One transmission rate of a physical layer (PHY rate) is selected from among a plurality of PHY rates of a protocol stack by calculating one or more effective values of transmission rates of an upper layer of the protocol stack with respect to one or more PHY rates of the plurality of PHY rates respectively, and making a comparison with use of the calculated one or more effective values. Each of the one or more effective values is calculated based on (i) an ideal value of corresponding one of the transmission rates and (ii) a retransmission ratio via the physical layer that corresponds to a reception power value detected in the reception apparatus.