Utilization of eye-tracking research approach in marketing: current issues and future agendas
Utilization of eye-tracking research approach in marketing: current issues and future agendas
Author(s): Pavel ŠtrachSubject(s): Methodology and research technology, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Eye-tracking; Marketing; Marketing communications; Research methodology;
Summary/Abstract: Eye tracking research and applications have recently become common among marketing practitioners as well in academic research. The paper reviews foundational elements of eye-tracking-based research in marketing, provides discussion on technological tools, measurements and current research applications in the area of marketing in general and in marketing communications in particular. The paper concludes with future applications and agendas.
Journal: Marketing Identity
- Issue Year: 5/2017
- Issue No: 1/1
- Page Range: 216-222
- Page Count: 7
- Language: English