Parameters
More about the book
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.
Book purchase
Real-time response measurement in the social sciences, Jürgen Maier
- Language
- Released
- 2009
- product-detail.submit-box.info.binding
- (Paperback)
Payment methods
- Title
- Real-time response measurement in the social sciences
- Language
- English
- Authors
- Jürgen Maier
- Publisher
- Lang
- Released
- 2009
- Format
- Paperback
- ISBN10
- 3631577435
- ISBN13
- 9783631577431
- Category
- Other textbooks
- Description
- 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.