Impact of Think-Aloud on Eye-Tracking: A Comparison of Concurrent and Retrospective Think-Aloud for Research on Decision-Making in the Game Environment

Abstract

Simulations and games bring the possibility to research complex processes of managerial decision-making. However, this modern field requires adequate methodological procedures. Many authors recommend the use of a combination of concurrent think-aloud (CTA) or retrospective think-aloud (RTA) with eye-tracking to investigate cognitive processes such as decision-making. Nevertheless, previous studies have little or no consideration of the possible differential impact of both think-aloud methods on data provided by eye-tracking. Therefore, the main aim of this study is to compare and assess if and how these methods differ in terms of their impact on eye-tracking. The experiment was conducted for this purpose. Participants were 14 managers who played a specific simulation game with CTA use and 17 managers who played the same game with RTA use. The results empirically prove that CTA significantly distorts data provided by eye-tracking, whereas data gathered when RTA is used, provide independent pieces of evidence about the participants’ behavior. These findings suggest that RTA is more suitable for combined use with eye-tracking for the purpose of the research of decision-making in the game environment.