Pazarlama Araştırmalarında Göz İzleme Yöntemine İlişkin Bibliyometrik Bir Analiz

Öz

Göz izleme yöntemi birçok alanda araştırma tekniği olarak kullanılmaktadır. Bu araştırmada pazarlama alanında göz izleme yönteminin kullanımına ilişkin bibliyometrik analiz yapılmıştır. Araştırmada bibliyometrik analiz, 10.09.2022 tarihinde Web of Science veri tabanında “Marketing” ve “Eye-Tracking” kelimeleri taranarak gerçekleştirilmiştir. Tarama sonucunda ulaşılan 762 yayın; yıllara, araştırma alanlarına, kurumlara, dergilere, atıf sayılarına ve anahtar kelimelere göre değerlendirilmiştir. Anahtar kelime analizinde bir metin madenciliği tekniği olan VOSviewer yazılımı kullanılmıştır. Araştırma sonucunda, pazarlama alanında göz izleme tekniğine ilişkin yayınların 1996 yılından 2020 yılına kadar artış gösterdiği görülmüştür. En fazla yayının Hollanda’da olan Tilburg Üniversitesi’nde yapıldığı ve yayınların en çok Journal of Business Research dergisinde yayınlandığı belirlenmiştir. Pazarlama alanında göz izleme yöntemine ilişkin en çok atıf alan yayınların ise; reklam analizi, tüketici dikkati, reklam hatırlama, mağaza ve ürün tasarımı, etiketleme konularında yoğunlaştığı görülmüştür.

Anahtar Kelimeler

• Göz İzleme
• Bibliyometrik Analiz
• Nöropazarlama

A Bibliometric Analysıs of Eye-Tracking Method in Marketing Research

Abstract

The eye-tracking method is used as a research technique in many fields. In this study, a bibliometric analysis of the use of eye tracking in the field of marketing was conducted. The bibliometric analysis in the research was carried out by scanning the words "marketing" and "eye-tracking" in the Web of Science database on September 10, 2022. 762 publications were reached as a result of the search: years, research areas, institutions, journals, citation numbers, and keywords. VOSviewer software, which is a text mining technique, was used in keyword analysis. According to the findings of the study, the number of publications on the eye-tracking technique in the field of marketing increased from 1996 to 2020. It was determined that most publications were made at Tilburg University in the Netherlands, and most publications were published in the Journal of Business Research. In the most cited publications on eye tracking in the field of marketing, it was seen that the focus was on advertising analysis, consumer attention, ad recall, store and product design, and labeling.

Keywords

• Eye-Tracking
• Bibliometric Analysis
• Neuromarketing

Kaynakça

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