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Real-Time Response Measurement in the Social Sciences : Methodological Perspectives and Applications. 社会科学における実時間応答測定
・ISBN 978-3-631-57743-1 paper SFR 69.35
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| 著者・編者 | Maier, Jürgen / Maier, M. / Maurer, M. et al. (eds.), |
|---|---|
| シリーズ | Empirische und methodologische Beiträge zur Sozialwissenschaft |
| 出版社 | (P. Lang, SZ) |
| 出版年月 | 2009 |
| ページ数 | vi, 208 pp. |
| 言語 | ENG |
| ニュース番号 | ＜572-16＞ |
解説
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.