Clustered insights: Improving eye tracking data analysis using scan statistics
Christian Purucker
University of Würzburg
Jan R. Landwehr
Goethe University Frankfurt
David E. Sprott
Washington State University
Andreas Herrmann
University of St. Gallen
Introduction
Marketing research using eye tracking methods is broad. Recent growth in the use of these methods has been driven by tremendous technological advancements in eye tracking equipment with resultant adoption by a wide range of researchers and practitioners (Duchowski 2002). Various methods have been used to analyse eye tracking data, but most procedures rely upon traditional eye tracking metrics (Duchowski 2007), such as the number of...