When using eye tracking methodology,what information is captures in a scanpath and labeled on the ad being studied?
A) eye gaze pauses
B) direction of movement
C) length of time
D) sequence elements
E) All of these are correct.

Question

When using eye tracking methodology,what information is captures in a scanpath and labeled on the ad being studied? 
A) eye gaze pauses 
B) direction of movement 
C) length of time 
D) sequence elements 
E) All of these are correct.

Quizplus · Accepted Answer

All of the listed information is captured in a scanpath when using eye tracking methodology. Eye gaze pauses indicate where the viewer is lingering on the ad, the direction of movement shows how the viewer is scanning the ad, the length of time helps determine where the viewer's attention is being held the longest, and sequence elements highlight the order in which the viewer is processing the ad.

When Using Eye Tracking Methodology,what Information Is Captures in a Scanpath