ABSTRACT
Eye-tracking methodology is widely used in the behavioral sciences such as judgment and decision making (JDM), marketing, or human computer interaction. This chapter aims to develop the gap between methodological and behavioral eye-tracking research by providing an overview of best practices for eye-tracking research. It discusses a typical research project beginning with research questions and progressing to experimental design, implementation of the experiment, data collection, data preprocessing and analysis, and finally interpretation of results. The chapter focuses on examples from JDM, but the issues raised relate equally to other areas of the behavioral sciences as well. Eye-tracking research in JDM can be classified along a decision versus vision science dimension. A key challenge for all types of eye-tracking research in JDM, and particularly for studies using eye-tracking as a process measure, is how to derive predictions about eye movements in decision making. When designing eye-tracking experiments it is necessary to consider the exposure time of stimuli.
