Real-Time Response Measurement in the Social Sciences

Methodological Perspectives and Applications

208 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

Do people like a movie? Are consumers attracted by a broadcast commercial? How do voters evaluate the performance of political candidates in a televised debate? Traditional study designs measure the effects of those media stimuli after a recipient has been exposed to the entire movie, commercial, or debate. This approach has its limitations. Although we can learn if people like a particular stimulus as a whole we cannot tell which elements of the stimulus are responsible for the overall judgment. Real-time response (RTR) measurement provides this information. By recording individual spontaneous reactions to media messages on a second-by-second basis this technique offers unique insights into human information processing.

• Reihe: Empirische und methodologische Beiträge zur Sozialwissenschaft
• Themen: Gesellschaft und Sozialwissenschaften Gesellschaft und Kultur, allgemein Kultur- und Medienwissenschaften Medienwissenschaften
• ISBN: 9783631577431
• Sprache: Englisch
• Erscheinungsdatum: 17.11.2009
• Größe: 21 x 14.8 cm
• Verlag: Peter Lang GmbH, Internationaler Verlag der Wissenschaften
• Band herausgegeben von: Jürgen Maier, Michaela Maier, Marcus Maurer, Carsten Reinemann