Advanced Seminar Marketing, Strategy, Leadership & Management: Neurophysiological Methods for Organizational Research and Economics

What it is about

You learn Eyetracking as a research method and go through the complete research cycle: from design and data collection to data preprocessing and analysis to presenting the results. In the end you will be able to plan, conduct and scientifically evaluate your own eyetracking experiments as well as assess the applicability of this method in organizational research.

What you will be able to do

• Understand what Eyetracking is and how it works
• Assess when and how Eyetracking is sensible in organizational research
• Discuss the advantages and disadvantages of Eyetracking in behavioral research
• Design and create your own Eyetracking experiments
• Conduct Eyetracking experiments
• Perform data preparation and analysis of Eyetracking experiments

What the module consists of

• Seminar/PraktikumProvide theoretical input through keynote lectures; practical exercises and lab participation enable planning, execution and analysis of own experiments
• GruppenarbeitDevelopment and execution of an Eyetracking experiment in teamwork; joint feedback sessions
• EinzelarbeitIndividual written elaboration of the research paper

Teaching method

• ImpulsvorträgeConveying basics, development of research questions, formulation of hypotheses, experimental setup and analysis
• Feedback-SessionsReview of group projects, planning the next steps and suggestions for improvement
• Laborpraktikum / Teilnahme an ExperimentenPractical experience with Eyetracking devices and data collection