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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.
Nákup knihy
Real-time response measurement in the social sciences, Jürgen Maier
- Jazyk
- Rok vydania
- 2009
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- Titul
- Real-time response measurement in the social sciences
- Jazyk
- anglicky
- Autori
- Jürgen Maier
- Vydavateľ
- Lang
- Rok vydania
- 2009
- Väzba
- mäkká
- ISBN10
- 3631577435
- ISBN13
- 9783631577431
- Kategórie
- Ostatné učebnice
- Anotácia
- 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.