Segmentacja facebookowiczów - ujęcie ilościowe

The purpose of this study is the statistical analysis of results of the online survey in order to make market segmentation of Facebook users. Non-random sampling methods were used: convenience sampling and snowball sampling method. Because the sample was not representative, it did not give rise to statistical inferences about the population of Facebook users. The survey results were only part of the initial diagnosis, a description of the existing state of affairs. On the basis of selected market segmentation criteria and using the generalized k-means clustering algorithm and the Ward agglomeration method three clusters were formed: “Informed over-cautious persons” (56,31% of the sample), “Committed risktakers” (20,39% of the sample) and “Persistent assertive people” (23,30% of the sample). Segments were profiled on the basis of psychographic and behavioral criteria. The statistical significance of the relationship between clusters of Internet users and individual variables was confirmed by the chi-square test.