All Virtue Is Relative: A Response to Prior

Abstract

In “The Challenge of Measuring Media Exposure: Reply to Dilliplane, Goldman, and Mutz,” Markus Prior suggests that scholars should avoid using a new method of measuring exposure to political television that we evaluated in a recent article published in the American Journal of Political Science. We respond to each of his criticisms, concluding that although no measurement approach is without its flaws, scholars should always use the best approach that is available at any given point in time.