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Real-Time Response Measurement in the Social Sciences
Methodological Perspectives and Applications
72,95 €
+ 145 points
Description
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.
Spécifications
Parties prenantes
- Editeur:
Contenu
- Nombre de pages :
- 208
- Langue:
- Anglais
- Collection :
- Tome:
- n° 26
Caractéristiques
- EAN:
- 9783631577431
- Date de parution :
- 17-11-09
- Format:
- Livre broché
- Format numérique:
- Trade paperback (VS)
- Dimensions :
- 148 mm x 210 mm
- Poids :
- 289 g
