Marketing Survey on Mobile Digital Television in Handheld Devices

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Wangsadinata, Alex and Simanjuntak, Evi Rinawati and Elvianto, Fardy and Darmawan, Jessica (2007) Marketing Survey on Mobile Digital Television in Handheld Devices. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Submitted)

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Abstract

Inline with goverment recommendation to migrate analogue broadcasting system to digital broadcasting system, P.T. Digital Mobile Network was established on August 6. 2007. P.T. Digital Mobile Network focuses on digital broadcasting for mobile devices. such as handheld devices, automobile receivers and notebook receivers. The services will be launched early next year, therefore it is important to understand the response of the market to Mobile Digital TV (MDTV). The objective of this project is to explore the response of the public towards MDTV through market research. This market research was first focused on the behavior of respondents towards handheld devices, including its purchasing decisions, monthly spending and payment methods for the expenses. Secondly, this exploration explored the enthusiasm of respondents regarding Mobile Digital TV in handheld devices, including their willingness to purchase new handheld devices that support this service, willingness to subscribe for non-free programs, expected programs, daily usage, terms of payment and expected subscription fees. In addition to that, this research also explored the enthusiasm of respondents toward MDTV in automobile and notebook. This is a descriptive summary that focuses on field surveys. There are two main methodologies that are used in this resume; quantitative method by distributing questionnaires and qualitative methods by conducting Focus Group Discussion (FGD). Questionnaire was used to collect immediate responses from respondents, whereas FGD was used to get deeper understanding and insight that might not be captured using close-ended questionnaire. The sample size for this survey is 960 respondents for questionnaires, and 36 participants for FGD. The targeted respondents are people who are aware of handheld devices, live in JABODETABEK area with middle-up social economy status.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Library > GFP (Group Field Project)
Depositing User: Putri Lumithasari
Date Deposited: 17 Jan 2020 02:30
Last Modified: 17 Jan 2020 02:30
URI: http://repository.ipmi.ac.id/id/eprint/324

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