Summary
Chapters
Video Info
Zofija Tupikovskaja-Omovie, PhD, Postdoctoral Research Fellow at the Manchester Fashion Institute, Manchester Metropolitan University, discusses her mixed-methods consumer-behavior research incorporating eye tracking technology.
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Chapter 1: Zofija Tupikovskaja-Omovie, PhD, Shares Her Interest in Studying Consumer Behavior Using Mixed Methods and Explains Eye Tracking Technology
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Chapter 2: Zofija Tupikovskaja-Omovie, PhD, Discusses Mixed-Methods Research Design and Planning, Recruitment of Participants, and Ethical Considerations
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Chapter 3: Zofija Tupikovskaja-Omovie, PhD, Discusses Mixed Methods Data Collection and Analysis
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Chapter 4: Zofija Tupikovskaja-Omovie, PhD, Discusses Benefits of Eye-Tracking Technology and the Integration of Interview and Eye-Tracking Data
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Chapter 5: Zofija Tupikovskaja-Omovie, PhD, Discusses Visualization of the Mixed-Methods Data
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Chapter 6: Zofija Tupikovskaja-Omovie, PhD, Discusses Overcoming Challenges of Mixed-Methods Research and What Could Be Done Differently
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Chapter 7: Zofija Tupikovskaja-Omovie, PhD, Recommends Tools and Resources for Mixed-Methods Research
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