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 language | English |
|---|---|
| Title of host publication | Researching and Analysing Business |
| Subtitle of host publication | Research Methods in Practice |
| Editors | Pantea Foroudi, Charles Dennis |
| Publisher | Routledge, Taylor & Francis Group |
| Chapter | 13 |
| Pages | 193-204 |
| Number of pages | 12 |
| ISBN (Electronic) | 9781003107774 |
| ISBN (Print) | 9780367620646 |
| DOIs | |
| Publication status | Published - 2024 |