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Bibliografická citace

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BK
New York : Rosenfeld Media, c2013
xiv, 304 s. : barev. il. ; 23 cm

objednat
ISBN 978-1-933820-10-1 (brož.)
Obsahuje bibliografické odkazy a rejstřík
001417349
CONTENTS // How to Use This Book iii // Frequently Asked Questions v // Foreword xii // // CHAPTER 1 // Eye Tracking: What’s All the Hoopla? 3 // What Is Eye Tracking, Anyway? 6 // Why Do the Eyes Move? 10 // How Do the Eyes Move? 12 // Why Should You Care Where People Look? 13 // Why Do People Look at What They Look At? 14 // Applications for Eye Tracking 15 // Tool or Method? 17 // Summary 19 // CHAPTER 2 // To Track or Not to Track 21 // The Three Questions 22 // Actionable Eye Tracking 23 // Qualitative Insight: Detecting and Explaining Usability Issues 26 // Quantitative Insight: Measuring Differences 34 // In Search of the Simplest Solution 40 // Using Eye Tracking to Gain Stakeholders’ Buy-In 42 // Summary 44 // // CHAPTER 3 // Eye Trackers and Other Necessary Resources 47 // Not All Eye Trackers Are Created Equal 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 ?0 // Collecting
Other Data in Eye Tracking Studies 103 // Summary 105 // CHAPTER 6 // Verbal Protocols and Eye Tracking 107 // 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? 114 // 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 I Really Need? 150 // Sample Size for Formative Studies 151 // Sample Size for Summative Studies 153 // Practically Speaking 162 // Summary 163 // // 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 // // 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 Fleatmaps 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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