RMB Assignment- Web Gazer
Group - 4
23PGBAN013 – Mukul Manghani
23PGBAN017 – Madhav Charan
23PGBAN020 – Sanjay Kumar
23PGBAN022 – Sarthak Singh
23PGBAN029 – A.S.U. Nandan
I. Methodology
In this experiment, we conducted a web-based activity to explore decision-
making processes in supply chain management through eye-tracking analysis.
This experiment involved the creation of two web pages, each presenting a
scenario where a supply chain manager aimed to reduce CO2 emissions by
selecting a third-party logistics (3PL) service provider for transporting cars. The
first webpage depicted a scenario where the chosen service provider had 33% of
its car carriers as electric, while the second webpage altered this to only 67%
being electric. Screenshots of these web pages were uploaded to the gaze
recorder website for eye-tracking calibration and subsequent analysis.
Participants underwent calibration of their eye tracking, which involved testing
eye movements in various brightness levels and conditions. Following
calibration, participants' eye movements were recorded for 30 seconds while
viewing the web pages. Each webpage was segmented into three parts: an
introductory paragraph explaining the scenario, areas of interest (AOIs)
highlighting environmental, societal, and economic goals, and a Likert scale for
rating each AOI. For each section, we recorded participants' first view time (the
timestamp at which they began reading) and dwell time (how long they focused
on each section), alongside their ratings for each AOI. Our analysis aimed to
test two hypotheses using ANOVA/t-tests. The null hypothesis stated that there
would be no difference in attention measures (first view time and dwell time)
between the two webpages, while the alternative hypothesis posited that there
would be a difference. By examining these attention measures and participant
ratings, we sought to understand how variations in the scenario influenced
participants' attention and perception of environmental sustainability in supply
chain decisions. This experiment provided valuable insights into the factors
influencing decision-making processes in supply chain management,
particularly concerning environmental considerations and the role of third-party
logistics providers.
II. Hypotheses:
H0: There is no difference in attention measures (first view time and dwell time)
between the two web pages.
H1: There is a difference in attention measures (first view time and dwell time)
between the two web pages.
III. Experimental Design:
• Independent Variable: Presentation Style (Positive versus Negative
Framing)
• Dependent Variables: Duration of Dwell Time, Initial Viewing Duration
• Controlled Variables: Website Layout, Font Size, Color Palette, and so
forth.
IV. Tools/ Apparatus Required:
Gaze-recorder, web browser interface and Webpages on which the analysis
takes place
V. Measures of Attention:
• Dwell Time: The cumulative time participants dedicate to observing
specific regions of interest (AOIs) on the webpage.
• First-View Time: The duration it takes participants to initially focus on
AOIs upon the webpage being presented.
VI. Participants:
The participants included students from MDI, Gurgaon, who were enrolled in
the PGDM - Business Analytics program.
VII. Choice of Tests:
In this study, where we manipulate one independent variable (Framing: Positive
vs. Negative) and measure two dependent variables (Dwell Time, First-View
Time), we will employ one-way ANOVA. One-way ANOVA is suitable when
there is a single independent variable with two or more levels (in this instance,
two levels: Positive and Negative framing) and one or more dependent
variables. Furthermore, we will utilize Independent Samples t-tests to ascertain
whether there are notable disparities in attention (dwell time and first-view
time) among participants exposed to positive and negative framing. All
assumptions for these tests, encompassing normality, homogeneity of variances,
and independence of observations, are met based on the experimental design
and data collection techniques employed.
Analysis:
1. Mann-Whitney U Test to analyze the Page First View data:
The Mann-Whitney U Test was conducted to analyze the Page First View data,
which exhibited right skewness.
The findings from the Mann-Whitney U Test reveal that there was no
statistically significant distinction in the Page First View times between the two
webpages at the 0.05 significance level. With a p-value of 0.124, surpassing the
conventional threshold of 0.05, we do not reject the null hypothesis. This
suggests that there isn't enough evidence to conclude that the mean Page First
View times significantly differ between the two webpages.
2. Independent Samples T-Test to analyze the Page Dwell Time data:
The Independent Samples Test was conducted to analyze the Page Dwell Time
data, which exhibited a normal distribution.
According to the t-test results assuming equal variances, we lack adequate
evidence to reject the null hypothesis. With a p-value of 0.317 surpassing the
significance level of 0.05, it suggests there's no noteworthy difference in Page
Dwell Time between the two webpages.
3. Mann-Whitney U Test to analyze the Information and AOI First View
data:
The Independent-Samples Mann-Whitney U Test was conducted to analyze the
Information and AOI First View data, which exhibited right skewness.
The outcomes of the Mann-Whitney U Test show that there was no statistically
significant distinction in the Information and AOI First View times between
webpage 1 and webpage 2 at the 0.05 significance level. With a p-value of
0.187, surpassing the conventional threshold of 0.05, we do not reject the null
hypothesis. This implies that there isn't enough evidence to assert that the mean
Information and AOI First View times significantly vary between the two
webpages.
4. Mann-Whitney U Test to analyze the Information and AOI Dwell Time
data:
The Independent-Samples Mann-Whitney U Test was conducted to analyze the
Information and AOI Dwell Time data, which exhibited right skewness.
The findings from the Mann-Whitney U Test suggest that there was no
statistically significant divergence in the Information and AOI Dwell Time
between webpage 1 and webpage 2 at the 0.05 significance level. With a p-
value of 0.307, surpassing the conventional threshold of 0.05, we do not reject
the null hypothesis. This implies that there is inadequate evidence to support the
assertion that the mean Information and AOI Dwell Time significantly differ
between the two webpages.
VIII. Conclusion:
The results indicate that the manner in which the information was framed,
whether positively or negatively, did not have a notable impact on participants'
attention measures when viewing the webpages detailing the service provider's
fleet composition.
IX. Heat-Maps of the Web-Pages:
