Assessing the Impact of Political Involvement on the Reliability and Validity of Virtualized Real-time-response Measurement

Abstract How does political involvement impact on data quality of virtualized Real-Time-Response (RTR) Measurement? The article addresses this issue, drawing on a large field study (n = 5660) conducted during the 2017 German general election campaign. Since it is unclear how heterogeneous characteristics of individuals influence data quality of RTR-Measurement from audiences surveyed outside the lab, we assess the impact of political involvement on the reliability and validity of virtualized real-time-response data. We show that political involvement shapes reliability and validity systematically but to a degree that does not compromise established standards of data quality. Thus, we conclude that virtualized RTR outside the laboratory with limited means of control is an appropriate method to survey heterogeneous samples in large N-field studies and therefore offers new paths of data collection.