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Real-Time Response Measurement in the Social Sciences

Methodological Perspectives and Applications

Series:

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.

BIC Classifications

  • Reference, information & interdisciplinary subjects (G)
    • Interdisciplinary studies (GT)
      • Communication studies (GTC)
  • Society & social sciences (J)
    • Sociology & anthropology (JH)
    • Psychology (JM)
      • Occupational & industrial psychology (JMJ)
    • Politics & government (JP)

BISAC Classifications

  • Art (ART)
    • ART / Business Aspects (ART043000)
  • Political Science (POL)
    • POLITICAL SCIENCE / General (POL000000)
  • Psychology (PSY)
    • PSYCHOLOGY / Industrial & Organizational Psychology (PSY021000)
  • Social Science (SOC)
    • SOCIAL SCIENCE / General (SOC000000)

THEMA Classifications

  • Reference, Information & Interdisciplinary subjects (G)
    • Interdisciplinary studies (GT)
      • Communication studies (GTC)
  • Society & Social Sciences (J)
    • Society & culture: general (JB)
      • Cultural & media studies (JBC)
        • Media studies (JBCT)
          • Media studies: advertising & society (JBCT3)
      • Social & ethical issues (JBF)
        • Consumerism (JBFS)
    • Sociology & anthropology (JH)
    • Psychology (JM)
      • Occupational & industrial psychology (JMJ)
    • Politics & government (JP)
  • Law (L)
    • Laws of specific jurisdictions & specific areas of law (LN)
      • Entertainment & media law (LNJ)