Search

One of the benefits of web-based research is the capacity to deliver video content directly to individual survey participants. However, yet to be investigated is whether the participant demographic and attitudinal characteristics are distorted when respondents are asked to view and respond to videos on their personal computers. To address this question, this research paper focuses on two potential types of selection bias introduced into web-based studies with video content: (1) that resulting from respondents’ differential ability to view videos; and (2) that resulting from demographic and motivational influences of adequate exposure to video content. Through a secondary analysis of two studies focusing on adult cigarette smokers living in the United States, this research paper investigates whether the ability to view videos differs between demographic groups, whether respondents who do not view videos for their full duration differ from those who view videos for an appropriate amount of time, and whether video characteristics influenced this relationship. Results show that age, education, sex, household internet access, and work status influence the likelihood of a respondent reporting an inability to view videos. In addition, age, employment status, and congeniality of and interest in issue topic affect adequate video viewing times. These outcomes suggest that although web-based studies offer many advantages, the inclusion of videos within these surveys has the potential to undermine the accuracy of study findings and distort the representative nature of the study sample. Recommendations for minimizing potential distortions are presented. [ABSTRACT FROM PUBLISHER]

Real-time response (RTR) measurement is an important technique for analyzing human processing of electronic media stimuli. Although it has been demonstrated that RTR data are reliable and internally valid, some argue that they lack external validity. The reason for this is that RTR measurement is restricted to a laboratory environment due to its technical requirements. This paper introduces a smartphone app that 1) captures real-time responses using the dial technique and 2) provides a solution for one of the most important problems in RTR measurement, the (automatic) synchronization of RTR data. In addition, it explores the reliability and validity of mobile RTR measurement by comparing the real-time reactions of two samples of young and welleducated voters to the 2013 German televised debate. Whereas the first sample participated in a classical laboratory study, the second sample was equipped with our mobile RTR system and watched the debate at home. Results indicate that the mobile RTR system yields similar results to the lab-based RTR measurement, providing evidence that laboratory studies using RTR are externally valid. In particular, the argument that the artificial reception situation creates artificial results has to be questioned. In addition, we conclude that RTR measurement outside the lab is possible. Hence, mobile RTR opens the door for large-scale studies to better understand the processing and impact of electronic media content. [ABSTRACT FROM AUTHOR]