Scan method tracks reader attention, engagement
Research output: Contribution to journal › Research article › Contributed › peer-review
Contributors
Abstract
A methodological comparison was conducted between copy testing, eye-tracking and a relatively new scan method, where panelists record where they stop reading a news item. Results show: news item characteristics that proved most influential in previous research also significantly affect reading behavior measured with the scan method. By being precise and more practicable than copy testing and eye-tracking, the scan method can help the struggling newspaper industry to better understand their readers.
Details
Original language | English |
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Pages (from-to) | 449–461 |
Journal | Newspaper Research Journal |
Volume | 38 |
Issue number | 4 |
Publication status | Published - Dec 2017 |
Peer-reviewed | Yes |
External IDs
Scopus | 85034641562 |
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