| Real-Time Response Measurement in the Social Sciences: Methodological Perspectives and Applications Contributor(s): Maier, Jürgen (Editor), Maier, Michaela (Editor), Maurer, Marcus (Editor) |
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ISBN: 3631577435 ISBN-13: 9783631577431 Publisher: Peter Lang Gmbh, Internationaler Verlag Der W OUR PRICE: $78.80 Product Type: Paperback Published: November 2009 |
| Additional Information |
| BISAC Categories: - Political Science - Social Science - Psychology | Industrial & Organizational Psychology |
| LCCN: 2010286248 |
| Series: Empirische Und Methodologische Beitraege Zur Sozialwissensch |
| Physical Information: 208 pages |
| Descriptions, Reviews, Etc. |
| Publisher 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. |