Eye tracking the user experience: a practical guide to research
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Brooklyn, NY
Rosenfeld Media
[2013]
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xiv, 304 Seiten Illustrationen, Diagramme |
| ISBN: | 1933820101 9781933820101 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804151750177849344 |
|---|---|
| adam_text | CONTENTS
How to Use This Book
Frequently Asked Questions
Foreword
PART I: WHY EYE TRACKING?
CHAPTER
1
Eye Tracking: What s All the Hoopla?
What Is Eye Tracking, Anyway?
Why Do the Eyes Move?
How Do the Eyes Move?
Why Should You Care Where People Look?
Why Do People Look at What They Look At?
Applications for Eye Tracking
Tool or Method?
Summary
CHAPTER
2
To Track or Not to Track
The Three Questions
Actionable Eye Tracking
Qualitative Insight: Detecting and
Explaining Usability Issues
Quantitative Insight: Measuring Differences
In Search of the Simplest Solution
Using Eye Tracking to Gain Stakeholders Buy-In
Summary
PART II: STUDY PREPARATION
CHAPTER
3
Eye Trackers and Other Necessary
Resources
Not All Eye Trackers Are Created Equal
III
v
xii
3
6
10
12
13
14
15
17
19
21
22
23
26
34
40
42
44
47
48
VII
Technical
Specs You d Probably Rather
Not Know About
56
Why, in the End, Specs Don t Matter So Much
62
Do Your Homework
64
Other Necessary Resources
66
Outsourcing
66
Summary
67
CHAPTER
4
Time to Roll Up the Sleeves
69
Identifying Research Questions
70
Preparing Stimuli for Eye Tracking
72
Presenting Stimuli
79
Creating Tasks
84
Administering Tasks
90
Summary
93
CHAPTER
5
Combining Eye Tracking with
Other Methods
95
Eye Tracking Can t Answer All Questions...
97
...But It Helps Interpret Non-Eye Tracking Findings
97
Other Data Help Interpret and Qualify
Eye Tracking Findings
100
Collecting Other Data in Eye Tracking Studies
103
Summary
105
CHAPTER
6
Verbal Protocols and Eye Tracking
1O7
Concurrent vs. Retrospective Verbal Protocol
108
Which Protocol to Use with Eye Tracking?
108
Memory Cues to Help with Retrospection
110
How Good Is the Gaze-Cued Retrospective
Verbal Protocol?
Л4
viii
Contents
Targeted Probing Techniques
115
Advantages of Targeted Probing
117
Summary
119
CHAPTER
7
Eye Tracking Measures
121
There Are More Eye Tracking Measures
Than You May Think
122
Interpretation Depends on Goals and Stimuli
123
Types of Measures
123
Measures of Attraction
125
Measures of Performance
133
Less Is More
142
Summary
143
CHAPTER
8
No Participants, No Study
145
Recruiting Trackable Participants
146
The Myth of
30
Participants
149
So, How Many Participants Do
1
Really Need?
150
Sample Size for Formative Studies
151
Sample Size for Summative Studies
153
Practically Speaking
162
Summary
163
PART III: DATA COLLECTION
CHAPTER
9
It s Tracking Time!
167
Lab Setup
168
Pilot Testing
170
Participants Awareness of Being Eye Tracked
173
Eye Camera Setup
174
Calibration
176
Contents
IX
Practice
Tasks
180
Active
Live Viewing
181
Logging Unusual Events
184
Instructions for Observers
187
Summary
188
PART IV: ANALYSIS AND REPORTING
CHAPTER
10
Data Extraction and Preparation
191
Setting Fixation Criteria
192
Drawing Areas of Interest (AOIs)
196
Extracting Measures and Exporting Data
205
Cleansing Data
207
Don t Jump the Gun
212
Summary
213
CHAPTER
11
Eye Tracking Data Visualizations
215
Classification of Visualizations
216
Gaze Plots
/
Scanpaths
218
Gaze Videos
221
Bee Swarms
223
Heatmaps and Focus Maps
224
Dynamic Heatmaps
234
Summary
236
CHAPTER
12
Qualitative Data Analysis
239
Visualizations for Qualitative Analysis
240
No Hard-and-Fast Rules, Sorry!
241
Target Search Analysis Framework
241
Contents
Step
1:
Define Success
243
Step
2:
Determine the Search Outcome
247
Step
3:
Analyze Failures to Explain Why
They Happened
248
Step
4:
Analyze Successes to Detect
Potential Issues
258
What About More Open-Ended Tasks?
262
Qualitative Analysis of Comprehension Tasks
262
Summary
266
CHAPTER
13
Quantitative Data Analysis
269
Select Measures Early
270
Compare, Compare, Compare
270
Fun with Inferential Statistics
273
Graphing the Data
274
Painting a Picture
279
Describing the Findings
282
Structuring the Report to Tell a Story
284
Unrealized Potential of Quantitative Eye Tracking
286
Summary
287
Index
289
Figure Credits
301
Acknowledgments
302
About the Author
304
Contents
xi
|
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| discipline | Pädagogik Informatik Psychologie Wirtschaftswissenschaften |
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| spelling | Bojko, Aga Verfasser (DE-588)1049715519 aut Eye tracking the user experience a practical guide to research Aga Bojko Brooklyn, NY Rosenfeld Media [2013] © 2013 xiv, 304 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Augenfolgebewegung (DE-588)4301487-2 gnd rswk-swf Bewertung (DE-588)4006340-9 gnd rswk-swf Web-Seite (DE-588)4356308-9 gnd rswk-swf Mensch-Maschine-Kommunikation (DE-588)4125909-9 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf Web-Seite (DE-588)4356308-9 s Augenfolgebewegung (DE-588)4301487-2 s Marktforschung (DE-588)4037630-8 s DE-604 Mensch-Maschine-Kommunikation (DE-588)4125909-9 s Bewertung (DE-588)4006340-9 s b DE-604 Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027012289&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Bojko, Aga Eye tracking the user experience a practical guide to research Augenfolgebewegung (DE-588)4301487-2 gnd Bewertung (DE-588)4006340-9 gnd Web-Seite (DE-588)4356308-9 gnd Mensch-Maschine-Kommunikation (DE-588)4125909-9 gnd Marktforschung (DE-588)4037630-8 gnd |
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| title | Eye tracking the user experience a practical guide to research |
| title_auth | Eye tracking the user experience a practical guide to research |
| title_exact_search | Eye tracking the user experience a practical guide to research |
| title_full | Eye tracking the user experience a practical guide to research Aga Bojko |
| title_fullStr | Eye tracking the user experience a practical guide to research Aga Bojko |
| title_full_unstemmed | Eye tracking the user experience a practical guide to research Aga Bojko |
| title_short | Eye tracking the user experience |
| title_sort | eye tracking the user experience a practical guide to research |
| title_sub | a practical guide to research |
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