Mazda and Syzygy p. 231 The Essentials of Marketing, 6th edition

When Mazda motor Europe set out to improve its website the company wanted details about how consumers were using the site and whether finding information was easy. Mazda hide or research firm called to answer those questions with observational research. Syzygy methods include the use of eye tracking device that use in freed like arista record what areas of a computer screen a user is viewing. For instance, the device measured the process computer users followed in order to look for a local dealer or arrange a test drive. whenever a process seemed confusing or difficult, the company looked for ways to make the website easier to navigate. To conduct this observation study, Syzygy arranged for 16 subjects in Germany and the United Kingdom to be observed as they used a website. The subjects in Germany were observed with the eye tracking equipment. As the equipment measured each subjects gaze, software data and location on the screen and graph the data. Results included three dimensional contour Maps highlighting the peak areas where the computer uses attention was directed.

What could Mazda learn from eye-tracking software that would be difficult to learn from other observational methods? Would this analysis be considered qualitative or quantitative research? What are the shortcomings of using eye-tracking software? What are the advantages?