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Więcej informacji o Real-Time Response Measurement in the Social Sciences

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Opis

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.

Szczegóły książki

Kategoria Książki po angielsku Reference, information & interdisciplinary subjects Interdisciplinary studies Communication studies

• Pełny tytuł: Real-Time Response Measurement in the Social Sciences
• Autor: Jürgen Maier, Michaela Maier, Marcus Maurer, Carsten Reinemann
• Język: Angielski
• Oprawa: Miękka
• Liczba stron: 208
• EAN: 9783631577431
• ISBN: 9783631577431
• ID: 10026949
• Wydawca: Peter Lang AG
• Waga: 296 g
• Wymiary: 151 × 211 × 14 mm
• Data wydania: 17. November 2009

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