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Skip to 0 minutes and 24 seconds We did neuro science,neuro marketing, we did virtual reality, and we use the video. And next one is about eye tracking, which means from your eye movement seeing your experience, your attention, and your responses. This is a psychological response, including but not limited as the slide says to electro dermal activity, your skin. They have worn some kind of device on your skin, on your finger. They can test randomly your skin responses, blood pressure of course, and heart rate you post, and eye movement. When you go to one place, definitely have a first start where you aim to and how you stay with that point, and then move to the next subject. The moment and the facial muscle.

Skip to 1 minute and 26 seconds You’re angry, you’re excited, you’re happy, smiling, you’re crying. Of course, they have facial activity. There are all different things together to test people’s emotion and feeling.

Skip to 1 minute and 41 seconds This is a list of applications in eye tracking. You can use the human factors, and also you can use it in the market area, also you can see the social behavior, and so on. This is the application in the eye tracking study. There are two figures to show you. From your screen on the left side actually is the movement. Number one is the point when people see that photo, or maybe the participant people want to do a web study. The company creates a website, they want to see what point you start to look at first. Then how long stay at that point. Then you’ll move to next one. This is the path from number one to all the numbers here.

Skip to 2 minutes and 36 seconds And they can indicate, where they look starts in the first. And all the sizes of bottom sometimes indicate how long you stay there. But on the right corner side, look at the corner side, the figure is your brain image. The red part, just like a heat generated, or maybe excitement. This also you needs to have some particular specialists to work with you together to try to get the data, because they will download all the data, then you can analyze the data. This is the purpose, of course, from your post, from your bottom pressure, and from your skin, maybe, face muscle, in all different ways they can wear some devices to measure. It’s very popular right now in the marketing area.

Skip to 3 minutes and 31 seconds And also, I think in quite many universities including our school, we had that equipment, and students do that kind of study. Eye tracking is getting popular. Right now, one short video can share some information about this. how can you use the eye tracking techniques to do the study.

Skip to 5 minutes and 57 seconds Now, I list several different methods and of course there are more methods you can use. But these three are from the video. Of course, you can use audio, video, and you can use virtual reality. And you can use neuro marketing techniques, and you can use eye tracking. All these the techniques actually can be used to do the experiment study. That is a list from number one to eight, which is generally step by step. for example, you develop the hypothesis first, and create operational definition for the independent and dependent variables, because eventually you still need to collect data, either by self-report or maybe by downloading data from your experimental results. Number three, you randomly select example of participants from the population.

Skip to 6 minutes and 54 seconds For example, this is the study we did for virtual reality. We have eight conditions, because we have eight different models of room, based on their color, based on their hues, and based on the brightness, so in eight conditions we random assign participants to each condition. Then you need to see how many we have? Fifty for each one. You have twenty-five or more. That’s why you need to decide who with your participants and how you assign the participants to each condition and how many participants for each group.

Skip to 7 minutes and 37 seconds And then, random assignment can present to the experimental and control group, and exposed experiment group for different conditions that control the variables, and learned impact of the independent variable by measuring the dependent variables for both groups, which means going to the analysis part and the rest to the last one. They use statistics methods to get the result or the cause of relationship, maybe general, or simple relationship between your independent and dependent variable together. So, that’s its basical experimental step you can (do). If you want to do that, that’s a basic guideline for you.

Eye tracking experiment

By the end of this video, you will have a good understanding of eye tracking experiment and how to do an effective experiment step by step from Professor Qu Hailin.

Do you think the eye tracking experiment can really fully measure the participants’ true reactions?

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Research Methods in Tourism Studies

Nankai University