Możliwości zastosowania techniki okulograficznej w ilościowych badaniach marketingowych

The article presents primary characteristics of the research conducted by technique of eye tracking, types, characteristics and forms of eye tracking. In the article was presented eye tracking research procedure, the possibility of their use in marketing research. The paper uses only a desk source of information. Presented eye tracking technology application examples relate to the design and testing of ergonomics and usability of websites, media advertising and product package. Methodological article.