Real-Time Response Measurement in the Social Sciences
Produktnummer:
18eef06111bd254a06ba32cf9ffb50adc8
| Themengebiete: | Experiments Information processing Media messages |
|---|---|
| Veröffentlichungsdatum: | 17.11.2009 |
| EAN: | 9783631577431 |
| Sprache: | Englisch |
| Produktart: | Kartoniert / Broschiert |
| Verlag: | Peter Lang GmbH, Internationaler Verlag der Wissenschaften |
| Untertitel: | Methodological Perspectives and Applications |
Produktinformationen "Real-Time Response Measurement in the Social Sciences"
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.
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