Contributor(s):Author: Prof Kenneth Holmqvist Author: Dr Richard Andersson 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 around us.
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.
However, despite the scientific advancements and technological innovations resulting from recording eye movements, the growth of eye tracking also presents a variety of challenges-in particular how to design an eye-tracking experiment and analyse the data to fit your needs.
This volume is a much needed comprehensive handbook of eye-tracking methodology.
In its second edition, 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 the 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 Areas Of Interest (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 dat.
Createspace Independent Publishing Platform Eye tracking: a comprehensive guide to methods, paradigms, and measures, paperback/prof kenneth holmqvist
