Applying Eye-Tracking Technology in the Field of Entrepreneurship Education

Eye-tracking application in social sciences including entrepreneurship education has increased significantly in the recent years. This technology has been used to investigate the learning process and how to foster it through instructions delivered, material used and the learning environment created. Traditional research with eye-tracking application mainly concentrates on visual aspects in the learning process including but not limited to text comprehension. A growing area of eye-tracking technologies is focused on entrepreneurship education including teacher education because schools are considered as an important stage for developing entrepreneurial competences. In general, the area of the application of eye tracking has become extremely wide in different sciences which also positively contributes to research in education. Transdisciplinary and multidisciplinary approaches are helpful to ensure multiple perspective as well as to ensure the validity of research data and results. This chapter is an attempt to critically reflect on how eye-tracking methodology is applied for research on entrepreneurship education and what are growing methodological challenges in it. At the end some implications for further studies in the field of entrepreneurship education are discussed as well as limitations of eye-tracking-based studies are highlighted.