correlation statistic tests the null hypothesis that there is no relationship between the variables. Use Pearson's r when using interval data, and Spearman's rho if one of your variables is ordinal.

A correlation coefficient is the numeric value of the relationship between variables. The correlation coefficient is a percentage and can vary between -1 and +1. If no relationship exists, then the correlation coefficient would equal 0. If the correlation coefficient lies between -1 and 0, it is a negative (inverse) relationship; 0 and +1, it is a positive relationship. The closer the coefficient lies to -1 or +1, the stronger the relationship.

Here are some guidelines for interpretation:

less than .20: slight correlation; almost neglible relationship
.20 - .40: low correlation, definite but small relationship
.40 - .70: moderate correlation, substantial relationship
.70 - .90: high correlation, marked relationship
.90 and above: very high correlation, very dependable relationship.[1]


[1] Source: J.P. Guilford, Fundamental Statistics in Psychology and Education (New York: McGraw-Hill. 1956) p.145. Cited in F. Williams, Reasoning with Statistics, (New York: Holt, Rinehart and Winston. 1979) p. 128.

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©M. Mark Miller & Ronald W. Sitton 2009
Revised 092811 — http://www.uamont.edu/FacultyWeb/sitton/crz/mrea/correlation.html