Faculty of Economics & Business Universitas Gadjah Mada Course Marketing Management Course Docent Dr.

Sahid Nugroho, MSc Simulation Case 1 Segmentation Analysis Duration 150 minutes

SURVEY PURPOSE Suppose you will develop an Indonesian online social media (OSM). You think that Indonesian people still need a local OSM despite the popularity of global brands such as Facebook, Twitter and Google+. You plan to facilitate all common social media relational tools such as discussion, message, mail, chatting, teleconference, and media sharing. For the starting point, you need to survey your potential market to understand what their real needs and wants.

APPENDIX: QUESTIONNAIRE 2013

Please note, you can only choose one answer for each question except for question number 23 and 24. When I subscribe for an online social network, I will consider carefully the intended websites attributes with degree of importance as follows:
No Factors 1. User friendly or easy to navigate. 2. It has my native language option beside english. 3. The template or display can be customized. 4. Friend search facility 5. Speed of data download 6. Protection of personal data privacy 7. Protection from unintended advertisement 8. Chatting facility Not Very Important (1) Not Important (2) Neutral (3) Important (4) Very Important (5)

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Dr. Sahid S. Nugroho, M.Sc. : MM2013/ SC2 / OSM Market Segmentation 2013

9. E-Mail facility 10 Wall-to-wall message facility 11 Survey (Data Pooling) Facility 12 Group facility 13 Account Activity Report Facility 14 Event invitation facility 15 Video sharing facility 16 Photo sharing facility 17 Note or story facility 18 Games Application 19 Quiz Application 20 Websites popularity among local people 21 Websites popularity among my friends

22. Have you registered yourself as the member of any online social network? Yes No 23. In which online social networks are you registered now? (you can choose more than one answer) Facebook Google + Hi5 Kaskus Linkedin My Space Tagged Twitter You Tube Other 24. For what purposes do you register to your online social network? (you can choose more than one answer) Alumni (Classmate) Reunion Business (Public Relation Fan Page) Business (Advertising) Dating Family Reunion Friendship Politics (Public Relation) 2

Dr. Sahid S. Nugroho, M.Sc. : MM2013/ SC2 / OSM Market Segmentation 2013

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Other 25. How many times do you visit your online social network per week in average: 1-2 times per weeks 3-4 times per weeks 5-6 times per weeks Everyday 26. How many hours do you spent to access your online social network account per day in average: a. Less than 1 hour b. 1-2 hours c. 3-4 hours d. 5-6 hours e. More than 6 hours 27. What the most feature do you use intensively? Status update Wall-to-wall message Chatting Mail message Photo sharing (uploading and tagging) Video sharing (uploading and tagging) Group discussion Games application Other

28. Where is your most favourite place to access your online social network account; Anywhere Caf Home (Private Room) Mall Office School Internet kiosk (Indonesia context: Warung Internet) Other 29. What personal device mostly do you use to access your online social network account; Cellular Phone Desktop Laptop PDA Tablet Others 30. Who can become your friends in your oline social network account: Anyone
Dr. Sahid S. Nugroho, M.Sc. : MM2013/ SC2 / OSM Market Segmentation 2013 Page

Only person to whom you are familiar with (best friend) Only person to whom you know before (real friend) Friends of my friend Others 31. When you accept a friend request from someone that you do not now before. Your approval will be based mainly on: The profil picture shows a good looking person. The similarity of the hobby or interest. The similarity of the school. The similarity of the occupation. The similarity of the place of origin. Suggested by your friend. The number of mutual friends. Others Respondent Profile: 32. Name : Sandro

33. Place of Origin in term of province: DIY Central Java Eastern Java Western Java Banten DKI Jakarta Out of Java Island Out of Indonesia (Abroad) 34. Sex: Male Female 35. Age : 16-20 years old 21-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 above 65 years old
Dr. Sahid S. Nugroho, M.Sc. : MM2013/ SC2 / OSM Market Segmentation 2013 Page

36. Ooccupation High School Student University Student Blue Collar (Operational) Worker White Collar (Managerial) Worker Entrepreneur Professional (Free Lance) House Wife Other 37. Respondent Contact Adress or Mobile Phone number. 39 Selly Hill Road, Birmingham