facebook analytics report
TRANSCRIPT
Team 5
TABLE OF CONTENTS
Letter/Executive Summary……………………………………........Section 1Report II (Edited)...………………………………………………...Section 2Data collection procedure …………………………………………Section 3Statistics of sampling………………………………………………Section 4Results...……………………………………………………………Section 5Managerial implications…………………………………………...Section 6Appendix…………………………………………………………..Section 7Discussion & conclusion…………………………………………..Section 8
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Letter/Executive summary (Section 1):
Personality traits are usually split into two main categories that defines a person:
extroverts and introverts; of course other traits can come into play, but to keep things
simple certain traits are most frequently used at times to show a person’s personality
type. So considering our group decided to carry out a research on personality traits on
how both extroverts and introverts react when using social media; we decided to choose
Facebook as our main option. As we know in person extroverts most of the time are more
outgoing and introverts usually are reserved in a public scene. We wanted to tackle the
question that could it be possible both types react differently when using a social media
site such as Facebook. The question our team asked wanted was that: could it be possible
for introverts tend to showcase their outgoing personalities when it came to Facebook? In
addition, could it be possible that extroverts tend to ignore social media sites and engage
rather in in person activities where they normally portray their outgoing personalities?
Ultimately, we wanted to know answers to these questions based on research and findings
through the survey.
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Prateek Munikuntla Amit Patel
Umang Shah Alexander Ambroise
INTROVERTS VS EXTROVERTS:
SOCIAL MEDIA USAGE
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They say every person’s DNA is like a snowflake. Every man, woman and child
is unique in their own way according to science. Psychology has changed the game. Ever
since the finding of extroverted and introverted personalities, people have been
categorized. Psychology has set out to prove that, although every person varies in habits,
likes, dislikes, strengths and weaknesses, there are common traits most introverts and
extroverts share. For example, introverts are known to enjoy time spent alone as opposed
to being with other people constantly. Extroverts are noted for enjoying the company of
other people frequently and focus their energies on the external world. However, social
media is very different from human interaction. Introverts can be whoever they want to
be on the internet. Furthermore, they can spend a lot of time on the internet and view
people’s social media pages, social media content, and advertisements whenever they
want privately. Moreover, they can tweak their social media settings to make their social
media pages, activity, pictures, and so forth completely private. Google even has a
feature for this type of browsing. It is called “incognito.” Introverts can browse social
media incognito. Therefore, the objective of this research is to find out how introverts and
extroverts (on average) use social media. By how, we mean, do they mainly spend their
time observing other people’s activities, developing relationships online, view
videos/photos, contribute by sharing their opinions/thoughts or think about what they are
going to post next? Furthermore, how much time do they spend on average per week?
Considering the personality of introverts, doesn’t exploring social media by themselves
for hours at a time attract them? Extroverts are known to become energized by interacting
with others so wouldn’t spending time with people virtually bore them?
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Research Questions:
(1) Which personality type is most likely to make a purchase off an advertisement
on Facebook?
A. Independent- Personality type
B. Dependent- Number of purchases
In this research project we are trying to determine if one’s personality type has
any impact on how they respond to advertisements on social media platforms such as
Facebook. There are two personality types: introverts and extroverts. Introverts are
thought to have the tendency to recharge by spending time alone. They lose energy from
being around people for long periods of time, particularly large crowds. While Extroverts
tend to gain energy from being around people. Extroverts like being social and interacting
in big crowds and groups. Marketers use advertisements as a way to lure customers into
buying a certain product. They use many tactics such as running advertisements on social
media platforms. On Facebook, a user can scroll through their news feed and see
sponsored advertisements. Furthermore, if the user googled or was searching the internet
for a product, Facebook reminds users with ads luring them to click and purchase. The
research question is important because we want to determine if there’s a difference in
purchasing behavior between personalities types. If one type is more likely to buy
products from advertisements than the other, advertisers can focus more on advertising to
that group. Unfortunately, that would require marketers to know the consumer's
personality type. However, it is not beyond the scope of their abilities. Furthermore,
marketing researchers can better understand the buying patterns of each personality type.
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They can decide how to better allocate their resources in a more efficient way of any
clear cut conclusion is determined.
(2) What is the difference in frequency use of Facebook between introverts and extroverts?
A. Independent- Personality type
B. Dependent- Frequency of Facebook use
When it comes to introverts and extroverts, many people know that introverts tend
to be more reserved when it comes to in person social interaction. On the other hand,
extroverts are known to be more outgoing when it comes to in person social interaction.
But do these assumptions still hold true for both personalities when the frequency of
social media is involved; Facebook being the main social media in this case? Lett’s say if
we were to carry on and start the research on this topic. What if after gathering our first
data, we find out that introverts actually tend to use Facebook just as frequently as
extroverts. If this turns out to be the case, then there would be more research to be done
on this besides just basic observations being made. We would have to dig deeper and go
more into depth; this is exactly what marketing research is about. This is similar to what a
Marketing research does; analyze the data gathered and come up with a final presentation
on the conclusion to the research. What if after doing the research we find out that
introverts actually tend to use Facebook more than extroverts? This while throw a wrench
in the whole assumption that extroverts probably use Facebook more than introverts.
Picking this topic, we thought our research would seem pretty easy. But as we continue
learning in class and looking at our topic, we’ve realized that more in depth marketing
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research needs to be done to pull the most accurate data possible. And we definitely look
forward to tackling this tough question as our research begins.
(3) Which personality type post statuses more frequently?
A. Independent- Personality Type
B. Dependent- Frequency of status posting
If we tend to look at extroverts and introverts in real life in person situations, we
clearly know that extroverts tend to go out to places more and even have more friends
than introverts. I guess you can say extroverts are the ones who basically get the party
started. Introverts usually tend to stay at home and engage in other activities. Let’s say
for example extroverts go out to party with their friends. They will obviously have more
friends to hang out with compared to the introverts who go out. The real question though
is, after hanging out with their friends, do extroverts tend to post status updates the next
day on Facebook about what they engaged in before? What if surprisingly it’s the
introverts who post status updates, after engaging in an in house activity the day before.
Would an extrovert who partied the night before with his or her friends, post status
updates the next day on Facebook? Or could it be that the introvert who stayed at home
and watched the political debate was quick to post a status update on Facebook as soon as
the debate was over on television.
(4) Which personality type is more likely to like pictures & videos?
A. Independent- Personality Type
B. Dependent- Amount of times consumer likes a picture or video
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Facebook is one of the largest influencers of social media when it comes to liking
pictures and videos. Both introverts and extroverts like certain pictures and videos based
on their experiences, interests, preferences and hobbies. Ultimately, regarding this
question, the dependent variable is the personality type and the independent variable is
the amount of times a consumer pays more attention to a picture or video by clicking the
like button.
Why is this question important? The reason this question is significant to our research is because introverts and
extroverts are assumed to be two different types of people. Therefore, it is assumed that
they will both be attracted to different stimuli on Facebook. However, there might or
might not be a reason why they are attracted to certain pictures or video streams online.
As a result, the main purpose of this research is what personality type likes which
pictures or videos more. The findings of this research could assist marketing researchers
in figuring out if there is a particular way in differentiating introverted and extroverted
personalities.
(5) Which personality type is more likely to get more likes on the pictures and statuses they post on Facebook? A. Independent- Personality Type
B. Dependent- Amount of likes they receive on average per photo/status
C. Control- Frequency of posting pictures and statuses every two weeks
Extroverts and introverts are two different personalities. Introverts are known to
spend more time alone therefore; it can be assumed introverts might be more active
online or they might just not be active at all. Extroverts are known to be more outgoing
but they might not be as expressive on Facebook. However, there is a possibility
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Extroverts might be even more expressive online than their current personas in the real
world. The purpose of this research question is to find out whether or not a personality
type can really influence the amount of likes they get on pictures & statuses. Regarding
this question, the independent variable is the personality type, dependent variable is the
amount of likes they receive on average per photo or status, and lastly the control variable
is the frequency of posting pictures and statuses every two weeks.
Why is this question significant? The reason this question serves great
importance to our research is because these two personalities are portrayed to be two
different kinds of people on Facebook. Therefore, it is assumed one personality type will
have the most amounts of likes and the other personality will have fewer amounts of likes
depending on the statuses. The main purpose is to differentiate both personality types and
observe which personality type is more dominant when it comes to accumulating more
likes.
(6) Which personality type is more likely to comment on their friend’s activities on
Facebook? For example, commenting on their friend’s statuses, pictures,
conversations, notes?
A. Independent- Personality Type
B. Dependent- Amount of times they comment
Extroverts are known for their social engagement. Introverts are believed to be less
socially inclined. However, these are all assumptions based off of psychological
descriptions. The purpose of this question is to find out the behavioral patterns between
both groups. Is there a difference in each group’s frequency of expression on Facebook?
The reason this question is important is because, the answer can help marketing
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researchers better understand the patterns of each personality type. Although the answers
will not describe why each group may do a particular action on Facebook more than the
other, it can still give a glimpse as to whether there is a difference. It is possible that each
type has similar tendencies. From a business standpoint, a business can better understand
introverts & extroverts. This better understanding based on the results can possibly lead
to improved marketing strategies. For example, if the findings reveal that introverts are
70% more likely compared to extroverts to post on their friend’s statuses, pictures, etc, it
can also possibly mean that they pay more attention to their newsfeed. The newsfeed is a
hub for advertisements.
HYPOTHESIS:
(1) We are making the assumption that both personality types equally make the same
amount of purchases off of advertising from Facebook. Advertisement is based on what
a user searches on their free time then Facebook shows ads on the user’s news feed. Ads
on Facebook cater to the user by gathering history from their internet browser and posting
once they login. Even though one personality type may interact with people more, that
does not have an impact on their purchasing via ads. Therefore, marketing researchers
can use the information to better advertise to consumers based on their personality type.
Furthermore, if our hypothesis is true, it should come as a relief to marketers. It would
mean that there is no difference in buying patterns for each type. Marketers can continue
to advertise to their target markets in a general way with no emphasis on personality type.
(2) When it comes to the hypothesis for frequency of usage concerning Facebook, we are
making the assumption that both introverts and extroverts use Facebook on an equal
level. The reason we come up with hypotheses is because we have to realize that social
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media is different than interacting in person. People tend to behave differently on social
media than they do in person at times; I’m sure many of us have experienced this. This
leads to the hypothesis that maybe social media allows introverts to open up more and
express their feeling in a more outgoing way for people to see. Introverts tend to be more
reserved. But social media allows them to break this barrier and allows them to test their
more outgoing personality; a great example of this is the Facebook creator himself Mark
Zuckerberg. Mark Zuckerberg a shy introverted straight A student never really was the
outgoing type, but once he got the plan to develop Facebook and use it, he became a
completely different person. Using this great example from the man himself who created
Facebook, we can make the assumption that both introverts and extroverts most likely use
Facebook on an equal level.
(3) Our next hypothesis that we need to tackle is which personality type posts statuses
more frequently? This can go either way, but we assume the extrovert in this case is the
one who posts more status on Facebook. The reason we made this assumption is pretty
simple; extroverts are just flat out outgoing who love engaging with other people. Status
updates on Facebook are all about what you have done, what you are doing, or what
you’re going to be doing. Extroverts being outgoing tend to go out more and hangout
with others. After having these hangouts or meetups with their friends, they will tend to
post updates about what went down the next day on Facebook assuming that is their main
source of social media in this case. Introverts usually tend to stay indoors, and dwell on
other things they find more particularly important. Introverts on the other hand also have
more fascinating things to say, maybe even more fascinating than the extroverts. But
most are not always into the hype of following the popular trend going on and hence a lot
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of people on social media don’t analyze too much on their status updates. This is one of
the major reasons why we make an assumption that extroverts tend to update their status
more often on Facebook compared to introverts.
(4) We are assuming that introverts are less outwardly expressive in terms of vocalizing
their thoughts and emotions. However, with that being said, we still believe introverts
will like pictures and videos more often. We feel that introverts are more likely to like
videos and pictures online because we are also assuming they spend more time online.
However, we do not know the psychological reasoning for their behavior. We are just
making assumptions.
(5) Since we are making the assumption extroverts have more social interaction outside
of social media, we are assuming they have more friends and more social interaction
online. Therefore, we feel extroverts are more expressive about their thoughts, opinions,
and statuses when it comes to social media. We feel that an extrovert might be the most
involved when it comes to updating their statuses. Therefore, we feel extroverts might be
the most likely to obtain likes on Facebook.
(6) Introverts and Extroverts are completely different individuals. They both process
information differently and react to external stimuli in a different way. Based on the
given information about introverts, our research team has mutually agreed that introverts
probably spend more time on Facebook and also are more active on Facebook. However,
with that being said, our research team’s hypothesis is that we still believe that extroverts
are more likely to comment on their friend’s Facebook activities. The reason being is that
extroverts are more inclined to enjoy social engagement. Introversion is defined as paying
more attention to one’s inner thoughts, feelings, etc. Extroversion is defined as paying
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attention to how one relates to the outer world. Therefore, extroverts will most likely
receive and give attention more. The logic is simple: extroverts are more involved with
other people’s lives and enjoy social connections/contact. It does NOT mean that
extroverts will spend more time viewing what their friends are up to on Facebook. It just
means that extroverts will most likely comment on their friend’s activities more often.
Introverts might spend more time viewing other people’s activities but might not make
attract attention to themselves by commenting on statuses, pictures, videos.
Demographic Variables:
(1) Age: 18-24 is our Target – The reason we choose this demographic variable is due to
the fact that the people carrying out this research fall into this age category. We tend to
understand individuals in this age category better.
(2) Level of education – The difference in level of education allows to make
assumptions and gather data on whether higher education vs lower education plays a part
in using social media. Could there be a difference on how people with more education
use Facebook differently than those with a lower education?
(3) Major – Major is also an important variable to consider. Do certain majors use
Facebook less frequently? For example, do pre-med and medical students use Facebook
less often because of their tight schedules?
(4) Race – When it comes to personalities and race, is there factors involved where one
specific race tends to be more introvert and the other more of an extrovert? Could races
who are more culturally disciplined tend to be more of introverts and keep to themselves
even with the use of Facebook? Or are they just as likely to use it the same as extroverts?
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Could race be involved when it comes to introvert and extrovert personalities using
Facebook? Or is it just biased assumptions?
(5) Gender – Back in the day females used to be more shy and reserved; they kept to
themselves. But times have changed, and they’re just as outgoing now as their male
counterparts. If we do look around on Facebook, you will clearly see females using
Facebook at the same frequency as males. Which gender is more likely to be an introvert
or extrovert when it comes to Facebook usage?
(6) Frequency of usage of other Social Media: In this day in age, social media consists
of Facebook, Twitter, Instagram and snapchat. Every social media platform takes up a
portion of each consumer’s day. The amount of time they spend on other social media
platforms has a huge impact on their usage of Facebook.
Research Method Design:
The research method design is casual research. We will be conducting online surveys
using Google Forms. For research method design we will be using qualitative data, which
is any data collection technique or data analysis procedure that generates or uses non -
numerical data. We will be selecting individuals to survey from 60-80 individuals. This
research isn’t about quantity of individuals; it’s more about the quality of those
individuals being surveyed and the accurate data we will be able to gather. If we choose
to target individuals who seem to actually be interested in the survey, then that will lead
to more accurate data for our research. If were to just follow the quantity method and
selected as many as possible, there’s a high probability that half could be individuals who
don’t take the survey seriously. Quality is definitely more important than Quantity; but if
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you can tackle both at the same time which we are determined to do, then there’s no
looking back for this research.
Sampling method:
A. Our sample size is 60-80 individuals.
B. Our sample size group we are targeting is between 18-24 years old. They will most
likely be undergraduate/graduate students.
C. The target location of our sample is NJIT & North Jersey. We will be allocating
surveys to our friends, families, co-workers, students and associates.
D. We are planning to use Google Forms and Facebook as platforms where our sample
targets can respond to our online survey.
E. The reason we are targeting the above stated sample is because we feel that those
individuals are highly active on Facebook.
G. With the previous sampling methods highlighted above, we have decided to use
Probability Sampling with Convenience Sampling. According to what we have learned
in class and examining the textbook the definition for this specific sampling method is
simple. Using this method, the samples/subjects are selected because they are accessible
to the researcher or easy to recruit. It’s not only about simplicity, but also about the
quality rather than the quantity. Targeting 18-24 year olds who are
undergraduate/graduate students allows us to examine a group of individuals that are
highly active on Facebook.
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Welcome to (Company Name) customer satisfaction survey!
Thank you for agreeing to take part of this important survey measuring the effect
of a person’s personality and Facebook usage. Today, we will be gaining your thoughts,
insights, and opinions in order to serve you better in the near future. This survey should
take briefly about 4-5 minutes to complete. Be assured that all answers provided will be
kept in the strictest confidentiality and anonym.
Data collection procedure (Section 3):
The procedure that our team utilized was to gather, analyze and collect data was
through Google forums. As a matter of fact, we analyzed our research even further by
collecting data, understanding results, charts, and making conclusions by using the
computer software called Statistical Package for the Social Science (SPSS). In addition,
we sent the link on Google forums to several potential respondents. Therefore, we used
convenience sampling because we sent each survey to our friends and colleagues. We
used qualitative and quantitative data to gather our research data.
Statistics of sampling (Section 4):
Total number of responses: 49 responses
350 surveys were allocated.
14% responses rate/ non response bias
Non-sampling method was used along with convenience sampling.
Out of 350 surveys we only had 49 responses. The response rate was conducted
by dividing the number of responses by the sample size gave us a response rate of
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14 percent. We collected our data by sending the surveys to our friends and
classmates. This method leaves out a large portion of the general populace, and
only reflects the opinions and trends of people of that age group.
According to the survey 34 males and 14 females responded to the survey. What
best defines you helped us determine the participants’ personality. 8.2 percent
believe they are a private 20.4 percent meaning they are outgoing, a combination
of social and private was 61.2 % and 10.2% thought they were not socially
inclined.
Non-Response Bias: out of 49 responses we had 1 outliner. Due to the response
from that person we were not able to use it in our sample survey.
Results (Section 5) Research Questions:
Results:
(1) Which personality type is most likely to make a purchase off an advertisement on Facebook? A. Independent- Personality type B. Dependent- Number of purchases
Hypothesis: We assumed that both personality types equally made the same amount of
purchases off of advertisements from Facebook
Result: However, due to the significance level of 1.000; we found that there is no
relationship between personality type and purchases made off of Facebook.
(2) What is the difference in frequency use of Facebook between introverts and extroverts? A. Independent- Personality type
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B. Dependent- Frequency of Facebook use
Hypothesis: We assumed that both introverts and extroverts utilize Facebook on an equal
amount of time.
Results: Based on the results, the significant level is .673. Therefore, our hypothesis was
correct. There is no relationship between personality type and frequency usage of
Facebook.
(3) Which personality type post statuses more frequently? A. Independent- Personality Type B. Dependent- Frequency of status posting
Hypothesis; we assumed that the extroverted personality would post more statuses on Facebook.
The reason for that was because extroverts are perhaps more outgoing.
Results: However, due to the significance level of .494, we have concluded that there is no
relationship between the variables.
(4) Which personality type is more likely to like pictures & videos?
A. Independent- Personality Type B. Dependent- Amount of times consumer likes a picture or video
Hypothesis: We presumed that introverts are more likely to like videos and pictures
online because we are also assuming they spend more time online.
Results: However, due to the significance level of .822, we have concluded that there is
no relationship amongst the variables.
(5) Which personality type is more likely to get more likes on the pictures and statuses they post on Facebook? A. Independent- Personality Type
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B. Dependent- Amount of likes they receive on average per photo/statusC. Control- Frequency of posting pictures and statuses every two weeks
Hypothesis: We expected that since extroverts are more expressive about their thoughts,
opinions, and statuses, they would probably receive more likes on their pictures and
statuses. Furthermore, we felt that extrovert might be the most involved when it comes to
updating their statuses based on their interests.
Result: However, based on the significance level of .759, there is no relationship between
the variables.
(6) Which personality type is more likely to comment on their friend’s activities on Facebook? For example, commenting on their friend’s statuses, pictures, conversations, notes?
A. Independent- Personality Type B. Dependent- Amount of times they comment
We were NOT able to run the test on SPSS. We used several different methods.
However, we were still unsuccessful. Therefore, we have omitted the results for this
question from our conclusion. We cannot make a conclusion about whether or not
personality type affects how often one comments on their friend’s activities. However, in
the presentation, we did state the frequency of each answer based on the survey results.
Results Chart:
Independent Samples Test
Levene's Test for Equality of
Variances
t-test for
Equality of
Means
F Sig. t
How often do you login to
Facebook?
Equal variances assumed .180 .673 .890
Equal variances not
assumed.855
How often do you like other's Equal variances assumed .051 .822 .407
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post on Facebook? Equal variances not
assumed.405
On average how many
likes/comments does your
post receive?
Equal variances assumed .095 .759 .286
Equal variances not
assumed.279
How often do you update
your status / post on
Facebook?
Equal variances assumed .477 .494 -.539
Equal variances not
assumed-.543
In the past year how many
purchases have you made
from an influential Facebook
ad?
Equal variances assumed .000 1.000 .000
Equal variances not
assumed .000
Independent variable: What best defines you?
Dependent variable: (1) How often do you logon to Facebook?
(2) How often do you like other’s posts on Facebook?
(3) On average, how many likes/comments does your post receive?
(4) How often do you update your status/ post on Facebook?
(5) In the past year, how many purchases have you made from an influential
Facebook ad?
Managerial/ Marketing implications Section 6:
When carrying out our research one of the main questions we kept an eye out on
when doing the research was the following: “In the past year how many purchases have
you made from an influential Facebook Ad?”. We were surprised by the results that came
back. A sum of 44 people total said they have made no purchases at all, which is around
89.8% out of the total survey. Only 5 people said they have made 1 – 3 purchases in the
past year, which equals around 10.2%. So after analyzing these results we decided to use
these statistics to give out our advice when it comes to managerial marketing
implications. The major marketing implication is that there is no relationship between
personality type and their engagement of Facebook. Therefore, a business does not have
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to alter their marketing based on the personality of the target consumer. Our advice has to
deal with improving users on Facebook both Introverts and Extroverts in engaging in
buying products when they see an advertisement on Facebook. Our best recommendation
to the whole Facebook team is to work together with the company that’s advertising their
products on their social media site. Facebook and the corporations advertising their
product should work together to include sweepstakes when thinking about buying
products. Sweepstakes are usually promotional scheme in which prizes are given to
winners selected only by chance (at random) from the entries received. Sweepstakes do
not usually require a purchase (consideration) otherwise they would become a lottery
(which requires a license to operate). If users on Facebook have a chance of winning
sweepstakes even without purchasing the product advertised on the site by a company,
then more people will feel intrigued to actually purchase the product. The advertisements
of the products can have quick surveys about the products which the winner of the
sweepstake is award a prize without having to make a purchase. This is a great
promotional strategy included with advertising where both the company and Facebook
can team up to increase the percentage of positive answers for this main question.
Appendix Section 7:
This is the survey we conducted towards our research findings and data
collection.
Which of the following social networking websites do you currently have an account with? (Check all that apply)
Snapchat
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Other In a typical week, which of the following social networking websites do you use most
often?
Snapchat
OtherHow often do you login to Facebook?
Daily
Weekly
Monthly
Annually
NeverWhat best defines you?
Private
Social/outgoing
A combination of social and private
Not socially inclinedHow often do you comment on other people’s (your friends, associates, random) activities (status posts, videos, comments) on Facebook?
Rarely
Once every 2-3 months
Once per month
2-5 times per month
2-3 times per week
DailyHow often do you like other's post on Facebook?
Daily
Weekly
Monthly
Annually
NeverOn average how many likes/comments does your post receive?
1-25
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26-50
51-75
76-100
Leaving comments/likes privateI believe that I'm better off not trusting anyone
Exactly like me
A lot like me
Somewhat like me
A little like me
Not at all like meHow often do you comment on your friend's Facebook activity? (Status, comments, links, conversations)
Rarely
Almost never
Sometimes
Frequently
Most of the timeHow often do you update your status / post on Facebook?
Daily
Weekly
Monthly
Annually
NeverAt Parties I:
Almost always leave as soon as I can
Usually leave as soon as I can
Usually stay as late as I can
Almost always stays as late as I canIn the past year how many purchases have you made from an influential Facebook ad ?
None at all
1-3
4-7
8-11
12-15I enjoy spending time alone
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Most of the time
Often
Sometimes
Rarely
Almost neverIt is important for me to have an active social life
Completely true
Mostly true
Doesn't matter
Mostly false
Completely falseWhat is your age group?
18-24
25-30
31-37What is your gender?
Male
Female
Do not want to answerEthnicity origin (or Race): Please specify your ethnicity.
White
Black or African American
Native American or American Indian
Asian/Pacific Islander
Latino/Hispanic
OtherWhat is the highest level of education you have completed?
Some high school
High school graduate
Some level of college
Trade/technical/vocational training
College graduate
Prefer not to answer
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What is your current employment status?
Self employed
A college student
Military
Retired
Working full time
Other.
Discussion & Conclusion Section 8:
This research was exciting, tedious and required a lot of hard work. We set out to
find whether or not there is a relationship between personality types and “how” each type
uses Facebook. The question intrigued our team from the beginning. Our personality type
affects our life deeply according to psychology. Therefore, we wanted to know how each
type interacts on Facebook. We felt that the answer to the question would lead us to be
able to contribute substantial information to any business that is interested in advertising
on Facebook. However, the results we have found are slightly discouraging to businesses
and marketing firms. Based on the significance levels of the tests we ran based on our
research questions, we have found that there is literally no relationship between
personality type and how they use Facebook. Furthermore, the most important finding of
our research is that we found that only five out of 48 respondents made purchases of
products from ads they saw on Facebook. That is a slightly low 9.6%. Furthermore, the
finding may also paint a picture of the buying patterns of our sample respondents. The
respondents we surveyed were between the ages of 18-34. Therefore, this study may have
found that approximately only 10% of Facebook users in that age group make purchases
off of Facebook. This information may be positive or negative to a business. It all
depends on their expectations of return on investment from advertising on Facebook.
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Team 5
In conclusion, to reiterate the previous point, there is no relationship between
personality type and their use of Facebook. Furthermore, only 10% of Facebook users
between the ages of 18-34 purchase products off of ads from Face
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