"...each chapter does an exceptional job of explaining the usefulness of the technique it presents....many also provide very rich and informative theoretical and historical contexts for the measurement techniques and procedures under consideration....will likely be a very useful and appropriate reader for many graduate courses in quantitative research methods....I look forward to reading the research that results from scholars who are armed with the information presented in this volume..."—Journal of Broadcasting & Electronic Media"Whether the reader is interested in qualitative or quantitative research or is exploring practical or theoretical research questions, this book will prove helpful. In addition to being a good resource for scholars, it might be a useful supplementary text for a graduate research methods course."—Public Relations Review

• Contents: Preface. M.A. Shapiro, Think-Aloud and Thought-List Procedures in Investigating Mental Processes. F. Biocca, P. David, M. West, Continuous Response Measurement (CRM): A Computerized Tool for Research on the Cognitive Processing of Communication Messages. E. Thorson, Using Eyes on Screen as a Measure of Attention to Television. M.D. Basil, Secondary Reaction-Time Measures. A. Lang, What Can the Heart Tell Us About Thinking? R. Hopkins, J.E. Fletcher, Electrodermal Measurement: Particularly Effective for Forecasting Message Influence on Sales Appeal. M.A. Shapiro, Signal Detection Measures of Recognition Memory. G.T. Cameron, D.A. Frieske, The Time Needed to Answer: Measurement of Memory Response Latency. B. Reeves, S. Geiger, Designing Experiments That Assess Psychological Responses to Media Messages. J.H. Watt, Detection and Modeling of Time-Sequenced Processes. E.P. Lorch, Measuring Children's Cognitive Processing of Television. A. Lang, Comments on Setting up a Laboratory.

"...each chapter does an exceptional job of explaining the usefulness of the technique it presents....many also provide very rich and informative theoretical and historical contexts for the measurement techniques and procedures under consideration....will likely be a very useful and appropriate reader for many graduate courses in quantitative research methods....I look forward to reading the research that results from scholars who are armed with the information presented in this volume..."—Journal of Broadcasting & Electronic Media"Whether the reader is interested in qualitative or quantitative research or is exploring practical or theoretical research questions, this book will prove helpful. In addition to being a good resource for scholars, it might be a useful supplementary text for a graduate research methods course."—Public Relations Review

• Contents: Preface. M.A. Shapiro, Think-Aloud and Thought-List Procedures in Investigating Mental Processes. F. Biocca, P. David, M. West, Continuous Response Measurement (CRM): A Computerized Tool for Research on the Cognitive Processing of Communication Messages. E. Thorson, Using Eyes on Screen as a Measure of Attention to Television. M.D. Basil, Secondary Reaction-Time Measures. A. Lang, What Can the Heart Tell Us About Thinking? R. Hopkins, J.E. Fletcher, Electrodermal Measurement: Particularly Effective for Forecasting Message Influence on Sales Appeal. M.A. Shapiro, Signal Detection Measures of Recognition Memory. G.T. Cameron, D.A. Frieske, The Time Needed to Answer: Measurement of Memory Response Latency. B. Reeves, S. Geiger, Designing Experiments That Assess Psychological Responses to Media Messages. J.H. Watt, Detection and Modeling of Time-Sequenced Processes. E.P. Lorch, Measuring Children's Cognitive Processing of Television. A. Lang, Comments on Setting up a Laboratory.

"...each chapter does an exceptional job of explaining the usefulness of the technique it presents....many also provide very rich and informative theoretical and historical contexts for the measurement techniques and procedures under consideration....will likely be a very useful and appropriate reader for many graduate courses in quantitative research methods....I look forward to reading the research that results from scholars who are armed with the information presented in this volume..."—Journal of Broadcasting & Electronic Media"Whether the reader is interested in qualitative or quantitative research or is exploring practical or theoretical research questions, this book will prove helpful. In addition to being a good resource for scholars, it might be a useful supplementary text for a graduate research methods course."—Public Relations Review

• Contents: Preface. M.A. Shapiro, Think-Aloud and Thought-List Procedures in Investigating Mental Processes. F. Biocca, P. David, M. West, Continuous Response Measurement (CRM): A Computerized Tool for Research on the Cognitive Processing of Communication Messages. E. Thorson, Using Eyes on Screen as a Measure of Attention to Television. M.D. Basil, Secondary Reaction-Time Measures. A. Lang, What Can the Heart Tell Us About Thinking? R. Hopkins, J.E. Fletcher, Electrodermal Measurement: Particularly Effective for Forecasting Message Influence on Sales Appeal. M.A. Shapiro, Signal Detection Measures of Recognition Memory. G.T. Cameron, D.A. Frieske, The Time Needed to Answer: Measurement of Memory Response Latency. B. Reeves, S. Geiger, Designing Experiments That Assess Psychological Responses to Media Messages. J.H. Watt, Detection and Modeling of Time-Sequenced Processes. E.P. Lorch, Measuring Children's Cognitive Processing of Television. A. Lang, Comments on Setting up a Laboratory.