Reaction profiles: Studies of methodology

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Abstract
An oversimplification of the status of communications research might state that we have the tools to investigate the communications channel (such as information theory), and other tools to give us data from which to make inferences about the sources of messages and their intended purposes (such as games theory and content analysis). However, the study of the effects of mass communications is made more difficult by the lack of universally accepted research tools. It is to help in the forging of such a tool, and not to investigate a specific communications event, that this article has been written. It is an effort to answer the question which is so important to the broadcasting industry: “what is the best way to measure, minute‐by‐minute, the reactions of an audience to a broadcast program?”

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