Real-Time Response Measurement in the Social Sciences
Jürgen Maier, Michaela Maier, Marcus Maurer, Carsten Reinemann,
Vincent Meyer (eds.)
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.
ISBN 978-3-631-57743-1 parution novembre 2009 Peter Lang Internationaler
Verlag der Wissenchaften
www.peterlang.de <<http://www.peterlang.de>http://www.peterlang.de
