Survey on Impact of use of Digital Media on Voting...

Report on findings of

Survey on Impact of use of Digital Media on

Voting Behavior Among First Time Voters

Submitted to

Submitted on

24th October, 2013

Submitted by

Marketing & Development Research Associates 34-B, Community Centre, Saket, New Delhi-110 017

Phone: +91-11-26522255, 26522244, 26856429 Fax: 26968282 Email: [email protected]; Web: www.mdraonline.com

CONTENT

Page No. 1.1 Overall survey findings ..............................................................................................................................1

2.1 Opinion about mostly using digital/social media for...................................................................................4

2.2 Decision influenced by digital marketing/communication ..........................................................................5

2.3 Mostly used digital media for tracking political developments in India.......................................................6

2.4 Opinions about following digital campaigns of political parties ..................................................................7

2.5 Opinion about political party digital strategy would focus..........................................................................8

2.6 Mostly visible political party in digital/social media ...................................................................................9

2.7 Political parties digitally interactive .........................................................................................................10

2.8 Opinion about digital platform for political communication .....................................................................11

2.9 Opinion about posting/commenting to political leader on any digital platform ........................................12

2.10 Opinion about getting response on posted question to political leader on any digital platform ................13

2.11 Opinion about following political leaders on social media........................................................................14

2.12 Opinion about following number of political leaders on social media.......................................................15

3.1 City wise sample size achieved ................................................................................................................16

3.2 Gender wise sample size achieved...........................................................................................................17

3.3 Caste wise sample size achieved..............................................................................................................17

3.4 Occupation wise sample size achieved.....................................................................................................18

3.5 Education wise sample size achieved.......................................................................................................18

Survey on Impact of use of Digital Media on Voting Behavior

Marketing & Development Research Associates 24th October, 2013 1

CHAPTER 1

OVERALL SURVEY FINDINGS This chapter details out findings of the survey on an overall basis, i.e. on the basis of entire sample

achieved (1010), cutting across cities, demographic profile, etc.

1.1 Overall survey findings

B1. What do you primarily use digital, including social media, for?

S. No Purpose Rank 1 Entertainment 1 2 Networking 2 3 News and analysis 3 4 Exchange of views 4 5 Follow political developments 5 6 Interact with lawmakers/political leaders 6

B2. Are any of your decisions influenced by digital marketing/communication?

S. No Response % 1 Yes, I tend to take reviews and opinions expressed online seriously 46.3 2 No, I base my decisions on my research/opinion 53.7

B3. What digital media do you use to keep track of political developments in India?

S. No Factor Rank 1 Online news content 2 2 Blogs 3 3 Facebook 1 4 Twitter 4 5 Emails 5 6 Other 6

[Others include SMS]

B4. Are you following digital campaigns of political parties?

S. No Response % 1 Yes, regularly 24.9 2 Sometimes 69.6 3 Not at all 5.5

B5. What would you like political parties’ digital strategy to focus on?

S. No Response % 1 National issues 35.6 2 Local issues 48.3 3 Candidates’ quality 16.0



B6. Which party, according to you, is most visible digitally?

S. No Response % 1 Congress 22.7 2 BJP 64.2 3 AAP 4.0 4 Others 9.2 5 BSP 0.0 6 CPI 0.2 7 CPI (M) 0.3 8 TMC 2.7 9 Others 5.4

B7. Which parties do you find digitally interactive? [MULTIPLE RESPONSE POSSIBLE]

S. No Response % 1 Congress 74.0 2 BJP 89.6 3 AAP 21.6 4 SP 5.2 5 BSP 2.3 6 CPI 4.5 7 CPI (M) 4.6 8 TMC 7.7 9 Others 9.7

B8. Which digital platform do you find the easiest for political communication?

S. No Response % 1 SMS 19.4 2 Facebook 66.5 3 Twitter 3.4 4 Blogs 4.2 5 Email 4.6 6 Recorded phone calls 2.0

B9. Have you ever posted a question or a comment to a political leader on Facebook or twitter or any other digital

platform?

S. No Response % 1 Yes 58.8 2 No 41.2

B9a. If Yes, did you get a response? [ASKED ONLY AMONG THOSE WHO RESPONDED “YES” TO PREVIOUS QUESTION.]




B10. Are you following political leaders on social media?


B10a. If Yes, how many? [ASKED ONLY AMONG THOSE WHO RESPONDED “YES” TO PREVIOUS QUESTION.]

S. No Response Mean 1 Average following political leaders 2.40



CHAPTER 2

DDEETTAAIILLEEDD FFIINNDDIINNGGSS

2.1 Opinion about mostly using digital/social media for

Table 2.1: Opinion about mostly using digital/social media for

B1. What do you primarily use digital, including social media, for? [PLEASE RANK YOUR PURPOSE IN THAT ORDER. ASSIGN RANK “1” TO THE PURPOSE FOR WHICH YOU USE DIGITAL MEDIUM THE MOST, RANK “2” TO THE NEXT AND SO ON.]

Ranking

S. N.

City

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Exch

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ract

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aker

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litic

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lead

ers

All respondents 1 2 3 4 5 6 Male 1 2 3 4 5 6

Gender Female 1 2 3 4 5 6 General 1 2 3 4 5 6 OBC 1 2 3 4 5 6 SC 1 1 3 4 5 6

Caste

ST 1 2 3 4 5 6 Housewife 1 2 3 4 5 6 Employee – Govt. 2 2 1 4 5 6 Employee – Pvt. Sector 1 2 3 4 5 6 Business/Self Employee/Professional 1 2 3 4 5 6 Student 1 2 3 4 5 6

Respondent’s Occupation

Unemployed 1 2 3 4 6 5 Below HSC/SSC 2 1 2 4 5 6 HSC/SSC 1 2 3 4 5 6 Graduate/PG – General 1 2 3 4 5 6

Respondent’s Education

Graduate/PG – Professional 1 2 3 5 6 4 Delhi 3 2 1 4 5 6 Jaipur 1 2 3 4 5 6 Lucknow 4 1 2 3 5 6 Mumbai 1 2 3 4 5 6 Bhopal 1 2 3 6 5 4 Ahmedabad 3 1 2 4 5 6 Kolkata 2 1 4 3 5 6 Bhubaneshwar 1 3 2 4 5 6 Patna 1 2 3 4 5 6 Bangalore 1 2 3 4 5 6 Chennai 1 2 3 6 5 4

City

Hyderabad 1 2 3 4 6 5



2.2 Decision influenced by digital marketing/communication

Table 2.2: Decision influenced by digital marketing/communication

(All figures in percent)

B2. Are any of your decisions influenced by digital marketing/communication?

Response Percent

Respondent Category Yes, I tend to take reviews and opinions expressed

online seriously

No, I base my decisions on my research/opinion

All respondents 46.3 53.7 Male 47.0 53.0

Gender Female 45.7 54.3 General 46.5 53.5 OBC 46.0 54.0 SC 50.0 50.0 ST 60.0 40.0

Caste

Other 7.7 92.3 Housewife 28.0 72.0 Employee – Govt. 0.0 100.0 Employee – Pvt. Sector 57.5 42.5 Business/Self Employee/Professional 16.7 83.3 Student 47.9 52.1 Unemployed 22.7 77.3


Other 0.0 0.0 Below HSC/SSC 21.4 78.6 HSC/SSC 46.3 53.7 Graduate/PG – General 43.1 56.9


Graduate/PG – Professional 63.2 36.8 Delhi 48.9 51.1 Jaipur 58.3 41.7 Lucknow 85.0 15.0 Mumbai 42.9 57.1 Bhopal 78.8 21.3 Ahmedabad 22.5 77.5 Kolkata 45.6 54.4 Bhubaneshwar 23.8 76.3 Patna 20.7 79.3 Bangalore 65.6 34.4 Chennai 8.8 91.3

City

Hyderabad 53.0 47.0



2.3 Mostly used digital media for tracking political developments in India

Table 2.3: Mostly used digital media for tracking political developments in India

B3. What digital media do you use to keep track of political developments in India? [PLEASE RANK YOUR MEDIUM OF PREFERENCE IN THAT ORDER. ASSIGN RANK “1” TO THE MEDIUM WHICH YOU USE THE MOST, RANK “2” TO THE NEXT AND SO ON.]

Ranking S. N.

City Online news content Blogs Facebook Twitter Emails Other

All respondents 2 3 1 4 5 6 Male 2 3 1 4 5 6

Gender Female 2 3 1 4 5 6 General 2 3 1 4 5 6 OBC 2 3 1 4 5 6 SC 2 4 1 5 3 6 ST 3 2 1 5 4 6

Caste

Other 1 4 2 5 2 6 Housewife 4 5 1 2 3 6 Employee – Govt. 5 1 4 2 3 6 Employee – Pvt. Sector 2 4 1 5 3 6 Business/Self Employee/Professional

2 4 1 3 5 6 Student 2 3 1 4 5 6


Unemployed 1 3 2 5 4 6 Below HSC/SSC 4 3 1 2 5 6 HSC/SSC 3 2 1 4 5 6 Graduate/PG – General 2 3 1 4 5 6


Graduate/PG – Professional 2 3 1 4 5 6

Delhi 4 2 1 3 5 6 Jaipur 2 3 1 5 4 6 Lucknow 4 3 1 2 5 6 Mumbai 3 2 1 4 5 6 Bhopal 2 3 1 4 5 6 Ahmedabad 4 2 1 3 5 6 Kolkata 2 4 1 5 3 6 Bhubaneshwar 2 4 1 5 3 6 Patna 4 5 1 3 2 6 Bangalore 4 2 1 3 5 6 Chennai 3 4 1 5 2 6

City

Hyderabad 2 5 1 4 3 6



2.4 Opinions about following digital campaigns of political parties

Table 2.4: Opinions about following digital campaigns of political parties (All figures in percent)

B4. Are you following digital campaigns of political parties?

Response Percent Respondent Category

Yes, regularly Sometimes Not at all

All respondents 24.9 69.6 5.5 Male 31.3 65.3 3.4

Gender Female 18.4 73.9 7.7 General 21.0 73.1 5.9 OBC 31.4 64.4 4.2 SC 28.0 63.4 8.5 ST 33.3 66.7 0.0

Caste

Other 53.8 46.2 0.0 Housewife 12.0 64.0 24.0 Employee – Govt. 0.0 66.7 33.3 Employee – Pvt. Sector 20.0 72.5 7.5 Business/Self Employee/Professional 100.0 0.0 0.0 Student 25.0 70.1 4.9 Unemployed 25.0 70.5 4.5


Other 0.0 0.0 0.0 Below HSC/SSC 42.9 42.9 14.3 HSC/SSC 19.5 71.5 8.9 Graduate/PG – General 24.3 72.5 3.1


Graduate/PG – Professional 41.9 53.8 4.3 Delhi 2.2 88.9 8.9 Jaipur 38.1 60.7 1.2 Lucknow 16.3 83.8 0.0 Mumbai 12.1 87.9 0.0 Bhopal 51.3 48.8 0.0 Ahmedabad 5.0 87.5 7.5 Kolkata 17.8 53.3 28.9 Bhubaneshwar 16.3 78.8 5.0 Patna 34.1 61.0 4.9 Bangalore 22.2 76.7 1.1 Chennai 33.8 58.8 7.5

City

Hyderabad 53.0 47.0 0.0



2.5 Opinion about political party digital strategy would focus

Table 2.5: Opinion about political party digital strategy would focus


B5. What would you like political parties’ digital strategy to focus on?


National issues Local issues Candidates’ quality

All respondents 35.6 48.3 16.0 Male 44.2 43.5 12.3

Gender Female 27.1 53.2 19.8 General 36.0 49.3 14.7 OBC 37.2 46.7 16.1 SC 28.0 42.7 29.3 ST 33.3 60.0 6.7

Caste

Other 38.5 53.8 7.7 Housewife 40.0 40.0 20.0 Employee – Govt. 66.7 33.3 0.0 Employee – Pvt. Sector 17.5 57.5 25.0 Business/Self Employee/Professional 66.7 33.3 0.0 Student 37.2 47.5 15.2


Unemployed 11.4 63.6 25.0 Below HSC/SSC 57.1 21.4 21.4 HSC/SSC 38.5 43.6 17.9 Graduate/PG – General 31.6 53.3 15.1


Graduate/PG – Professional 41.9 44.4 13.7 Delhi 27.8 60.0 12.2 Jaipur 28.6 60.7 10.7 Lucknow 31.3 13.8 55.0 Mumbai 33.0 56.0 11.0 Bhopal 58.8 38.8 2.5 Ahmedabad 15.0 80.0 5.0 Kolkata 52.2 30.0 17.8 Bhubaneshwar 13.8 70.0 16.3 Patna 62.2 18.3 19.5 Bangalore 22.2 45.6 32.2 Chennai 40.0 50.0 10.0

City

Hyderabad 43.4 56.6 0.0



2.6 Mostly visible political party in digital/social media

Table 2.6: Mostly visible political party in digital/social media


B6. Which party, according to you, is most visible digitally?


Congress BJP AAP SP BSP CPI CPI (M) TMC Others

All respondents 22.7 64.2 4.0 0.6 0.0 0.2 0.3 2.7 5.4 Male 20.2 66.7 4.4 0.2 0.0 0.4 0.4 1.6 6.2

Gender Female 25.1 61.7 3.6 1.0 0.0 0.0 0.2 3.8 4.7 General 20.8 63.2 4.1 0.9 0.0 0.0 0.2 3.8 7.0 OBC 22.2 68.6 5.4 0.0 0.0 0.8 0.4 0.8 1.9 SC 36.6 57.3 0.0 0.0 0.0 0.0 1.2 1.2 3.7 ST 13.3 73.3 0.0 0.0 0.0 0.0 0.0 0.0 13.3

Caste

Other 46.2 53.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Housewife 64.0 32.0 0.0 0.0 0.0 0.0 4.0 0.0 0.0 Employee – Govt. 33.3 66.7 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Employee – Pvt. Sector 27.5 60.0 0.0 2.5 0.0 0.0 0.0 0.0 10.0 Business/Self Employee/Professional 16.7 50.0 0.0 16.7 0.0 0.0 0.0 0.0 16.7 Student 21.9 65.1 3.6 0.4 0.0 0.1 0.2 3.0 5.6


Unemployed 11.4 68.2 18.2 0.0 0.0 2.3 0.0 0.0 0.0 Below HSC/SSC 35.7 64.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 HSC/SSC 26.3 52.0 4.9 0.8 0.0 0.0 0.5 5.7 9.8 Graduate/PG – General 20.2 71.2 3.7 0.6 0.0 0.4 0.2 1.0 2.7


Graduate/PG – Professional 20.5 71.8 2.6 0.0 0.0 0.0 0.0 0.9 4.3 Delhi 24.4 65.6 8.9 0.0 0.0 0.0 0.0 1.1 0.0 Jaipur 22.6 75.0 2.4 0.0 0.0 0.0 0.0 0.0 0.0 Lucknow 10.0 83.8 0.0 6.3 0.0 0.0 0.0 0.0 0.0 Mumbai 18.7 74.7 1.1 0.0 0.0 0.0 0.0 0.0 5.5 Bhopal 13.8 86.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Ahmedabad 6.3 93.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Kolkata 22.2 42.2 5.6 0.0 0.0 0.0 1.1 28.9 0.0 Bhubaneshwar 8.8 62.5 25.0 0.0 0.0 2.5 0.0 0.0 1.3 Patna 36.6 58.5 3.7 1.2 0.0 0.0 0.0 0.0 0.0 Bangalore 41.1 57.8 1.1 0.0 0.0 0.0 0.0 0.0 0.0 Chennai 47.5 50.0 0.0 0.0 0.0 0.0 2.5 0.0 0.0

City

Hyderabad 18.1 22.9 0.0 0.0 0.0 0.0 0.0 0.0 59.0



2.7 Political parties digitally interactive

Table 2.7: Political parties digitally interactive


B7. Which parties do you find digitally interactive? [MULTIPLE RESPONSE POSSIBLE]


Congress BJP AAP SP BSP CPI CPI (M) TMC Other

All respondents 74.0 89.6 21.6 5.2 2.3 4.5 4.6 7.7 9.7

Male 73.0 92.3 25.6 8.5 2.4 7.3 6.9 7.9 10.3 Gender

Female 74.9 87.0 17.6 2.0 2.2 1.6 2.2 7.5 9.1 General 72.6 88.9 22.1 4.9 3.1 3.3 3.0 8.9 12.4 OBC 78.2 92.0 26.4 6.9 1.1 7.3 6.9 6.1 4.6 SC 70.7 87.8 6.1 4.9 0.0 6.1 8.5 6.1 6.1 ST 73.3 86.7 13.3 0.0 0.0 0.0 0.0 0.0 13.3

Caste

Other 76.9 92.3 7.7 0.0 0.0 0.0 15.4 0.0 0.0 Housewife 84.0 92.0 0.0 0.0 0.0 4.0 12.0 0.0 0.0 Employee – Govt. 100.0 100.0 0.0 0.0 0.0 0.0 33.3 0.0 0.0 Employee – Pvt. Sector 75.0 85.0 15.0 2.5 7.5 0.0 2.5 5.0 25.0 Business/Self Employee/Professional 50.0 83.3 0.0 16.7 16.7 0.0 0.0 0.0 16.7 Student 74.3 89.5 21.0 5.7 2.0 4.6 4.3 8.5 9.6


Unemployed 61.4 95.5 56.8 0.0 2.3 6.8 6.8 0.0 2.3 Below HSC/SSC 71.4 92.9 28.6 0.0 0.0 0.0 0.0 0.0 0.0 HSC/SSC 71.3 88.1 26.3 6.0 2.7 3.0 3.3 10.0 15.2 Graduate/PG – General 74.3 91.0 19.0 3.7 2.2 3.9 4.1 5.1 6.7


Graduate/PG – Professional 81.2 88.0 17.1 10.3 1.7 12.0 11.1 12.8 6.8

Delhi 70.0 90.0 67.8 1.1 6.7 1.1 0.0 0.0 0.0 Jaipur 70.2 98.8 3.6 0.0 0.0 0.0 1.2 0.0 0.0 Lucknow 23.8 82.5 0.0 6.3 21.3 0.0 0.0 0.0 0.0 Mumbai 91.2 100.0 24.2 6.6 0.0 5.5 0.0 12.1 14.3 Bhopal 97.5 100.0 30.0 31.3 0.0 31.3 28.8 31.3 1.3 Ahmedabad 66.3 100.0 2.5 5.0 0.0 3.8 0.0 0.0 0.0 Kolkata 43.3 65.6 17.8 3.3 0.0 1.1 10.0 46.7 0.0 Bhubaneshwar 68.8 92.5 88.8 2.5 0.0 7.5 5.0 0.0 1.3 Patna 73.2 86.6 22.0 8.5 0.0 2.4 0.0 0.0 0.0 Bangalore 94.4 88.9 1.1 0.0 0.0 0.0 0.0 0.0 0.0 Chennai 87.5 92.5 0.0 0.0 0.0 2.5 11.3 0.0 0.0

City

Hyderabad 100.0 79.5 0.0 0.0 0.0 0.0 0.0 0.0 100.0



2.8 Opinion about digital platform for political communication

Table 2.8: Opinion about digital platform for political communication


B8. Which digital platform do you find the easiest for political communication?


SMS Facebook Twitter Blogs Email Recorded phone calls

All respondents 19.4 66.5 3.4 4.2 4.6 2.0 Male 15.1 70.4 4.0 4.2 4.6 1.8

Gender Female 23.7 62.6 2.8 4.2 4.5 2.2 General 17.8 70.0 3.6 2.8 4.5 1.3 OBC 18.0 63.2 3.4 8.0 5.4 1.9 SC 31.7 52.4 1.2 3.7 3.7 7.3 ST 33.3 60.0 6.7 0.0 0.0 0.0

Caste

Other 30.8 61.5 0.0 0.0 0.0 7.7 Housewife 20.0 56.0 4.0 4.0 4.0 12.0 Employee – Govt. 33.3 0.0 0.0 0.0 0.0 66.7 Employee – Pvt. Sector 42.5 45.0 0.0 2.5 10.0 0.0 Business/Self Employee/Professional 50.0 50.0 0.0 0.0 0.0 0.0 Student 17.6 69.5 3.4 3.8 4.1 1.6


Unemployed 29.5 38.6 6.8 13.6 9.1 2.3 Below HSC/SSC 21.4 71.4 0.0 7.1 0.0 0.0 HSC/SSC 17.9 64.0 4.6 4.9 5.7 3.0 Graduate/PG – General 21.4 67.3 2.2 3.9 3.7 1.6


Graduate/PG – Professional 15.4 70.9 5.1 2.6 5.1 0.9 Delhi 6.7 90.0 2.2 1.1 0.0 0.0 Jaipur 13.1 75.0 7.1 0.0 4.8 0.0 Lucknow 35.0 50.0 5.0 5.0 3.8 1.3

City

Mumbai 1.1 85.7 11.0 2.2 0.0 0.0 Bhopal 10.0 86.3 3.8 0.0 0.0 0.0 Ahmedabad 36.3 52.5 0.0 10.0 1.3 0.0 Kolkata 11.1 65.6 2.2 6.7 12.2 2.2 Bhubaneshwar 28.8 28.8 5.0 25.0 11.3 1.3 Patna 17.1 79.3 2.4 1.2 0.0 0.0 Bangalore 23.3 73.3 1.1 0.0 1.1 1.1 Chennai 32.5 37.5 0.0 0.0 11.3 18.8 Hyderabad 22.9 67.5 0.0 0.0 9.6 0.0



2.9 Opinion about posting/commenting to political leader on any digital platform

Table 2.9: Opinion about posting/commenting to political leader on any digital platform


B9. Have you ever posted a question or a comment to a political leader on Facebook or twitter or any other digital platform?

Response Percent Respondent Category Yes No



Caste

Other 46.2 53.8 Housewife 48.0 52.0 Employee – Govt. 66.7 33.3 Employee – Pvt. Sector 55.0 45.0 Business/Self Employee/Professional 100.0 0.0 Student 60.3 39.7


Unemployed 31.8 68.2 Below HSC/SSC 71.4 28.6 HSC/SSC 61.2 38.8 Graduate/PG – General 54.3 45.7



City

Hyderabad 77.1 22.9



2.10 Opinion about getting response on posted question/commented to political leader on any digital platform

Table 2.10: Opinion about getting response on posted question/commented to political leader on any

digital platform (All figures in percent)

B9a. If Yes, did you get a response?




Caste






City

Hyderabad 87.5 12.5



2.11 Opinion about following political leaders on social media

Table 2.11: Opinion about following political leaders on social media

(All figures in percent) B10. Are you following political leaders on social media?




Caste






City

Hyderabad 77.1 22.9



2.12 Opinion about following number of political leaders on social media

Table 2.12: Opinion about following number of political leaders on social media


B10a. If Yes, how many?

Response Percent Respondent Category Mean

All respondents 2.40 Male 2.10

Gender Female 2.73 General 2.38 OBC 2.33 SC 3.00 ST 2.20

Caste

Other 2.00 Housewife 1.86 Employee – Govt. 2.00 Employee – Pvt. Sector 2.27 Business/Self Employee/Professional 1.80 Student 2.43


Unemployed 2.45 Below HSC/SSC 2.00 HSC/SSC 2.32 Graduate/PG – General 2.34


Graduate/PG – Professional 2.80 Delhi 3.00 Jaipur 1.61 Lucknow 3.30 Mumbai 2.43 Bhopal 3.46 Ahmedabad 1.20 Kolkata 1.56 Bhubaneshwar 1.56 Patna 1.20 Bangalore 1.37 Chennai 1.63

City

Hyderabad 2.59



CHAPTER 3

METHODOLOGY AND SAMPLE SIZE

Marketing and Development Research Associates (MDRA), a premier research organization

with significant expertise and experience in opinion survey conducted the survey in the cities

given below.

3.1 City wise sample size achieved

Table 3.1: City wise total sample size

S. No City Sample Achieved Percent

1 Delhi 90 8.9

2 Jaipur 84 8.3

3 Lucknow 80 7.9

4 Mumbai 91 9.0

5 Bhopal 80 7.9

6 Ahmedabad 80 7.9

7 Kolkatta 90 8.9

8 Bhubneswar 80 7.9

9 Patna 82 8.1

10 Bangalore 90 8.9

11 Chennai 80 7.9

12 Hyderabad 83 8.2

Total 1010 100.0

The broad objective of the survey was to understand the impact of use of digital media on

voting behavior among those who intend to vote during forthcoming Lok Sabha Elections for

the very first time; it was needed to maintain stringent sampling procedures.

Mr. Abhishek Agrawal, Deputy Director, MDRA informed that a specific in-house developed

formula called “3S” has been availed for conducting this survey in view of his years of

experience. The 3 “S” stand for –

- Sample size

- Spread of the sample



- Selection Criteria

This formula has been able to derive optimum results within the short time-span available for

the country-wide survey.

The respondents have been selected randomly to prevent any bias creeping into the samples.

Structured questionnaire was administered to the respondents by experienced and trained

investigators of MDRA, through face-to-face interview. This unique approach has helped in

getting a picture, which is representative of the urban male and female at large. The target

respondents were selected on the basis of two criteria i.e.

- Who have never voted

- Going to caste vote in 2014 Lok Sabha elections for the first time

The respondents were within the age group of 17 to 22 years only. However, the geographical

reach inside a particular city was carefully considered and for this purpose, the city was further

sub-divided into five zones e.g. Central, East, West, North and South. The field survey was

conducted on 22nd and 23rd October 2013 in twelve cities in the country. The sample details of

the respondents approached have been presented below.

3.2 Gender wise sample size achieved

Table 3.2: Gender wise total sample size

S. No Gender Sample Achieved Percent 1 Male 504 49.9 2 Female 506 50.1

Total 1010 100.0

3.3 Caste wise sample size achieved

Table 3.3: Caste wise total sample size

S. No Caste Sample Achieved Percent 1 General 639 63.3

2 OBC 261 25.8

3 SC 82 8.1

4 ST 15 1.5

5 Other/ Not Sure 13 1.3

Total 1010 100.0



3.4 Occupation wise sample size achieved

Table 3.5: Occupation wise total sample size S. No Occupation Sample Achieved Percent

1 Housewife 25 2.5

2 Employee – Govt. 3 0.3

3 Employee – Pvt. Sector 40 4.0

4 Businessman/Self Employee/Professional 6 0.6

5 Students 892 88.3

6 Unemployed 44 4.4

Total 1010 100.0 3.5 Education wise sample size achieved

Table 3.6: Education wise total sample size

S. No Education of Respondents Sample Achieved Percent 1 Below HSC/SSC 14 1.4

2 HSC/SSC 369 36.5

3 Graduate/PG – General 510 50.5

4 Graduate/PG – Professional 117 11.6

Total 1010 100.0

3.6 Statistical Significance

Any major factors that could cause sampling errors have been controlled through appropriate

selection process. The respondents were randomly chosen. This is an adaptation of queuing

theory where randomization is built into the system. Above all, total sample size achieved was

1010 and this number is sufficiently high to ensure that over all sampling error is low.

In view of above, the confidence level is 95% with ± 3.08% error of margin.

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