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18 - Eyetracking Research

from Part IV - Behavioral Measures

Published online by Cambridge University Press:  12 December 2024

By
Anjali K. Jogeshwar  and
Jeff B. Pelz
Edited by
John E. Edlund  and
Austin Lee Nichols
John E. Edlund
Affiliation:
Rochester Institute of Technology, New York
Austin Lee Nichols
Affiliation:
Central European University, Vienna
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Summary

This chapter describes the use of eyetracking as an advanced research tool in the social and behavioral sciences. It covers the correlation of eye movements to behavior, the basic anatomy of the eye and its movements, and different kinds of eyetrackers that can be used to capture a range of behaviors. It also explains how one should select an eyetracker, and how to obtain good-quality data. Data quality always affects the final result, and this chapter explains how the accuracy and precision of gaze data affect behavioral analysis along with giving examples about the real-life application of eyetracking in social and behavioral research. The potential of eyetracking as a technology is vast, providing a window to the visual perception which is likely to make eyetracking a very important tool in the years to come.

Type
Chapter
Information
The Cambridge Handbook of Research Methods and Statistics for the Social and Behavioral Sciences
Volume 2: Performing Research
 , pp. 398 - 424
Publisher: Cambridge University Press
Print publication year: 2024

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