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Real-Time Response Measurement in the Social Sciences

Methodological Perspectives and Applications


Jürgen Maier, Michaela Maier, Marcus Maurer and Carsten Reinemann

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.
Contents: Marcus Maurer/Carsten Reinemann: RTR Measurement in the Social Sciences: Applications, Benefits, and some Open Questions – Jürgen Maier/Thorsten Faas: Measuring Spontaneous Reactions to Media Messages the Traditional Way: Uncovering Political Information Processing with Push Button Devices – Carsten Reinemann/Marcus Maurer: Is RTR Biased Towards Verbal Message Components? An Experimental Test of the External Validity of RTR Measurements – Andreas Fahr/Annette Fahr: Reactivity of Real-Time Response Measurement: The Influence of Employing RTR Techniques on Processing Media Content – Michaela Maier/Jürgen Maier: Measuring the Perception and the Impact of Verbal and Visual Content of Televised Political Ads: Results from a Study with Young German Voters in the Run-Up to the 2004 European Parliamentary Election – Thomas Roessing/Nikolaus Jackob/Thomas Petersen: The Explanatory Power of RTR Graphs: Measuring the Effects of Verbal and Nonverbal Presentation in Persuasive Communication – Michaela Maier/Jesper Strömbäck: Advantages and Limitations of Comparing Audience Responses to Televised Debates: A Comparative Study of Germany and Sweden – Gary Bente/Lisa Aelker/Mirjam Fürtjes: Tracing Ad Experience: Real-Time Response Measurement in Advertising Research – Lynda Lee Kaid: Immediate Responses to Political Television Spots in U.S. Elections: Registering Responses to Advertising Content – Dan Schill/Rita Kirk: Applied Dial Testing: Using Real-Time Response to Improve Media Coverage of Debates – John C. Tedesco/Adrienne Ivory: Health Message Primes and Sexual Health Campaign Messages: Evaluating Viewers’ Real-Time Responses – Vincent Meyer/Céline Ségur: Immigration as Translated by the Media: (Re)Production, Representation and Response to Images.