The objective of India Today Group’s Sex Survey 2016 was to understand the attitude, behaviour and lifestyle of the country's urban population under three key attributes—love, lust and longing. The survey was conducted by Marketing & Development Research Associates (MDRA). A total of 4,042 people, including students, homemakers, businesspersons and professionals aged between 20 and 69 were interviewed across 17 cities in India—Hyderabad, Jaipur, Mumbai, Gurgaon, Noida, Delhi, Kolkata, Chennai, Chandigarh, Lucknow, Ranchi, Bangalore, Cochin, Pune, Ahmedabad, Patna, Bhubaneswar, Indore and Guwahati.
The break-up based on marital status of respondents:
To maintain stringent surveying procedures, MDRA used its unique sampling design for this study based on the 3 ‘S’—size of the sample, spread of the sample and selection of respondents.
The respondents were selected randomly to prevent any bias. A…