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Practical field use of eye-tracking devices for consumer research in the retail environment

Behe, Bridget K, Fernandez, R Thomas, Huddleston, Patricia T, Minahan, Stella, Getter, Kristen L, Sage, Lynnell and Jones, Allison M 2013, Practical field use of eye-tracking devices for consumer research in the retail environment, HortTechnology, vol. 23, no. 4, pp. 517-527.

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Title Practical field use of eye-tracking devices for consumer research in the retail environment
Author(s) Behe, Bridget K
Fernandez, R Thomas
Huddleston, Patricia T
Minahan, Stella
Getter, Kristen L
Sage, Lynnell
Jones, Allison M
Journal name HortTechnology
Volume number 23
Issue number 4
Start page 517
End page 527
Total pages 10
Publisher American Society for Horticultural Science
Place of publication Alexandria, Va.
Publication date 2013
ISSN 1063-0198
1943-7714
Keyword(s) consumer research
garden center
marketing
survey
technology
Summary Eye-tracking equipment is now affordable and portable, making it a practical instrument for consumer research. Engineered to best analyze gaze on a plane (e.g., a retail shelf), both portable eye-tracking glasses and computer monitor–mounted hardware can play key roles in analyzing merchandise displays to better understand what consumers view. Researchers and practitioners can use that information to improve the sales efficacy of displays. Eye-tracking hardware was nearly exclusively used to investigate the reading process but can now be used for a broader range of study, namely in retail settings. This article presents an approach to using glasses eye tracker (GET) and light eye tracker (LET) eye-tracking hardware for applied consumer research in the field. We outline equipment use, study construction, data extraction as well as benefits and limitations of the technology collected from several pilot studies.
Language eng
Field of Research 150505 Marketing Research Methodology
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1 Refereed article in a scholarly journal
Persistent URL http://hdl.handle.net/10536/DRO/DU:30056273

Document type: Journal Article
Collections: Faculty of Business and Law
Deakin Graduate School of Business
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Created: Tue, 01 Oct 2013, 11:42:43 EST by Aysun Alpyurek

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