Casos exploratorios aplicados a partir de distintos diseños metodológicoseye-tracking fijo y online

  1. Martínez Martínez, Luz 1
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Revue:
Comunicación & métodos

ISSN: 2659-9538

Année de publication: 2021

Titre de la publication: Methods for investigating communication

Volumen: 3

Número: 2

Pages: 125-141

Type: Article

DOI: 10.35951/V3I2.136 DIALNET GOOGLE SCHOLAR lock_openAccès ouvert editor

D'autres publications dans: Comunicación & métodos

Résumé

Neurocommunication tools make possible to record and analyze the implicit or unaware responses of individuals while viewing a creative, a video, a web page or reading a text. Techniques such as eye-tracking allow the study of attention, engagement, attraction and cognitive processes in a quantitative and rigorous way. The objectives are: 1) to analyze the characteristics of different tools for the study of eye-tracking, 2) to study the differences between the fixed and online eye-tracker, 3) to define the functionality of the different tools based on the type of research desired and 4) study different methodological designs of neurocommunication with different types of eye-tracking. For this, an in-depth descriptive analysis of various types of tracker (fixed and online), characteristics and biometric measurements are presented. Three exploratory cases applied from different methodological designs that allow defining the functionality of these tools in the field of communication research are analyzed.

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