Real-Time Response Measurement in the Social Sciences - pr_210482

Real-Time Response Measurement in the Social Sciences

Methodological Perspectives and Applications

Paperback

$93.10

Or 4 payments of $23.28 with

delivery message Free delivery for orders over $49.99

Add to Wish List
Delivered in 10 - 14 days
Available for Click and Collect
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.

Product code: 9783631577431

ISBN 9783631577431