CHAPTER 4

Question 1

Eye tracking methods

Answer 1

online processes reflected in eye movements (indicators of visual attention)

Question 2

Eye trackers

Answer 2

Tech using infrared cameras.
Two types:
- wearable (head-mounted, glasses)
- remote (fixed, mobile)

Question 3

Wearable eye trackers, advantages, disadvantages

Answer 3

Advantages:
- high temporal resolution and precision
- free movement and research in real settings (glasses) –> high external validity
Disadvantages:
- can be invasive and heavy (head-mounted)
- complicated data processing and aggregating

Question 4

Remote eye trackers,advantages and disadvantages

Answer 4

Advantages:
- remote and contact free
-can be used to study interactions of several respondents
Disadvantages:
- limited head movements
- difficult to use in the field

Question 5

Types of eye movements

Answer 5

• fixations (eye is still on a point, info extracted)
• saccades (rapid eye movements in-between two fixations)
• smooth pursuit (visual tracking of a moving target)

Question 6

Data visualization

Answer 6

• scan path: sequence of fixations
• heat map: “hot” areas, areas that received most attention (longest fixations)
• areas of interest (AOIs): areas corresponding to meaningful objects (for the reearcher)

Question 7

Key variables

Answer 7

• fixation position
• fixation duration
• pupil dilation
  Data can be aggregated across different dimensions (time, space, participants)