Eye-tracking: Collecting data – management, process, analysis and interpretation

Katelijn Quartier, Kim Janssens

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

Abstract

This chapter sheds light on the qualitative research method of combining eye-tracking with in-depth interviews. By linking people’s gaze behaviour when browsing in a store with in-depth questions, a rich understanding of the customer journey unfolds. The objective of this chapter is to give insight into how to set-up and analyse this type of research.

Original languageEnglish
Title of host publicationResearching and Analysing Business
Subtitle of host publicationResearch Methods in Practice
EditorsPantea Foroudi, Charles Dennis
PublisherRoutledge, Taylor & Francis Group
Chapter13
Pages193-204
Number of pages12
ISBN (Electronic)9781003107774
ISBN (Print)9780367620646
DOIs
Publication statusPublished - 2023

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