Since its inception, the National Center for Education Statistics (NCES) has been committed to the practice of documenting its statistical methods for its customers and of seeking to avoid misinterpretation of its published data. The reason for this policy is to assure customers that proper statistical standards and techniques have been observed,…

Argues that communication research needs to move toward better integration of observations on the microlevel with systemic generalizations about macrolevel phenomena, and reorient research away from the media behavior and responses of individuals and toward the cumulative consequences of media behavior over time. (SR)