Understanding user experience (UX) during e-commerce has been a relatively important research area especially in the last decade. The use of conventional methods in UX such as task-observation, in-depth interviews and questionnaires has already contributed for the measurement of the efficiency and effectiveness.
Rızvanoğlu, K., Öztürk, O. ve B. Kara, “What Ads Say, What Audience Gets? From Semiotics to Eye Tracking, A Multi‐Method Approach for the Analysis of the Audience’s Perception of Advertisements”, Proc. of the 2nd International Conference on New Media and Interactivity, 12-18, Istanbul, 2010.
There's a growing interest towards mobile commerce in recent years. This pilot study, which is the first step of an extensive long-term research, investigated mobile usability in mobile "private shopping" applications. Focusing on three different private shopping applications / mobile sites in Turkey, a qualitative mobile usability test, based on a multi-method approach, was carried out with a sample of 11 Turkish senior year university students, who were experienced mobile Internet users and potential customers of private shopping platforms.
Graphical statistics plays a very important job in research and industry. As a statistician, it is very useful that if one can see how people make their decision based on the plots, so that plots can be improved for better performance. With the help of eye-tracking equipment, researchers could show people several plots and ask a question on each, then track the person’s eyes to see how they going through the plots to come to their answer. In this paper, the process and results of an experiment on watching what people were looking at in statistical plots will be discussed. This experiment is part of a larger experiment studying decision making and signal strength in statistical graphics, that uses Amazon’s Mechanical Turk.