computers, networks, robots, and other man-made results of digitalisation like web pages, and humans on the other hand, who interact with them. The objective of this position paper is to demonstrate that eye-tracking is a cross-sectional technology for digitalisation because it provides a bridge between “machines” on the one hand, i.e. The author attempts to summarize the literature recommendations about the appropriate sample size in eye tracking projects if reliability is a relevant aspect. These results can be interpreted in connection with the behavior of a specific target group. This method is based on the detection of eye movements to measure unconscious reactions, along with its great advantage that is it can provide reliable statistical results with a low sample size due to the similarity of the brain mechanism. This summary focuses on the evaluation of a special type of observation, namely eye tracking methodology, particularly on to define the appropriate sample size. One of the neuromarketing particularities is that it can be classified as qualitative and quantitative research technique since the number of participants is more closely related to qualitative sample sizes, however, the huge amount of measured data allow us to analyze them quantitatively. Ezért itt a szerző összefoglalja, hogy milyen mintanagyságok javasoltak a szemkamerás mérések esetében akkor, ha a megbízhatóság fontos szempont. A probléma abból adódik, hogy ezek a vizsgálatok a szem mozgásának detektálásával a tudatalatti reakciók mérésére alapulnak, ezzel együtt nagy előnyének tekintik, hogy az agyi mechanizmus hasonlóságai révén alacsony résztvevői elemszám mellett a társadalomtudományi kutatásokban elvárt, magas megbízhatóságú statisztikai eredményeket szolgáltat az adott célcsoportra nézve. Jelen összefoglaló a műszeres megfigyelések egy típusának, a szemkamerás vizsgálatok módszertani értékelésére fókuszál, különös tekintettel a megfelelő mintanagyság meghatározására. Ennek oka leginkább az, hogy a résztvevők száma inkább a kvalitatív mintanagyságok méretéhez igazodik, miközben a mérési pontokból származó adatok mennyisége lehetővé teszi a kvantitatív elemzéseket.
The article concludes that EDA is an unobtrusive measure of emotion-related anticipation of significant outcomes, particularly for dynamic stimuli, as related to decision-making.Ī neuromarketing-vizsgálatok sajátossága, hogy kvalitatív és kvantitatív eljárások közé is besorolják a szakirodalomban. The decision to buy was also influenced by brand familiarity. The results show that among various measures, only the electrodermal peaks per second were significant in predicting further purchase decisions. A logistic regression model (with a prediction rate of 61.2%) was applied to determine which psychophysiological variables explained the largest part of the variance of a final purchase decision. The number of private label products chosen later served to assess the binary dependent variable. This study is the first attempt to verify the possibility of predicting familiar and unfamiliar brand purchases based on psychophysiological reactions to a retailer television advertisement measured by EEG, EDA and eye-tracking. Until now, neuromarketing studies have usually been aimed at assessing the predictive value of psychophysiological measures gathered while watching a marketing message related to a particular product.
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