20.500.12556/RUL-105871 Primerjava rezultatov metode sledenja pogledu in priklica Comparison of research methods results: eye tracking and aided recall Metoda sledenja pogledu meri, kam je v določenem trenutku usmerjen pogled, pri čemer lahko opazujemo trajanje usmerjenosti pogleda, frekvenco pogleda ali pot, ki ji pogled sledi. Metoda testiranja priklica pa preverja, koliko delov oglasa ali pa celo celih oglasov se nam je po izpostavljenosti tudi ohranilo v spominu. Obe izmed omenjenih metod merita različne vrednosti, vendar obe predstavljata uvid v razumevanje potrošnika in njegovega miselnega toka v nakupnem procesu. To diplomsko delo najprej obravnava primerjavo obeh raziskovalnih metod, nato pa tudi primerjavo rezultatov obeh metod na primeru kataloga direktne prodaje, pri čemer sem v empiričnem delu opazovala elemente, ki so jih sodelujoči v raziskavi opazovali dlje časa v primerjavi z ostalimi, ter elemente, ki so jih sodelujoči prepoznali na seznamu izdelkov po metodi podprtega priklica, na podlagi česar sem ugotavljala stopnjo ujemanja rezultatov obeh metod. Obe metodi predstavljata pomembno izhodišče za marketinško raziskovanje in z rezultati predstavljata uvid v potrošnika, pri čemer lahko rezultati ene metode služijo kot dopolnitev razumevanja rezultatov druge metode. The eye tracking method measures where the gaze is directed at the specific moment, during which we can observe duration of the gaze, frequency of the gaze or order in which the gaze moves from one point to another. The aided recall method, however, measures how many elements of the ad or ads themselves have been retained in subject's memory after the exposure. Both of these methods measure different values, but both provide an insight into the understanding of the consumer and his way of thinking in the purchasing process. This thesis deals with the comparison of the two research methods by themselves and the comparison of results of both methods on the case of the direct sales catalog. In the empirical part, I compared the elements observed by the participants for a relatively long period of time with the elements that the participants recognized in the list of products using the aided recall method, on the basis of which I determined the degree of matching of the results of both methods. Both methods represent an important part of marketing research and the results represent an insight into the consumer, whereby the results of one method can serve as a complement to understanding the results of another method. metoda sledenja pogledu podprti priklic marketinško raziskovanje primerjava rezultatov eye tracking aided recall marketing research comparison of research results true false false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2018-12-21 07:45:03 2018-12-21 07:45:20 2022-08-18 03:46:32 0000-00-00 00:00:00 2018 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 106706 35994717 952.pdf 952.pdf 1 231392FDCBB348F75D98B9E715D2A6EA aa1ac1d7284b7ff7477e08b6dc3c269d25d653254e479e1fa877a0b10ad23fc6 3aba4d8f-a1b6-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=116561 Fakulteta za družbene vede 0 0 0