Chapter 13Eye-trackingCollecting data – management, process, analysis and interpretation
Background
The added value of qualitative studies
Research in marketing, business and management is often quantitative in nature. The more so when retail design aspects are being studied. Without diving into these retail design aspects too deeply, atmospherics, for example, are quite popular in this regard. As the overview of Petermans et al. shows, the majority (almost half) of research in atmospherics is organized ‘in the field’. The other half contains verbal descriptions or scenarios concerning environments visualised by one or multiple photographs. What it also shows is that most of ...
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