Eye Tracking: A comprehensive guide to methods and measures, by Kenneth Holmqvist, Marcus Nyström, Richard Andersson, Richard Dewhurs

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Eye Tracking: A comprehensive guide to methods and measures, by Kenneth Holmqvist, Marcus Nyström, Richard Andersson, Richard Dewhurs

Eye Tracking: A comprehensive guide to methods and measures, by Kenneth Holmqvist, Marcus Nyström, Richard Andersson, Richard Dewhurs

Eye Tracking: A comprehensive guide to methods and measures, by Kenneth Holmqvist, Marcus Nyström, Richard Andersson, Richard Dewhurs

Free Ebook Eye Tracking: A comprehensive guide to methods and measures, by Kenneth Holmqvist, Marcus Nyström, Richard Andersson, Richard Dewhurs

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Eye Tracking: A comprehensive guide to methods and measures, by Kenneth Holmqvist, Marcus Nyström, Richard Andersson, Richard Dewhurs

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 encounter

Eye 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, the
growth 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 using
AOIs, 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 described
in 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.

  • Sales Rank: #761832 in eBooks
  • Published on: 2011-09-22
  • Released on: 2011-09-22
  • Format: Kindle eBook

Review

“This practical book discusses both theoretical concepts and experimental design,
showing how data samples can be converted into meaningful representations (i.e.
fixations and saccades) using various algorithms. This is a reference that
should be in the library of researchers in this field.” — DOODY’S

About the Author

Kenneth Holmqvist, The Humanities Laboratory, Lund, Sweden,Marcus Nystrom, The Humanities Laboratory, Lund, Sweden,Richard Andersson, The Humanities Laboratory, Lund, Sweden,Richard Dewhurst, The Humanities Laboratory, Lund, Sweden,Halszka Jarodzka, Centre for Learning Sciences and Technologies, Heerlen, The Netherlands,Joost van de Weijer, The Humanities Laboratory, Lund, Sweden

Kenneth Holmqvist is an associate professor in Cognitive Science at Lund university, where he founded the eye-tracking laboratory in 1995, which later grew into the large Humanities Laboratory. He has worked in a large variety of eye-tracking-based research stretching from reading research and scene perception, over to newspaper reading, advertisement studies and gesture recognition in face-to-face interaction. Kenneth also has expertise in eye tracking used in applied areas, including decision making in supermarkets and research on safety in car driving and air traffic control. In 2000, Kenneth initiated regular master courses in eye-tracking methodology. In 2006, he founded the Scandinavian Conference on Applied Eye-tracking, and in 2008, the international LETA training courses in eye-tracking methodology. Kenneth is the initiator and main author of this book.

Marcus Nystrom received his PhD in Information Theory from the department of Electrical and Information Technology at Lund University, Sweden, in 2008, working with foveated video compression and scene perception. He currently works in the Humanities Laboratory at Lund University. His research interests span eye-tracking methodology in general and analysis of eye-tracking data in particular.

Richard Andersson is a PhD student in cognitive science and technician at the Lund University Humanities Laboratory. He teaches eye-tracking methodology and provides users with help during the formulation, building and analysis stage of the eye-tracking experiments.

Richard Dewhurst is presently a post-doctoral researcher at Lund University Humanities Laboratory, funded by the Swedish Research Council. He completed his PhD on training eye movements at the University of Nottingham in 2009, as part of the Cognition and Language research group. Prior to this he also obtained an MSc in psychological research methods from the University of Nottingham, and a BSc in psychology from the University of Wales, Bangor. His research focuses on attentional mechanisms and eye movements. More specifically how eye movement control changes with learning and experience, and how to devise and implement procedures for improving visual skills through training eye movements.

Halszka Jarodzka works as an assistant professor at the Centre for Learning Sciences and Technologies at the Open University of the Netherlands. She holds a Master degree in Psychology and a PhD from the Knowledge Media Research Center, both at the Eberhard-Karls University of Tuebingen, Germany. Halszka’s research focuses on the use of eye-tracking and verbal protocols in educational psychology, in particular investigating characteristics of visual expertise with expertise difference studies as well as teaching of biological classi?cation or medical diagnosis based on visual observation and interpretation of dynamic scenes by means of eye movement modelling examples.

Joost van de Weijer defended his PhD thesis at the Max Planck Institute for Psycholinguistics in 1998. Thereafter he worked as a postdoc researcher at Johns Hopkins University, Baltimore, and at the Department of Linguistics and Phonetics in Lund. Currently, he is affiliated with the Centre for Languages and Literature and at the Humanities Laboratory, both at Lund University.

Most helpful customer reviews

5 of 5 people found the following review helpful.
Fantastic in-depth overview
By gergelyrakoczi
This book is amazing, as it offers a fantastic overview to the eye tracking topic. It not only concentrates on hardware setups, analysis methods and parameter description but also summarizes all fundamental aspects of eye tracking research. In-depth investigations, an astonishing list of references as well as precise graphical illustrations make the book an essential tool for eye tracking researchers. A big THANK YOU for the authors. Well done, your work is a big help for my PhD study …

1 of 1 people found the following review helpful.
Great book but it needs to expand the section on methods
By JM
I had the bought from two days, I read about two chapters before a colleague from overseas bought it from me (actually, he took it and paid me via Paypal). Now, I have to order the book again. The chapter on methodology is very good, it is worth the book. It fall short on the rest of the chapters, in particular when it comes to metrics. I would suggest for another edition, to expand the methodology part as it just one chapter.

If you are new to eye-tracking, this book might be for you, if you are looking for a comprehensive description on methods, this book is NOT for you.

0 of 0 people found the following review helpful.
The best eye tracking guide I have found
By Julia Wright
I highly recommend this book to anyone considering using eye tracking in their research. Not only does it address the theory behind eye-tracking measures, but the practical guide for selecting equipment, setting up the lab and experimental station are often overlooked aspects that leave novice researchers to rely on salesman advice (rather than understanding their true needs), or trying to conduct research in an inappropriate space that leaves their data rife with noise.

See all 8 customer reviews…

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