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

ISBN-13: 9783631577431 / Angielski / Miękka / 2009 / 208 str.

Juergen Maier; Michaela Maier; Marcus Maurer

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.

Spis treści

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.

O autorze

The Editors: Jürgen Maier is Junior Professor of Social Science Research Methods at the University of Kaiserslautern.
Michaela Maier is Professor of Applied Communication Psychology at the University of Koblenz-Landau.
Marcus Maurer is an Assistant Professor in the Department of Communication at the University of Mainz.
Carsten Reinemann is Professor of Political Communication at the University of Munich.
Vincent Meyer is Professor of Information and Communication Sciences at the University of Metz (France).