Diagnosing Communications Problems with Continuous Measures of Subjects' Responses: Applications, Potential Applications, Limitations, and Future Research

Abstract

Abstract Microcomputer and video developments have made it possible to collect subjects' immediate responses to continuous stimuli, such as television commercials, and to have instant polling results from categorical questions. The applications have become confused, so that this new technology is frequently misapplied. Some of the microcomputer hardware and software lacks sensitivity, so that measures can be misleading. The discussion is based on the author's six years of experience in developing four generations of hardware and software for real-time communications research. Commercial studies illustrate successful applications of the technology, while exploratory academic studies point the direction for new applications. All of these studies revealed weaknesses with the present technology, which required the fourth-generation system. An example from this system is shown and plans for future research are noted.