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Attribution Non-Commercial (BY-NC)

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2

Research Analysis – What attracts you to facebook?

Client – Mrs Lopamudra Ghosh

Researchers –

Neha Gupta – 09BS0001399

Nilankan Dey – 09BS0001439

Nishant Vora – 09BS0001462

Prakash Krishnamoorthy – 09BS0001615

Preha Sharma – 09BS0001667

Rachit Sharma – 09BS0001742

Ramkumar Venkiteswaran – 09BS0001822

3

Acknowledgement

contributed to make this finding successful.

valuable input.

given this project of great magnitude to this respectable group.

4

Letter of Authorization:

IBS Mumbai

Date: 5th January, 2010

FACEBOOK and interact with the faculty and the students of

the college.

IBS MUMBAI

5

TABLE OF CONTENTS

Sr No TOPIC Page No

1 List of Tables 6

2 List of Graphs 10

3 Executive Summary 11

4 Problem Definition 12

6 Research Design 14

7 Data Analysis 16

8 Results 21

9 Limitations 23

11 Exhibits 26

6

LIST OF TABLES

• Correlation Matrix

• Communalities

• Scree Plot

• Component Matrix

7

Correlation Matrix(a)

Chec

k out

how

Play your Upda

non- frien te

interacti ds your To Community

ve Cha are profil pass Simplici Horosco Personalizati Flirtin Flexibili

games t doing e time ty pe on g ty

Correlati Play non-

on interactive 1.000 .465 .375 .443 .365 .321 .324 .318 .264 .222

games

Chat .465 1.000 .791 .524 .540 .540 .321 .313 .392

Check

out how

your

.375 .791 1.000 .527 .599 .413 .126 .244 .229

friends

are

doing

Update

1.00

your .443 .524 .527 .558 .459 .391 .447 .406

0

profile

To pass .365 .540 .599 .558 1.000 .446 .174 .314 .090

time

Simplici .321 .540 .413 .459 .446 1.000 .436 .449 .253

ty

Horosco .324 .321 .126 .391 .174 .436 1.000 .647 .399

pe

Commu

nity .318 .313 .244 .447 .314 .449 .647 1.000 .252

Personal

ization

.264 .392 .229 .406 .090 .253 .399 .252 1.000

Flirting

Flexibili .222 .487 .440 .329 .306 .502 .315 .443 .232

ty

a Determinant = .010

Kaiser-Meyer-Olkin Measure of Sampling

Adequacy. .820

Sphericity Df 45

Sig. .000

8

Communalities

Initial Extraction

Play non-interactive

games 1.000 .364

Chat 1.000 .764

Check out how your

friends are doing 1.000 .811

Update your profile 1.000 .588

To pass time 1.000 .638

Simplicity 1.000 .533

Horoscope 1.000 .791

Community

Personalization 1.000 .673

Flirting 1.000 .352

Flexibility 1.000 .408

Extraction Method: Principal Component Analysis.

Extraction Sums of Squared

Component Initial Eigenvalues Loadings Rotation Sums of Squared Loadings

% of Cumulative % of Cumulative % of Cumulative

Total Variance % Total Variance % Total Variance %

1 4.55 4.55 3.32

45.543 45.543 45.543 45.543 33.292 33.292

4 4 9

2 1.36 1.36 2.59

13.677 59.221 13.677 59.221 25.929 59.221

8 8 3

3 .932 9.322 68.543

4 .813 8.131 76.673

5 .616 6.156 82.829

6 .502 5.023 87.853

7 .438 4.381 92.233

8 .331 3.313 95.546

9 .288 2.875 98.421

10 .158 1.579 100.000

Extraction Method: Principal Component Analysis.

Component Matrix(a)

Component

1 2

Play non-interactive

games .603 -.032

Chat .819 -.304

9

Check out how your

friends are doing .733 -.523

Update your profile .766 -.040

To pass time .674 -.428

Simplicity .726 .076

Horoscope .591 .665

Community

Personalization .646 .506

Flirting .492 .331

Flexibility .637 .052

Extraction Method: Principal Component Analysis.

a 2 components extracted.

Component

1 2

Play non-interactive

games .493 .349

Chat .831 .269

Check out how your

friends are doing .899 .044

Update your profile .625 .444

To pass time .794 .083

Simplicity .523 .510

Horoscope .051 .888

Community

Personalization .193 .797

Flirting .181 .565

Flexibility .468 .436

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

a Rotation converged in 3 iterations.

Component 1 2

1 .785 .620

2 -.620 .785

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

10

LIST OF GRAPHS

• Scree Plot

1

3

4

5

6

7

8

9

0

2

C

E

Scree

0

Plot

i

o

m

g

p

e

o

n

n

v

e

a

ln

t

u

e

N

u

m

b

e

r

11

EXECUTIVE SUMMARY

world. We plan to analyze why it is so!!

undertook a research and found some key factors that act as

influencers for users to stay loyal to the site and on the contrary

rope in more users. In our research we included 12 factors that

are there to attract to people to use face book. We used a

questionnaire where in we asked the respondents to rate those

factors which they thought were important factors to use the site.

data entry using SPSS. Here we used factor analysis to interpret

the data by using KMO, Bartler Test, Communalities and Scree

Plot

factors in which we could analyze all the other 12 factors with

the help of data reduction.

12

PROBLEM DEFINITION

will probe is whether the factors which are attractive to use face

book are correlated to each other or are independent. By

understanding these factors we will be able to see whether we

can combine 2 or more factors into one which would be easy for

us to interpret. So the null hypothesis in this problem would be

that the factors are not correlated to each other.

of the world’s largest social networking site. Social networking

in the earlier years only was about interaction between people.

But due to tough competitions from many networking sites it is

necessary that there need to be some extra facilities on the basis

of technology as well as on the basis of needs of the people.

Facebook has been successful in doing that. Facebook has so

many new and different features that it is very difficult to

understand what kind of things does people like in Facebook. To

understand this problem we are doing a research where in we

analyze whether some factors really are correlated to

attractiveness and whether those factors are related to each other

or not.

13

Approach to Problem

on how should we proceed with the research. We decided to

start our survey from college itself. Here we provided our

questionnaire to people at specific areas where we may get a

large amount of respondents for e.g: Library, Reading Hall,

Canteen etc. We also tried to do this research with different set

of age group people also that may help in analyzing the problem

better. While creating questionnaire our first criteria was to find

the factors that are relevant to the problem. After a lot of

research we decided to analyze on the basis of following 12

factors

1)New Friends

2)Interactive Games

3)Non Interactive Games

4)Chat

5)Wall

6)Profile Update

7)Passing Time

8)Simplicity

9)Horoscope

10)Community

11)Flirting

12)Flexibility

factors.

14

We decided to use Factor Analysis along with Semantic Scale to

rate the factors and then analyze

Research Design

Here we used factor analysis because our main problem talks

about correlation among various factors. To understand

attractiveness towards facebook, we need to understand the

interdependence among variables. All the factors could be

grouped together with respect to specific characteristics and then

analyze it well.

that was needed while taking the survey. First information was

whether they use facebook or not. If the answer was yes then

only we used to proceed with the other informations. Among

them was there name, age, contact number and how often do

you use facebook. This was some of the basic information along

with the rating of factors that was needed.

Here secondary sources include data entry of primary sources

into SPSS and then using factor analysis interpreting the

relationship between the primary data.

included most of the students of IBS who were the respondents

of this survey along with others who generally use face book.

15

e)Scaling Techniques: Semantic Scale

Here we needed ratings. Hence we used semantic scale where

we asked the respondents to rate the factors from 1-7. Here 1

being least important factor and 7 being most important factor.

Rating will help us to understand the importance of these

factors.

important factor that is necessary for a research is to prepare a

good questionnaire. Before starting our questionnaire, we made

the necessary research to find the factors involved .Here the

most important which the respondents may relate to has to be

used. The most important question being asked in the

questionnaire was whether they use facebook. If no, then there is

no point in proceeding with further questions. There were some

other relevant question as to how often do you use facebook.

Also some basic questions like respondents age, contact number

etc.

All items in the population had an equal chance of being chosen

in the sample. This was done to avoid bias.

16

h)Field Work:To conduct a research we need to do some field

work. Hence even this research involved certain field work. Our

initial respondents were IBS students. Hence we went to main

areas of IBS campuses like library, canteen, reading hall,

classroom etc to take the survey. Others were been also given

personally.

17

Data Analysis

a)Methodology:

through correlation matrix. From our table, we can see that there

is correlation between individual variables (e.g. chat has 1

correlation with chat itself but it has .487 with flexibility). From

this method we are able to reject the hypothesis that correlation

matrix is an identity matrix since the correlation with other

variables is not 0. Hence accept the alternative hypothesis that

there is a correlation between variables.

significance and adequacy level of samples.

KMO checks the adequacy level of samples. The condition to

check the adequacy level is that if the level is greater than 0.5 it

is fit. More it is closer to1 better would be the research. In our

case the level is .820. Hence we can say the sampling is good

enough since it is more than .5. It is conducive enough to

conduct factor analysis. Hence we can proceed further.

condition is if significance level is less than 0.05, we can say

that there exits significant correlation between variables. In our

case it was 0.00.Hence the case is significant enough to find

correlation.

18

iii)Communalities :Communalities help us to explain how

much the research has explained the factors. Here we can see

that some have more than 50% explanations.

E.g. New friends has the maximum 82% explanation in this

research while flirting has just 35.2% explained in the case.

Hence we can say that more different data need to be taken in

the case of flirting because it is even less than 50%.

analyze the variances of various factors and determine eigen

values of that factors. Eigen value explains us how much all the

attitudes are been explained by individual factors. Here the

condition is that eigen value should be at least one. Other wise it

is irrelevant if it is goes to less than one. Here there is a method

to calculate the number of factors to be obtained finally. When

eigen value becomes less than 1,we need to stop and number of

factors would be equal to previous number when it was at least

one. In our case till the second factor the eigen value is more

than 1.After that it reduces to less than 1.Hence we can

determine the number of factors as 2 since after that the eigen

values reduces to less than 1. Cumulative here is 62% in case of

2 factors.

19

v)Scree Plot: This is another way to find the number of factors

used. Scree plot is a graph where you are able to find the number

of factors with the help of flatness of the graph. In our case the

graph becomes flat after 2 factors. Hence according to the

condition in our case due to its flatness we can say that the

number of factors here is 2.

reloading. This explains how much one attitude has explained

each of the 2 factors.

Here some of the attitudes are best explained by factor 1 while

some factors are best explained by factor 2.Highest loading for

most of the attitudes is attitude 1 while for horoscope highest

loading is factor 2.

Factor 1 Factor 2

Chat- 81% Horoscope- 66%

New Friends- 73%

Update Profiling -76%

Pass Time -65%

Simplicity -74%

Community

Personalization- 65%

Flirting -49%

Flexibility -65%

20

vii)Rotation Component Matrix: If almost all the factors are

same then we tend to rotate to get an accurate picture of the

sample. Maximum rotation can be done 25 times .Here we have

used Varimax method for rotation. Here we have some changes

in the loading factor. Even the percentage of loading has also

increased after rotation. Eg: Communality Personalization and

Flirting in the previous condition was best explained by factor1

but then after rotation now it is best explained by factor 2.

transformation matrix tells us the way the overall attitudes have

been explained by 2 components. Here it 77% and 63%

21

Plan of Data Analysis:

analysis of our research. We used SPSS, factor analysis to carry

forward our research.

2. First process was data entry. While adding our data, we first

described our variables in Variable View, which included Name,

Type, Width, Decimal etc.

3. Then data was entered into the Data View.

4. To obtain the output, we selected Data Reduction, where we

selected factor.

5. We selected all the variable and choose Initial and KMO from

descriptives.

6. Then Principal component method was selected from the

extraction option. Correlation matrix was used to analyze and

unrotated factor solution and scree plot was used to display. The

value for the Eigen value was given over 1.

7. Varimax rotation was used.

8. Listwise cases were excluded.

22

Results:

matrix since the correlation with other variables is not 0. Hence

accept the alternative hypothesis that there is a correlation

between variables.

KMO checks the adequacy level of samples. In our case the

level is .820. Hence the sample was good enough, since it is

more than .5. It is conducive enough to conduct factor analysis.

Hence we proceeded further.

The next set of test was Bartlett’s test of significance. In our

case it was 0.00. Hence the case was significant enough to find

correlation.

Communalities help us to explain how much the research has

explained the factors. New friends has the maximum 82%

explanation in this research while flirting has just 35.2%

explained in the case. Non interactive games has 36.4%. Chat

was 76.4%. Checking out how friends are doing was 81%.

Profile update was 58.8%. Passing time constituted 63.8%.

Simplicity accounted to 53.3%. Horoscope was about 79%.

Community personalization and Flexibility accounted to 67.3%

and 40.8% respectively.

Then we analyzed the variances of various factors and determine

eigen values of that factors. In our case till the second factor the

eigen value was more than 1. After that it reduced to less than 1.

Hence we determined the number of factors as 2 since after that

the eigen values was reduced to less than 1. Cumulative here

was 62% in case of 2 factors.

Some of the attitudes were best explained by factor 1 while

other factors by factor 2. Highest loading for most of the

23

attitudes is attitude 1 while for horoscope highest loading is

factor 2.

Factor 1 Factor 2

Chat- 81% Horoscope- 66%

New Friends- 73%

Update Profiling -76%

Pass Time -65%

Simplicity -74%

Community

Personalization- 65%

Flirting -49%

Flexibility -65%

Component transformation matrix tells us the way the overall

attitudes have been explained by 2 components. Here it was

77% and 63%.

24

Limitations

facebook. And because of using 12 questions only we have

limited our research. We have considered various factors

like chat, friends, games etc through which we have come

to a conclusion.

would be biased to a metro city where such networking

sites are very common so this might not give us the right

survey results as small cities are totally ignored.

survey lags the interest of other age group people like

teenagers and people above the age of 30.

25

Conclusions

Here our main aim was to find the significance of each and

every factor that was related to attractiveness to facebook. With

factor analysis using SPSS we were able to find the following

conclusions:

proved that the samples were fit to do the research.

2) Using Bartlett we concluded that there is a significant

correlation between the variables.

3)Scree plot and Variances helped us to reduce the factors to 2

and then help us to analyze the data.

4)Using Component matrix we saw that factors like non

interactive games, chat, new friends, pastime, simplicity etc

were all explained most by factor1 due to high loading while

Horoscope was best explained by factor 2.

26

Recommendations:

The current features can be upgraded with certain latest

technologies.For eg Currently the photo which are

uploaded can be easily edited by any person and use it in

any manner.This may lead to some undesirable

consequences.

Upgarding the facebook with calling facility would

increase the usage of it to a larger extent.The calling

facility which is availbe in Skype pr GTalk can be

incorporated which would lead to overall improvement in

the facebook features.

Songs are backbone of each and very individual.When

ever people are online they do always work while listening

to music.So inclusion of songs and videos would entyertain

the people using facebook.

Exhibits:

27

Yes No

Several times a day Daily

Weekly Monthly

Less than monthly

activities according to the frequency of usage with 1 being the

least frequent and 7 being the most.

1 2 3 4 5 6 7

1 New friends

Play

2 interactive

games

Play non-

3 interactive

games

Chat

(including

4

comments and

wall)

Check out how

your friends

5 are

doing(photos,

walls etc)

28

Update your

6

profile

7 To pass time

8 Simplicity

9 Horoscope

Community

10 personalizatio

n

11 Flirting

12 Flexibility

Name:

Mobile:

Gender:

Age:

29

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