Zeszyty Naukowe Uniwersytetu Szczecińskiego. Studia Informatica

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ISSN: 0867-1753     eISSN: 2300-410X    OAI    DOI: 10.18276/si.2015.36-13
CC BY-SA   Open Access 

Issue archive / ZN 863 SI nr 36
Eye tracking w badaniach marketingowych
(Eye tracking in marketing research)

Authors: Barbara Wąsikowska
Uniwersytet Szczeciński, Wydział Nauk Ekonomicznych i Zarządzania, Instytut Informatyki w Zarządzaniu
Keywords: eye tracking marketing marketing research
Data publikacji całości:2015
Page range:16 (177-192)
Cited-by (Crossref) ?:

Abstract

Eye tracking is a technique developed over a hundred years ago for the purposes of such sciences as psychology and medicine. In recent years, however, it has found a wide application in economics and management. In the article the eye tracker way of working and methods of analysis and presentations of data acquired during this kind of research were discussed. There were also presented examples of this technique applications in marketing research.
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