Eye Tracking

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Eye Tracking

Author : Kenneth Holmqvist
ISBN : 9780191625428
Genre : Psychology
File Size : 56.90 MB
Format : PDF, ePub, Docs
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We make 3-5 eye movements per second, and these movements are crucial in helping us deal with the vast amounts of information we encounter in our everyday lives. In recent years, thanks to the development of eye tracking technology, there has been a growing interest in monitoring and measuring these movements, with a view to understanding how we attend to and process the visual information we encounter Eye tracking as a research tool is now more accessible than ever, and is growing in popularity amongst researchers from a whole host of different disciplines. Usability analysts, sports scientists, cognitive psychologists, reading researchers, psycholinguists, neurophysiologists, electrical engineers, and others, all have a vested interest in eye tracking for different reasons. The ability to record eye-movements has helped advance our science and led to technological innovations. However, the growth of eye tracking in recent years has also presented a variety of challenges - in particular the issue of how to design an eye-tracking experiment, and how to analyse the data. This book is a much needed comprehensive handbook of eye tracking methodology. It describes how to evaluate and acquire an eye-tracker, how to plan and design an eye tracking study, and how to record and analyse eye-movement data. Besides technical details and theory, the heart of this book revolves around practicality - how raw data samples are converted into fixations and saccades using event detection algorithms, how the different representations of eye movement data are calculated using AOIs, heat maps and scanpaths, and how all the measures of eye movements relate to these processes. Part I presents the technology and skills needed to perform high-quality research with eye-trackers. Part II covers the predominant methods applied to the data which eye-trackers record. These include the parsing of raw sample data into oculomotor events, and how to calculate other representations of eye movements such as heat maps and transition matrices. Part III gives a comprehensive outline of the measures which can be calculated using the events and representations described in Part II. This is a taxonomy of the measures available to eye-tracking researchers, sorted by type of movement of the eyes and type of analysis. For anyone in the sciences considering conducting research involving eye-tracking, this book will be an essential reference work.
Category: Psychology
Eye Tracking
Language: en
Pages: 560
Authors: Kenneth Holmqvist, Marcus Nyström, Richard Andersson, Richard Dewhurst, Halszka Jarodzka, Joost van de Weijer
Categories: Psychology
Type: BOOK - Published: 2011-09-22 - Publisher: OUP Oxford

We make 3-5 eye movements per second, and these movements are crucial in helping us deal with the vast amounts of information we encounter in our everyday lives. In recent years, thanks to the development of eye tracking technology, there has been a growing interest in monitoring and measuring these
Eye Tracking for Visual Marketing
Language: en
Pages: 93
Authors: Michel Wedel, Rik Pieters
Categories: Business & Economics
Type: BOOK - Published: 2008 - Publisher: Now Publishers Inc

Eye-Tracking for Visual Marketing examines the structure of the eye, the visual brain, eye-movements, and methods for recording and analyzing them. It describes the authors' theory and reviews eye-tracking applications in marketing based on this theory.
Current Trends in Eye Tracking Research
Language: en
Pages: 345
Authors: Mike Horsley, Matt Eliot, Bruce Allen Knight, Ronan Reilly
Categories: Education
Type: BOOK - Published: 2013-12-11 - Publisher: Springer Science & Business Media

Our eye movements in response to visual stimuli reveal much about how we experience the world. Focusing on the latest developments in the multidisciplinary field of eye tracking research, this volume ranges across a wide spectrum of research applications, with four sections covering the plethora of practical uses to which
Eye Tracking Methodology
Language: en
Pages: 366
Authors: Andrew T. Duchowski
Categories: Computers
Type: BOOK - Published: 2017-06-29 - Publisher: Springer

This book focuses on video-based, corneal-reflection eye trackers – the most widely available and affordable type of system, and takes a look at a number of interesting and challenging applications in human factors, collaborative systems, virtual reality, marketing and advertising. The third edition has been extensively revised and extended, and
Eye Tracking in User Experience Design
Language: en
Pages: 374
Authors: Jennifer Romano Bergstrom, Andrew Jonathan Schall
Categories: Computers
Type: BOOK - Published: 2014 - Publisher: Morgan Kaufmann

Eye Tracking for User Experience Design explores the many applications of eye tracking to better understand how users view and interact with technology. Ten leading experts in eye tracking discuss how they have taken advantage of this new technology to understand, design, and evaluate user experience. Real-world stories are included