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Methods and materials 45 Tab. 5 AOI KPIs KPI name unit Description Dwell Time ms and % Dwell time average ms = sum (all fixations and saccades within an AOI for all selected subjects) / by number of selected subject. Dwell time average % = dwell time average * 100 / (current time - start time). Hit Ratio count and % How many subjects out of the selected subjects looked at least one time into the AOI - "total hit count" / "number of selected subjects" Revisits count Average Revisits = Number of revisits divided by number of selected subjects with at least one glance Glances = Increments the counter each time a fixation hits the AOI if not hit before Revisitors count Revisitors is a number n out of m subjects (e.g. 3 revisitors out of 7 visitors) where: - n is the number of subjects with more than one visit in an AOI - m is the total number of subjects with at least one visit into an AOI Source: SMI, BeGaze Manual, p. 281 (own adaptation) Eye tracking software also utilizes different ways how to visualize data. Two of such visualization techniques are heat maps and focus maps. Heat maps uses various color levels to indicate the amount or duration of eye fixations to which focus maps are an alternative visual representation (Bergstrom and Schall, 2014). 4.1.3 Interviews Interviews are part of the personal interviewing methods. These break down in two types of interviewing: individual interviewing and group interviewing. Such interviewing can be conducted in various places, ranging from the interviewees homes, offices, on the street or even shopping malls (Kotler, 2012). Interviews provide qualitative information (insights specifically about subjects goals and attitudes. )nterviewing entails a few specific steps in a process: firstly, regarding a profound study of people. Secondly, it regards not just the exploration of the behavior of subjects, but also what behaviors mean. Thirdly, it regards understanding the data through interfering, interpreting, analyzing and synthesizing these data. Finally, it concerns the utilization of these data at the benefit of a product, service or another solution (Portigal, 2013). Group interviewing in particular consists in inviting up to ten people to discuss a certain matter, for instance a product. This process is guided by a
46 Methods and materials moderator, who aims at focusing the discussion, and is therefore also known as focus group interviewing. One of the advantages of interviewing lies in its flexibility: the interviews can be guided, offering a possibility to explain complicated questions or even show actual stimuli in the form of products or advertisements (Kotler, 2012). The challenges presented in using both individual interviewing and group interviewing are the inability to generalize results due to low sample sizes (Kotler, 2012, Portigal, 2013) and the focus on measuring current buying behavior and a weaker ability to predict future buying behavior as well as the research taking place in an unnatural context (Portigal, 2013). A particular issue with group interviewing is that subjects are not always willing to be open and honest, in particular towards other subjects of the focus group interview (Kotler, 2012). 4.2 Overview of the samples Table 6 summarizes the various samples used in the practical part in terms of age, gender and nationality. These will be detailed further on.
Page 1 and 2: The Effects of Product Placement on
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Page 43 and 44: 42 Methods and materials 4 Methods
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Page 68 and 69: Results 67 To assess the level of s
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Page 74 and 75: Results 73 Audiovisual types of pro
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Page 78 and 79: Results 77 and 60%. The amount of s
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Page 94 and 95: Results 93 The results regarding th
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Results 95 became less descriptive.
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Results 97 Red Bull (control group)
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Results 99 Starbucks 2.85 2.86 Red
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Results 101 to evoking and recallin
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Results 103 influence. It does not
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Discussion 105 Regarding product pr
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Discussion 107 (Kotler, 2012) in th
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Benefits of the thesis 109 • Mana
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Conclusion 111 evoke brand recall t
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References 113 9 References Aaker,
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References 115 Cacioppo, J. )., & P
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References 117 Ferrier, M. (2014, J
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References 119 Kahneman, D. (1973).
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References 121 McGuire, William J.
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References 123 Rossiter, J. R. (199
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References 125 Wiles, M. A., & Dani
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List of tables 127 Tab. 22 Intervie
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List of figures 129 Fig. 23 Visual
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Appendix 131 B Questionnaire interv
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Appendix 133 7. Which of the follow
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Appendix 135 Name Surname Gender Ag
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