Marketing Research Project Facebook

Research Report

ADM 3323 (A)

Professor Michael Guolla

December 2, 2013

Andy Poon
Ketav Mehta
Lindsay Johnston
Weiyi Wang
ZishenWang

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Table of Contents
Introduction

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Research Objectives

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Methodology

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Results

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Conclusion

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Recommendations

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Appendix

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Bibliography

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Introduction
Facebook is a web-based interface that allows users to create their own social networks
and connect with people all over the world. It has a wide variety of applications and
features that integrate into one hub for users to have a view of all social aspects of their
lives. By researching student and general usage of Facebook, we hope to identify a
change, if any, in the Facebook user experience and user satisfaction in comparison with
its new competition.
Throughout the research process, a variety of different methods were used in order to
produce data. In the beginning stages of our research, various forms of secondary data
were used, such as articles and past surveys. These forms were used in order to gain a
basic understanding of the topic at hand and to ensure all group members involved in the
research were working towards the same research objectives based on the same facts. As
our research evolved, we moved to a focus group and interview method in order to gather
more qualitative data and to solidify or disprove any predispositions held by our research
group. After analyzing and interpreting this data, a survey was developed and
administered to a large sample of people in order to be compared with previously
collected data and to formulate a conclusion that satisfies the objectives of our research.
In order to obtain the data needed to answer our objectives and hypothesis, we looked to
a random sample of people, indiscriminate of age, gender, etc. The sample contains both
users and non-users of Facebook. The selection of our sample was done in such a way to
avoid any selection bias.
In order to obtain the data needed to answer our objectives and hypothesis, we look to a
random sample of people, indiscriminate of age, gender, etc. The sample contains both
users and non-users of Facebook. The selection of our sample is done in such a way to
avoid any selection bias. These samples were used throughout the research.
Research Objectives
In researching the user experience and satisfaction of Facebook as a social networking
site we hope to identify the level of overall satisfaction with the site as well as identify
any changes in satisfaction and user demographics. It is our hypothesis that the
demographics of Facebook users has changed and the age group holding the highest level
of satisfaction with the site has aged. We aim to prove that the satisfaction level of the
once targeted teenage age group has declined and the use of Facebook as a social
networking site has seen a decrease in user activity.
Methodology
To begin forming our research objectives, past Facebook surveys and articles were
obtained and used as a base of background knowledge. By using these secondary sources
of information, we were able to get a sense of the conclusions that have been made
pertaining to the Facebook user experience so far and allowed us to formulate our own
objectives and hypothesis concerning the direction of the research planned.

With background knowledge of both Facebook as a company and past user experience,
we were able to conduct a focus group to gather our own qualitative data through a
responses to a group descriptive, open-ended questions, found in Appendix A. The
questions posed by the moderator involved content pertaining to the general use of,
comparisons with other social networking sites and both features and downfalls of the
site itself. Having access to this qualitative response information, enabled us to better
compose the questions for the next step of research and very useful in detecting and
solving for biases within our work. After analyzing and interpreting the qualitative data
collected from the focus groups, dominant areas of dissatisfaction with Facebook user
experience were relevant. All of the features of Facebook that users see to hinder their
ability to connect with their friends and family in a private way were the largest areas of
dissatisfaction. Emphasis was put on the importance of both connectivity and privacy
policies. The existence of alternative sites also impact the relevance of Facebook as more
and more competitors enter the social networking market with the same, different and
even better content offerings. Participants in the focus group also accentuated the shift to
an older user age. As the first users of Facebook are now reaching an older age and
teenagers are finding other sites, the average user is no longer as young as users once
were. Having the information on the main areas of importance and dissatisfaction led us
to focus on these areas along with the demographic shifts in the next step of research.
A survey questionnaire was developed and administered to a large number of respondents
online through Qualtrics. The questionnaire remained online for one week in order to
generate the largest number of respondents possible to gather plentiful and accurate data.
In collecting the data from the surveys the group went through a strict process of editing
where completeness, consistency, and legibility of data would be checked. Any survey
proving to be incomplete, inconsistent, and unreadable was excluded from the data. The
need to rerun the survey was not necessary as we were able to collect enough surveys that
enabled us to obtain consistent and accurate data. The compiled data was analyzed using
SPSS Statistics in order to prove or disprove our hypothesis and fulfill the objectives set
out for the research project.
Results
In analyzing the collected questionnaire data we found that the greatest satisfaction level
was among the 21-24 year old age group at 73% mean satisfaction level followed by the
25-29 year old age group at a 72% mean satisfaction level (Appendix 1). This adequate
level of satisfaction with the website within these age groups along with age groups that
were even less satisfied is a clear indication that the site is not fully meeting users needs.
The highest satisfaction levels are all given by the age groups that are 21 and up.
Teenagers are the most important demographic for a modern-day communication tool
but the demographics of site users are undoubtedly changing. (Olson, 2013). This is
shown in the bar graph in Appendix 3. The higher satisfaction with the older age groups
supports the hypothesis that there is a shift in user demographics. This is consistent with
the answers obtained from the participants in the focus group and article data obtained in
the preliminary stages of research. In the past few years the average age of users has
jumped to 30.11 (Allen, 2013). The one-sample t-test revealed that the mean level of user
satisfaction level was 68.9. (Appendix 2). Using the percentage scale, this means that

rating satisfaction from 1 to 100, the average satisfaction lies at 68.9. This is not a
favourable level of satisfaction for the site to have and this result supports initial
predictions.
In our objectives we hoped to find not only a shift in demographics but a shift in the
frequency of use. Analyzing the declining satisfaction levels alongside the data collected
for a decrease in use shows that 39 respondents agreed that they use the site less than in
the past. This is compared to 31 respondents who did not see a decrease in use (Appendix
4). This satisfies our hypothesis that Facebook use is decreasing.
Looking at the time spent on social networking compared to the time spent on Facebook
indicates that people are using other social networking sites either instead of or along
with Facebook. As seen in Appendix 5, most people state that they use social networking
sites for 1 to 3 hours per day. In contrast, most people state that they use Facebook for
under 30 minutes or 30 minutes to 1 hour per day. The deviation in time using social
networking and time spent on the Facebook site can support the claim that usage is
declining and can also indicate a lowering satisfaction level. There is a relatively strong
correlation (0.733) between the time spent on Facebook and the time spent on social
networking (Appendix 6). Looking at the response frequency for other sites used in
addition to Facebook, Instagram and Twitter had the highest usage numbers which we
could assume make up for at least some of the deviation in time for social networking
usage (Appendix 7). All respondents indicated that they are a member of at least one
additional social networking site.
In developing our research it was decided that the most important factors that would
impact the user satisfaction were site usage, features and content of Facebook, and
privacy settings. Appendix 8 illustrates the level of importance of each of the three
factors. The ability to connect to friends and family and privacy seem to be the two most
important factors. The results of this particular data validate the importance of the factors
on the Facebook user experience. Reading through the open-ended questions it was clear
that the majority of Facebook users are on the site to connect with friends and family. The
frequency analysis (Appendix 8) along with the pie chart of responses reinforces this fact
(Appendix 9).
Since it was determined that the features of Facebook contribute to the user satisfaction,
the most common features were listed in survey question to see which features are most
used. Looking at the results of this questions shows that the most used features seem to
be the Like button, comments, chat, and photos (Appendix 10). The most used features
are common features with many other social networking sites. There were also a number
of features that people do not use. Comparing the results of the features of the site with
the opinion of users on overall usefulness shows most users agree that the site is at least
somewhat useful.
Conclusions
All research methods carried out throughout the project produced results that were, for
the most part, consistent with the hypothesis and objectives outlined in the preliminary

stages of the assignment. It has been determined that the user demographics of Facebook
have changed most users now being older than the original teenage target user. We
attribute this shift to the growing number of social networking alternatives and the
features that can be duplicated and bettered on other sites. Facebook is beginning to gain
older and older users as people are using websites as the new normal way to connect.
The results of the data show that satisfaction with Facebook is higher with the older age
groups of Facebook. The satisfaction with the site has decreased, especially with the
younger demographics. The most important features of the site along are offered by
multiple other sites and despite the ability to integrate websites with a Facebook page,
social network users are members of other sites to fulfill those needs.
Recommendations
If this research were to be conducted again an improvement in the number of surveys and
the location to access the surveys should be increased and more diversified. A larger
sample for each of the age groups within the collected data would have allowed for more
accurate answers for said groups instead of having to make certain assumptions that may
not be true. By increasing and diversifying the ways in which people can access the
survey better quality answers may have been easier to gather. If the group had followed
through with handing out physical surveys more judgment could have been made on the
validity of answers, despite the additional work in inputting each of the data numbers
collected.
Another improvement would be in the flow of survey questions. Having a survey with the
optimal question sequence could have ensured more accurate understanding of the
questions and the answers. Emphasis on more overall satisfaction questions also would
have lend itself to easier data analysis versus calculating means and formulating ways to
interpret multiple questions into an overall satisfaction answer.
Limitations
Throughout the research process there were limitations that affected the data obtained.
Reliability of the answers was the largest limitation that the online survey posed to the
data collected. When administering a questionnaire online it is difficult to control the
number of respondents and the quality of their answers. Since many of the applicants
were peers that accessed the survey through social networking, the amount of time put
into thoughtfully answering questions suffered. This was evident in the open-ended
question provided on the survey where a handful of respondents answered with
unrealistic or humorous answers. It was also difficult to get the multiple responses that
were needed, as many people do not want to take the time out to answer a questionnaire.
Judging by the results of survey data, the teenage demographic group and the 30+
demographic group was not as prevalent in gathered responses. This is highly due to the
fact that the majority of the surveys were filled out through Facebook and emails sent to
the class, most of which are peers that are within the same age group. Limitations to the

access of those demographics lead us to make assumptions about the true results we
would have obtained given a more equal number of respondents for each age group.

Appendices
Appendix A :
Focus Group Questions
1. When you access the Internet, what is the first site you visit?
2. When you think about social networking, what is the first website that comes
to mind?
3. When you think about Facebook, what is the first thing that comes to mind?
4. How would you characterize your use of Facebook in terms of frequency of
use?
5. How do you decide when you need to check Facebook?
6. What makes you go back to check Facebook more than once a day?
7. What do you like best about Facebook?
8. What are the biggest problems with Facebook?
9. What causes these problems?
10. What sites comes to mind when you think about the top social networking
sites?
11. How would you describe the impact that having mobile access to Facebook
has had on your everyday life? Work life?
12. What could make Facebook service more enjoyable experience for users?
Appendix 1
Report

Please rate your overall satisfaction level with Facebook.- 

What is your age?

Mean

Std. Deviation

Variance

Minimum

Maximum

13-16

19.0000

.00

19.00

19.00

17-20

66.2105

19

20.05431

402.175

14.00

95.00

21-24

73.1364

44

15.51082

240.586

25.00

100.00

25-29

72.2000

25.42046

646.200

32.00

100.00

30+

44.4000

39.60177

1568.300

.00

91.00

Total

68.6216

74

21.23238

450.814

.00

100.00

Appendix 2
One-Sample Statistics
N
Please rate your overall satisfaction level with

Mean
75

68.9067

Std. Deviation

Std. Error Mean

21.23242

2.45171

Facebook.- 

Appendix 3

Appendix 4

What is your age? * For the following statements, please specify the response that you agree with the most. Please sele
past year, I have been using Facebook less than in prior years
What is your age?
For the following statements, please specify the
response that you agree with the most. Please selec...In the past year, I have been using Facebook less than
in prior years

Mean

Std. Deviation

Variance

Minimum

Strongly Disagree

3.11

.782

.611 17-20

30

Disagree

3.00

15

.756

.571 17-20

30

Somewhat Disagree

3.14

.900

.810 17-20

30

Neither Agree nor Disagree

2.85

13

1.068

1.141 13-16

30

Somewhat Agree

2.92

13

.760

.577 17-20

30

Agree

2.80

10

.632

.400 17-20

25

Strongly Agree

2.94

16

.574

.329 17-20

25

Not Applicable

2.00

0 17-20

17

Total

2.94

84

.766

.587 13-16

30

Appendix 5
Report
What is your age?
How much time do you spend on Facebook per day?

Mean

Std. Deviation

Variance

Minimum

Under 30 minutes

2.92

25

.862

.743 17-20

30

30 minutes to 1 hour

2.88

25

.666

.443 17-20

30

Over 1 hour but under 3 hours

3.00

24

.659

.435 17-20

30

3 to 5 hours

2.86

.378

.143 17-20

21

Over 5 hours

3.20

1.483

2.200 13-16

30

Total

2.94

86

.757

.573 13-16

30

Appendix 6
Correlations
What is your

How much time

How muc

age?

do you spend on

do you sp

Facebook per

social net

day?
Pearson Correlation
What is your age?

Sig. (2-tailed)
N

How much time do you spend on Facebook per day?

day?
**. Correlation is significant at the 0.01 level (2-tailed).

.062
.568

95

86

Pearson Correlation

.062

Sig. (2-tailed)

.568

N
How much time do you spend on social networking per

per d

86

87

Pearson Correlation

.026

.733**

Sig. (2-tailed)

.812

.000

86

87

Appendix 7
Statistics
What social

What social

What social

What social

What social

networking

networking

networking

networking

networking

website(s) are

website(s) are

website(s) are

website(s) are

website(s) are

you currently a

you currently a

you currently a

you currently a

you currently a

member of?

member of?

member of?

member of?

member of?

Check all that

Check all that

Check all that

Check all that

Check all that

apply.-Instagram

apply.-Twitter

apply.-Myspace

apply.-LinkedIn

apply.-Other
(Please Specify)

Valid

42

51

34

14

Missing

54

45

90

62

82

Appendix 8

Appendix 9

Appendix 10
Descriptive Statistics
N
Do you actively use any of

Minimum

Maximum

Mean

Std. Deviation

16

1.00

.000

59

1.00

.000

58

1.00

.000

52

1.00

.000

42

1.00

.000

the following features on

Facebook? Check all that
apply.-Applications
(Including Games)
Do you actively use any of
the following features on
Facebook? Check all that
apply.-Chat
Do you actively use any of
the following features on
Facebook? Check all that
apply.-Photos
Do you actively use any of
the following features on
Facebook? Check all that
apply.-Groups
Do you actively use any of
the following features on
Facebook? Check all that
apply.-Events

Do you actively use any of

59

1.00

.000

30

1.00

.000

66

1.00

.000

21

1.00

.000

the following features on

Facebook? Check all that
apply.-Comments (On
Pictures and Walls)
Do you actively use any of
the following features on
Facebook? Check all that
apply.-Pages (Company and
Celebrity)
Do you actively use any of
the following features on
Facebook? Check all that
apply.-Like Button
Do you actively use any of
the following features on
Facebook? Check all that
apply.-Linking with Other
Websites
Valid N (listwise)

Bibliography
Allen, K. (2013, January 3). The average Facebook user is getting older-and
more masculine. PR Daily News: Public Relations news and marketing
in the age of social media. Retrieved November 29, 2013, from
http://www.prdaily.com/Main/Articles/The_average_Facebook_user_is
_getting_olderand_more_13483.aspx
Olson, P. (2013, November 12). Here's Where Teens Are Going Instead Of
Facebook. Forbes. Retrieved November 29, 2013, from
http://www.forbes.com/sites/parmyolson/2013/11/12/heres-whereteens-are-going-instead-of-facebook/