For the documentation and analysis of the eye tracking part of the study, the MangoldVision eye tracking system was used, including the VT3 mini eye tracker and the analysis software MangoldVision.
Abstract:
FORM, Tereza. Pilsen, 2016. 108 p. Master thesis. University of West Bohemia in Pilsen. Faculty of Economics.
This master thesis is focused on the comparison of two specific methods used for the evaluation of web sites: classic user testing and eye tracking. The theoretical part provides the introduction to marketing research with the focus on social research, and then presents the overview of some techniques used for the evaluation of web sites.
The practical part is presented in the form of a research report and it describes a design and process of the implemented research and it also provides data analysis and the presentation of the results. The paper continues with the key chapter which compares the classic user testing with eye tracking in some chosen characteristics using data obtained from this particular research.
In the last part of this paper the advantages and disadvantages of both methods are presented, some usability improvements for all tested web sites are proposed and as a conclusion, the new findings and knowledge are compared with the existing theoretical background.
Download and read the complete study, which was kindly provided from Tereza Formin czech language