Higher education user's awareness of google: Searching for structure

The aim of this paper is to divide the observed samples, through a series of binary splits, into mutually exclusive series of subgroups. A binary segmentation procedure named as Search (Morgan & Messenger 1973, Sonquist et al 1974)^1,2 has been applied to develop a predictive model for the dependent variable(s). At each step this split into two new subgroups accounts for more of the variance or the distribution than a split into any other pair of subgroups. Users from various disciplines and their awareness levels of Google have been taken to trace the best splits. An attempt has been made to build a Hierarchical Tree Diagram for the observed sample.