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Eye Tracking as a Research and Training Tool for Ensuring Quality Education

In: Finance, Economics, and Industry for Sustainable Development

Author

Listed:
  • Marianna Ababkova

    (Saint-Petersburg Electrotechnical University “LETI”)

  • Irina Melnikova

    (Peter the Great St. Petersburg Polytechnic University)

  • Olga Vasileva

    (Herzen State Pedagogical University of Russia)

Abstract

According to the Sustainable Development Goal “Ensuring quality education for all is fundamental to creating peace and prosperity in the world”, the use of modern methods in education acquires special relevance. Eye tracking as a research and training tool in education could expand the limits of the information to adjust not only the communication strategy of a university, but also the content of educational process, to embed a new research tool as a part of lectures and classes, and to enhance students’ engagement into research activities within their specialism. The article presents the results of pilot study on the basis of eye tracking during a master class for the students of the first grade of the Master Programme “Advertising and PR in International Communications”. A total of 38 students participated in the master class and the pilot study of a social advertisement. The nonverbal research was expanded with follow-up interview to take stock of the eye tracking applicability within educational process and research activities. Eye tracking research can help to further verify and enrich educational theories for better understanding how learners process information. The basic directions of eye tracking research in education are demonstrated: imbedding eye tracking in the content of research disciplines for media communication training areas; the implementation of eye tracking research results and recommendations concerning teaching materials, websites, e-books and courses, presentations and media; using the eye tracking research results in the university communication activities; Involving the students specializing in media communication into active studies.

Suggested Citation

  • Marianna Ababkova & Irina Melnikova & Olga Vasileva, 2023. "Eye Tracking as a Research and Training Tool for Ensuring Quality Education," Springer Proceedings in Business and Economics, in: Anna Rumyantseva & Hod Anyigba & Elena Sintsova & Natalia Vasilenko (ed.), Finance, Economics, and Industry for Sustainable Development, pages 317-327, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-30498-9_28
    DOI: 10.1007/978-3-031-30498-9_28
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