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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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Real-time response measurement in the social sciences, Jürgen Maier
- Sprache
- Erscheinungsdatum
- 2009
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- (Paperback)
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- Titel
- Real-time response measurement in the social sciences
- Sprache
- Englisch
- Autor*innen
- Jürgen Maier
- Verlag
- Lang
- Erscheinungsdatum
- 2009
- Einband
- Paperback
- ISBN10
- 3631577435
- ISBN13
- 9783631577431
- Kategorie
- Andere Lehrbücher
- Beschreibung
- 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.