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Real-Time Response Measurement in the Social Sciences: Methodological Perspectives and Applications

Edited by Jürgen Maier, Edited by Marcus Maurer, Edited by Marcus Maurer, Edited by Carsten Reinemann

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normal price: R 2 105.95

Price: R 1 894.95

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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.

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Normally shipped | This title will be printed on demand for your order. Delivery will be 6 weeks or less.
Publisher | Peter Lang AG
Published date | 17 Nov 2009
Language |
Format | Paperback / softback
Pages | 208
Dimensions | 210 x 148 x 0mm (L x W x H)
Weight | 290g
ISBN | 978-3-6315-7743-1
Readership Age |
BISAC | art / business aspects

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