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.
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