EBOOK Eye Tracking:A comprehensive guide to methods and measures -

EBOOK Eye Tracking:A comprehensive guide to methods and measures
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Wydawnictwo: Oxford University Press
ISBN: 9780191625428
EAN: 737517E9EB
Format: 0,0 x 0,0 x 0,0
Oprawa: ...
Stron: 560
Data wydania: 2011
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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 we encounterEye        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. The ability to record        eye-movements has helped advance our science and led to technological innovations.          However, thegrowth of eye tracking in recent years has also presented a variety of        challenges - in particular the issue of how to design an eye-tracking experiment,        and how to analyse the data.This book is a much needed comprehensive handbook of eye        tracking methodology. 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 this 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 usingAOIs, 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 data into oculomotor events, and how to calculate other representations        of eye movements such as heat maps and transition matrices.Part III gives a        comprehensive outline of the measures which can be calculated using the events and        representations describedin Part II. This is a taxonomy of the measures available to        eye-tracking researchers, sorted by type of movement of the eyes and type of        analysis.For anyone in the sciences considering conducting research involving        eye-tracking, this book will be an essential reference work.

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