Plotzerová, A. Sponsorship and ambush marketing in sport. Brno, 2017. Master thesis. Mendel University in Brno, Faculty of Business and Economics. Thesis supervisor Ing. Stanislav Mokrý, PhD. This diploma thesis deals with sponsorship and ambush marketing in sport. Its goal is to define the nature, character and use of sponsorship and ambush marketing in sport. This work deals with consumer behavior and examines how sponsoring affects consumers in various places and on various occasions, and how sponsoring in general is perceived by the consumer. Quantitative research, eye-tracking and in-depth interviews have been used in the practical part of this thesis. Based on the results of the conducted research, recommendations for practical applications were made.

This thesis deals with product placement in Czech music videos. The aim of this thesis is to define the principle, position and application of product placement in Czech music videos and then submit recommendations and suggestions for effec-tive use of this form of promotion in practice. The thesis uses quantitative ques-tionnaire survey and qualitative methods of eye-tracking research and in-depth interviews.

The aim of this study was to evaluate gaze behaviour in relation to cognitive development among infants with epilepsy. Our sample consisted of 60 infants with epilepsy that underwent cognitive testing and developmental assessment. We tested visual ability to orient and fixate gaze to a screen, re-orient visual attention at an initial test visit and in follow up tests and the improvement in these visual abilities between initial and traced improvements in follow-up visits. We found significant differences in the initial level and in improvement in the ability to orient and fixate to the screen between infants categorized as typical, having mild deficit or global deficit in development by the age of 2 years. Significant differences were observed between the global group compared to the mild and normal groups, respectively and we also found significant differences between the normal and the mild developmental group. Our results also showed that initial ability to orient and fixate to the screen and improvements of this ability across time are significantly associated with cognitive performance at the age of two years. These results provide the first proof-of-concept for using serial eye tracking assessments at the individual level. Further research is needed to better control for various clinical factor, including a comparison with a healthy control group and to identify gaze behavior parameters diagnostic of developmental outcome. / Syftet med den här studien var att utvärdera blickbeteende i relation till kognitiv utveckling. Vår testgrupp bestod av 60 spädbarn med epilepsi som genomgick kognitiva tester och utvecklingsbedömningar. Vi testade hur visuell förmåga att rikta och fixera blicken på skärmen, byta visuellt fokus och utvecklingen av dessa visuella förmågor över uppföljningvisit. Vi fann at signifikanta skillnader i de initiala förmågorna och förbättring av förmågan att orientera och fixa skärmen mellan barn kategoriserade som typiska, med litet underskott eller global underskott i utveckling vid en ålder av 2 år. Signifikanta skillnader observerades i jämförelsen mellan en grupp av svår epilepsi och mild grad av epilepsi. Vi fann även signifikanta skillnader mellan normalt utvecklade barn och barn med mild epilepsi. Våra resultat visar också att initial förmåga att rikta blicken och förändringen av denna förmåga över tid är signifikant associerad med kognitiv förmåga vid två års ålder. Dessa resultat ger preliminära stöd för användningen av ögonrörelseregistrering för bedömningar på individnivå. Ytterligare forskning är nödvändig där flera kliniska faktorer kontrolleras bättre, inklusive en jämförelse med en frisk kontrollgrupp, för att identifiera blickparametrar som är diagnostiska för barns utveckling.

In recent years interest in L2 reading research has focused largely on word frequency, sentence level, word recognition, and several researchers have begun to use eye tracking to better study reading behaviors. Parshina et al. (under review) have found that high proficiency heritage speakers of Russian read faster in terms of gaze duration and total time and had fewer regressions than low proficiency heritage speakers. The current study focuses on the establishment of benchmarks for L2 Russian readers in terms of first fixation duration, gaze duration, and total time when reading a complete passage, and compares these variables among different proficiency levels. Thirty-two students participated in the study with proficiency levels ranging from Novice to Superior. Subjects completed eye tracking and reading comprehension passages with the use on an eye tracker to asses reading abilities. Results show that all participants read L1 significantly faster than L2 in terms of first fixation duration. Additionally, all proficiency levels read Intermediate passages faster than Advanced passages. These results help establish the first benchmarks for eye tracking in Russian as an L2.

The real-world sensorimotor paradigm is based on the premise that sufficient ecological complexity is a prerequisite for inducing naturally relevant sensorimotor relations in the experimental context. The aim of this thesis is to embed visual attention research within the real-world sensorimotor paradigm using an innovative mobile gaze-tracking system (EyeSeeCam, Schneider et al., 2009). Common laboratory set-ups in the field of attention research fail to create natural two-way interaction between observer and situation because they deliver pre-selected stimuli and human observer is essentially neutral or passive. EyeSeeCam, by contrast, permits an experimental design whereby the observer freely and spontaneously engages in real-world situations. By aligning a video camera in real time to the movements of the eyes, the system directly measures the observer’s perspective in a video recording and thus allows us to study vision in the context of authentic human behaviour, namely as resulting from past actions and as originating future actions. The results of this thesis demonstrate that (1) humans, when freely exploring natural environments, prefer directing their attention to local structural features of the world, (2) eyes, head and body perform distinct functions throughout this process, and (3) coordinated eye and head movements do not fully stabilize but rather continuously adjust the retinal image also during periods of quasi-stable “fixation”. These findings validate and extend the common laboratory concept of feature salience within whole-body sensorimotor actions outside the laboratory. Head and body movements roughly orient gaze, potentially driven by early stages of processing. The eyes then fine-tune the direction of gaze, potentially during higher-level stages of visual-spatial behaviour (Studies 1 and 2). Additional head-centred recordings reveal distinctive spatial biases both in the visual stimulation and the spatial allocation of gaze generated in a particular real-world situation. These spatial structures may result both from the environment and form the idiosyncrasies of the natural behaviour afforded by the situation. By contrast, when the head-centred videos are re-played as stimuli in the laboratory, gaze directions reveal a bias towards the centre of the screen. This “central bias” is likely a consequence of the laboratory set-up with its limitation to eye-in-head movements and its restricted screen (Study 3). Temporal analysis of natural visual behaviour reveals frequent synergistic interactions of eye and head that direct rather than stabilize gaze in the quasi-stable eye movement periods following saccades, leading to rich temporal dynamics of real-world retinal input (Study 4) typically not addressed in laboratory studies. Direct comparison to earlier data with respect to the visual system of cats (CatCam), frequently taken as proxy for human vision, shows that stabilizing eye movements play an even less dominant role in the natural behaviour of cats. This highlights the importance of realistic temporal dynamics of vision for models and experiments (Study 5). The approach and findings presented in this thesis demonstrate the need for and feasibility of real- world research on visual attention. Real-world paradigms permit the identification of relevant features triggered in the natural interplay between internal-physiological and external-situational sensorimotor factors. Realistic spatial and temporal characteristics of eye, head and body interactions are essential qualitative properties of reliable sensorimotor models of attention but difficult to obtain under laboratory conditions. Taken together, the data and theory presented in this thesis suggest that visual attention does not represent a pre-processing stage of object recognition but rather is an integral component of embodied action in the real world.

Purpose The aim of this study was to audit the knowledge and practices regarding eye care and eye complications of diabetes mellitus (DM) among diabetic patients 18 years and above in Kampala, Uganda. Methods. A cross-sectional study was done to collect data on the demographics, level of awareness and practices of the 409 diabetic patients regarding eye care and eye complications of DM. Data collected was captured in EPIDATA version 3.1, exported to STATA version 15.0 for further management and analysis. Participants characteristics were summarized using summary statistics and graphs. Using a standard questionnaire, scores for knowledge and practice for diabetes; knowledge and practice on diabetic retinopathy were generated and in all the four scores aforesaid, participants were classified as having good or poor knowledge and practice1. Proportions of participants demonstrating good awareness and good practice were reported. Fishers and Pearson chi- square tests were used to test for associations between patient’s characteristics and knowledge and practice on DM. Bivariable and logistic regression analysis was performed and variables with a p-value of < 0.2 of the unadjusted odds ratio were further analyzed at multivariate logistic regression analysis to find out factors that significantly predict patient’s knowledge and practice on diabetes mellitus. Results. A total of 409 participants were interviewed in the study, majority were females 293 (71.6%) and mean age (SD) was 50 (12) years. A high proportion of participants 314 (76.9%) was aware that DM could affect the eyes but only 24 (5.9%) stated diabetic retinopathy as an eye complication in diabetic patients. Good knowledge about diabetes mellitus was demonstrated by 178 (43.5%) of the study participants. However, only 33.3% had good knowledge on eye care and diabetic retinopathy. It was determined that female diabetic patients and those who stayed with DM for 10 years and beyond were less likely to have good practice on DM compared to male patients and those who had been with DM for less than five years (OR, 95% CI: 0.58, 0.36-0.95, P=0.029: OR, 95% CI: 0.53, 0.32-0.87, P=0.011). It was also found that diabetic patients with good knowledge of DM were at least three times more likely to have good practice compared to those with the poor knowledge (OR, 95% CI: 3.2, 2.1 -4.8, P <0.001). Conclusion Lack of knowledge regarding the importance and need for periodic eye check-up for diabetic retinopathy was a significant finding in his study. Good knowledge on diabetes, gender and duration of DM had significant association with the patients practice patterns.

La fonction d’équilibration est une fonction complexe qui implique une interaction entre les systèmes somatosensoriel, vestibulaire et visuelle qui en assurent la régulation. En pathologie, le contrôle de la posture et de l’équilibre peut être atteint comme dans le cas de neuropathies périphériques qui se caractérisent par une atteinte des fibres sensitives et motrices de niveau variable. Les neuropathies à prédominance sensitive sont dénommées neuropathies ataxiantes ; elles se caractérisent au niveau des membres inférieurs par l’atteinte proprioceptive qui peut entraîner des troubles de la posture et de l’équilibre en condition statique, dynamique ou encore lors de la marche. Ce travail rapporte trois méthodes d’évaluation élaborées dans les trois conditions d’équilibration afin de mieux caractériser les troubles de l’équilibre de cette population. L’évaluation de l’équilibre en condition statique sur une plateforme de force nous a permis de caractériser le poids des atteintes sensorielles et motrices dans les neuropathies à condition d’y inclure la mesure du paramètre de limite de l’équilibre qui dissocie le plus ces deux composantes. En condition dynamique, l’analyse de l’équilibre sur une plateforme de force motorisée « IsiMove » nous a permis de créer un score composé qui discrimine les troubles de l’équilibre d’une population de sujets ataxiques caractérisé par une instabilité majeure en conditions quasi statique (basse fréquence de déstabilisation) et une instabilité moins marquée en conditions plus dynamiques (hautes fréquences). Au cours de la marche, les lunettes eye-tracker se sont avérées constituer un outil pertinent pour l’analyse de la compensation visuelle, à la fois reproductible et sensible à la pathologie. Cette technologie nous a aidés à caractériser quantitativement une stratégie visuelle mise en place par les patients ataxiques lors de la locomotion. Les résultats de ce travail de thèse ouvrent différentes perspectives en ce qui concerne l’élaboration de programmes de rééducation plus spécifiques pour cette population, et la caractérisation instrumentale de nouveaux profils de troubles de l’équilibre des patients présentant une instabilité d’origine neurologique. / The balance function is a complex function that involves interaction between the somatosensory, the vestibular and the visual systems, the latter ensuring the equilibrium function regulation. In pathology, the control of posture and balance can be impaired as in the case of peripheral neuropathies, characterized by the impairment of sensory and motor fibers of variable level. Predominantly sensory neuropathies are called ataxic neuropathies; they are characterized by proprioceptive impairment in the lower limbs that can lead to disorders of posture and balance in static or dynamic condition, or even during gait. This study reports three assessment methods developed under the three balance conditions to better characterize balance disorders concerning this population. Balance assessment under static condition on a force platform has enabled us to characterize the weight of the sensory and motor impairments in neuropathies, provided that by the inclusion of measuring the limits of equilibrium balance parameter, which separates the most these two components. Under dynamic conditions, the analysis of balance on the motorized force platform "IsiMove" allowed us to create a composed score that distinguishes balance disorders in a population of ataxic subjects, which is characterized by major instability in quasi-static conditions (low frequency instability) and a less marked instability in more dynamic conditions (high frequencies). During gait, the eye tracker glasses have proven to be a relevant tool for the analysis of visual compensation, both reproducible and sensitive to the pathology. This technology has helped us to quantitatively characterize the visual strategy implemented by ataxic patients during locomotion. The results of this thesis open different perspectives regarding the development of more specific rehabilitation programs for this population. It also opens different perspectives on the instrumental characterization of new profiles of balance disorders in patients with instability of neurological origin.

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Was wird zuerst verlagert und was folgt hinterher? Bei der Betrachtung der menschlichen Wahrnehmung spielen die Verlagerung des Orts der visuellen Aufmerksamkeit und die Verlagerung des Fixationsorts eine wichtige Rolle. Zur Reihenfolge, in der beide verlagert werden, existieren unterschiedliche Annahmen und Forschungsergebnisse, die vorgestellt werden. Es werden zwei zu dieser Thematik durchgeführte Experimente berichtet, in denen versucht wurde, vorliegende widersprüchliche Forschungsergebnisse zu integrieren. Es sollte gezeigt werden, dass neben der Aufmerksamkeit weitere Einflussgrößen existieren, die in Hinsicht auf diese Widersprüche Erklärungskraft besitzen. Mittels Bildbetrachtung und darauf folgender Wiedererkennensaufgaben wurde bestätigt, dass zu Beginn einer Fixation häufiger Ort und Inhalt der vorangegangenen Fixation angegeben werden. Dies wird nicht als ein Hinterherhinken der Aufmerksamkeit, sondern als Indiz für eine verzögerte Verarbeitung der Fixationsinhalte interpretiert. Im zweiten Experiment wurde zudem gezeigt, dass es kaum möglich ist, den Inhalt spezifischer vergangener Fixationen – hier konkret der vorletzten – gezielt zu erinnern.

I programvarans livscykel spenderas mycket tid i det sista steget, underhållsfasen. I detta stadie är mjukvaran färdigutvecklad och behöver kontinuerligt underhåll för att säkerställa programvarans ständiga funktionalitet och effektivitet [25]. Det är därför viktigt att programvaran är så läsbar som möjligt då nya programmerare oftast tillkommer till projekten och för att snabbt kunna felsöka koden. Procedurer (metoderi Java) lärs ut som ett sätt att hålla koden strukturerad och lättläst. Läsbarhet av kod har blivit mer och mer studerat under de senaste åren och med hjälp av eye-tracking har läsbarhet av kod kunnat studerats på ett konkret sätt. I denna rapport har procedurers inverkan på läsbarhet av kod undersökts vilket har gjorts genom att undersöka tio testpersoners ögonrörelser vid tolkning av ett antal problem i Java, där problemen skilt sig till användandet av procedurer eller ej. Metodiken som valts har varit ett kontrollerat experiment där de tilldelade problemen involverat tolkning av kod samtidigt som deltagarnas ögonrörelser studerats och presenteras som bilder och data i form av diagram över punkter där blicken fixerats i koden. Resultaten visar attnybörjare generellt sett tar längre tid på sig att läsa procedurer jämfört med monolitisk kod (sekventiell kod, motsatsen till proceduruppdelad kod), medan erfarna programmerare inte skilde sig i lika hög gradeller var till och med snabbare på att lösa de procedurellt uppdelade kodsegmenten. Man kan även tyda att erfarna programmerare har ett annat sätt att läsa kod jämfört med nybörjare vilket kan vara intressant att studera ytterligare. Slutsatsen för experimentet är att kontrollflödesabstraktioner i form av procedurer gör det lättare för programmerare att läsa kod men det krävs tid och vana för att ta del av de gynnsamma effekterna utav dem. / In the software life cycle, a great amount of time is spent on the final stage, the maintenance phase. At this stage, the software is fully developed and needs continuous maintenance to ensure constant functionality and efficiency of the software [25]. It is therefore important for the software to be as readable as possible since other programmers might start working on the software. It is also important to keep the code readable to quickly troubleshoot the code. Procedures are taught as a way to keep the code structured and easy to read among other abstractions. In recent years, the study of code readability has gained an increasing popularity and with the help of eye-tracking it has allowed for the study of readability in a more concrete way. In this report, the impact of procedures on code readability has been investigated by conducting a controlled experiment, which has been done by examining the eye movements of ten test subjects who had been tasked with interpreting a number of problems in Java, where the problems ranged from the use of procedures or not (being plain monolithic code blocks). The assigned problems involve the interpretation of code while their eye movements are recorded and presented as images and as data in a spreadsheet. The results show that beginners generally take longer to read methods compared to sequential code, while experienced programmers did not differ as much- or were even faster to resolve the procedural code segments. It can also be said that experienced programmers have a different way of reading code compared to beginners which may be interesting to study further. The conclusion is that control flow abstractions in the form of procedures make it easier for programmers to read code, but it takes time and experience to take advantage of their beneficial effects.