Teaching Eye-Tracking and Facial Expression Analysis Technology in an Online Marketing Research Class

Autor/inn/en	Chinchanachokchai, Sydney; McKelvey, James
Titel	Teaching Eye-Tracking and Facial Expression Analysis Technology in an Online Marketing Research Class
Quelle	In: Marketing Education Review, 33 (2023) 2, S.125-129 (5 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Chinchanachokchai, Sydney)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1052-8008
DOI	10.1080/10528008.2022.2159441
Schlagwörter	Teaching Methods; Business Administration Education; Marketing; Eye Movements; Nonverbal Communication; Consumer Economics; Measurement Equipment; Data Collection; Online Courses; Instructional Effectiveness; Experiential Learning; Distance Education; COVID-19; Pandemics + Suchen Sie Ihr Suchwort? Teaching method; Lehrmethode; Unterrichtsmethode; Augenbewegung; Non-verbal communication; Nonverbale Kommunikation; Konsumökonomie; Messinstrument; Data capture; Datensammlung; Online course; Online-Kurs; Unterrichtserfolg; Experiental learning; Erfahrungsorientiertes Lernen; Distance study; Distance learning; Fernunterricht
Abstract	Technology continues to change and improve the marketing profession. Marketing research technologies such as eye-tracking and facial expression analysis allow marketers to gain more insights into consumer behaviors. Recently, these technologies have become more affordable and applicable in the classroom learning environment. A very recent addition to these technologies is the ability to collect eye-tracking and facial expression data remotely through a compliant user's webcam. This paper illustrates how marketing educators can incorporate eye-tracking and facial expression analysis technology into an online marketing research class. The teaching effectiveness results show that this 4-week online project using the remote technology helps students improve their learning and become more ready for future careers. The online experiential project using these technologies allows marketing educators to switch from face-to-face instruction to an online format while still maintaining the same quality of instruction and level of engagement. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01