Modelling in Marketing Research: Understanding Visual Behaviour Using Markov Models

This book offers a comprehensive approach to modelling visual behaviour in marketing research, particularly through the lens of various types of Hidden Markov Models, including a new linguistic pattern-based version.It explores the critical role of visual behaviour in customer decision-making processes.By elaborating on the methodology of applying Hidden Markov Models to eye-tracking data, the author provides a structured approach to analysing visual processing in marketing contexts. Readers will gain a better understanding of how visual behaviour influences marketing effectiveness, supported by detailed modelling techniques and real-world eye-tracking experiments.The book presents a unique integration of linguistic patterns based on fuzzy sets with Hidden Markov Models, enhancing modelling flexibility and the understanding of customer behaviour.Additionally, it includes a scientific modelling lifecycle focused on employing various types of Hidden Markov Models in an eye-tracking studi