Real-Time Response Measurement in the Social Sciences : Methodological Perspectives and Applications
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Book Details
Format
Paperback / Softback
ISBN-10
3631577435
ISBN-13
9783631577431
Edition
New
Publisher
Peter Lang AG
Imprint
Peter Lang AG
Country of Manufacture
DE
Country of Publication
GB
Publication Date
Nov 17th, 2009
Print length
208 Pages
Weight
296 grams
Dimensions
15.10 x 21.10 x 1.40 cms
Ksh 9,250.00
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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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