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This emphasis on residuals leads to an emphasis on an iterative process of model building: A tentative model is tried based on a best guess (or cursory summary statistics), residuals are examined, the model is modified, and residuals are reexamined over and over again. This process has some resemblance to forward variable selection in multiple regression; however, the trained analyst examines the data in great detail at each step and is thereby careful to avoid the errors that are easily made by automated procedures (cf. Henderson & Velleman, 1981). Tukey (1977) wrote, "Recognition of the iterative character of the relationship of exposing and summarizing makes it clear that there is usually much value in fitting, even if what is fitted is neither believed nor satisfactorily close" (p. 7).

The emphasis on examining the size and pattern of residuals is a fundamental aspect of scientific work. Before this notion was firmly established, the history of science was replete with stories of individuals that failed to consider misfit carefully. For example, Gregor Mendel (1822-1884), who is considered the founder of modern genetics, established the notion that physical properties of species are subject to heredity. In accumulating evidence for his views, Mendel conducted a fertilization experiment in which he followed several generations of axial and terminal flowers to observe how specific genes carried from one generation to another. On subsequent examination of the data, R. A. Fisher (1936) questioned the validity of Mendel's reported results, arguing that Mendel's data seemed "too good to be true." Using chi-square tests of association, Fisher found that Mendel's results were so close to the predicted model that residuals of the size reported would be expected by chance less than once in 10,000 times if the model were true.

Reviewing this and similar historical anomalies, Press and Tanur (2001) argue that the problem is caused by the unchecked subjectivity of scientists who had the confirmation of specific models in mind. This can be thought of as having a weak sense of residuals and an overemphasis on working for dichotomous answers. Even when residuals existed, some researchers tended to embrace the model for fear that by admitting any inconsistency, the entire model would be rejected. Stated bluntly, those scientists had too much focus on the notion of DATA = MODEL. Gould (1996) provides a detailed history of how such model-confirmation biases and overlooked residuals led to centuries of unfortunate categorization of humans.

### The Two-Way Fit

To illustrate the generality of the model-residual view of EDA, we will consider the extremely useful and flexible model of the two-way fit introduced by Tukey (1977) and Mosteller and Tukey (1977). The two-way fit is obtained by iteratively estimating row effects and column effects and using the sum of those estimates to create predicted (model or fit) cell values and their corresponding residuals. The cycles are repeated with effects adjusted on each cycle to improve the model and reduce residuals until additional adjustments provide no improvement. This procedure can be applied directly to data with two-way structures. More complicated structures can be modeled by multiple two-way structures. In this way, the general approach can subsume such approaches as the measures of central tendency in the ANOVA model, the ratios in the log-linear model, and person and item parameter estimates of the one-parameter item response theory model.

Consider the data presented in Table 2.1. It represents average effect sizes for each of a series of univariate analyses conducted by Stangor and McMillan (1992). Such a display is a common way to communicate summary statistics. From an exploratory point of view, however, we would like to see if some underlying structure or pattern can be discerned. Reviewing the table, it is easy to notice that some values are negative and some positive, and that the large number of -2.6 is a good bit larger than most of the other numbers which are between 0 and +/- 1.0.

To suggest an initial structure with a two-way fit we calculate column effects by calculating the median of each column. The median of each column then becomes the model for that column, and we subtract that initial model estimate from the raw data value to obtain a residual that replaces the

Variable |
Recall |
Recognition |
Bias |

Strength of expectations |

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