Eye Tracking as a Research and Training Tool for Ensuring Quality Education

Marianna Ababkova (), Irina Melnikova () and Olga Vasileva ()
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Marianna Ababkova: Saint-Petersburg Electrotechnical University “LETI”
Irina Melnikova: Peter the Great St. Petersburg Polytechnic University
Olga Vasileva: Herzen State Pedagogical University of Russia

A chapter in Finance, Economics, and Industry for Sustainable Development, 2023, pp 317-327 from Springer

Abstract: Abstract According to the Sustainable Development Goal “Ensuring quality education for all is fundamental to creating peace and prosperity in the world”, the use of modern methods in education acquires special relevance. Eye tracking as a research and training tool in education could expand the limits of the information to adjust not only the communication strategy of a university, but also the content of educational process, to embed a new research tool as a part of lectures and classes, and to enhance students’ engagement into research activities within their specialism. The article presents the results of pilot study on the basis of eye tracking during a master class for the students of the first grade of the Master Programme “Advertising and PR in International Communications”. A total of 38 students participated in the master class and the pilot study of a social advertisement. The nonverbal research was expanded with follow-up interview to take stock of the eye tracking applicability within educational process and research activities. Eye tracking research can help to further verify and enrich educational theories for better understanding how learners process information. The basic directions of eye tracking research in education are demonstrated: imbedding eye tracking in the content of research disciplines for media communication training areas; the implementation of eye tracking research results and recommendations concerning teaching materials, websites, e-books and courses, presentations and media; using the eye tracking research results in the university communication activities; Involving the students specializing in media communication into active studies.

Keywords: Ensuring quality education; Eye tracking; Neuromarketing tools; Heat maps; Gaze plot (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-30498-9_28

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DOI: 10.1007/978-3-031-30498-9_28

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