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| Faces-behind the survey: (From L to R)
ACnielsen ORG-MARG's Vidya Sen, Seetha Sethuraman, Vaishali
Mahadik, and Pattabhi Raman |
Phase I
Arriving at the list of top 30 schools to be ranked: The
first phase of the research focused on short-listing the top 30
B-schools that were to be ranked using the ACNielsen Winning Brands
model in the second phase of the research. Respondents were asked
for the list of B-schools that they would consider applying to (for
aspirants) or recruiting from (for employers).
The top 30 schools that were considered by MBA aspirants and HR
managers were taken forward to the second phase.
A sub-objective of the first phase was also to understand the
parameters that a student considers important for including a B-school
in his or her consideration set. These parameters were further built
into the second phase to understand the drivers of consideration
and perception for each B-school on each of these parameters.
Target audience
- MBA aspirants: Students planning to take the cat and other
MBA entrance tests (a mix of general graduates and those with
professional qualification was ensured).
- HR heads of organisations: Human resources managers of organisations
that have been recruiting from B-schools for the past three years
at least (a mix of managers from companies with turnovers less
than Rs 500 crore and more than Rs 500 crore was ensured)
- The centres where the survey was carried out were Delhi, Kolkata,
Chennai, Mumbai, Lucknow, Hyderabad, Ahmedabad, and Bangalore.
The sample size was 400.
Phase II
Ranking of the B-schools using 'ACNielsen Winning Brands',
ACNielsen ORG-MARG's proprietary brand equity measurement tool:
The short-listed 30 B-schools were put through the 'Winning
BrandsTM' brand equity measurement model. The 'Winning BrandsTM',
brand equity measurement model is focussed on understanding the
key drivers (perceptions regarding the tangible and the intangible
aspects) of decision-making used by the target audience.
Taking into consideration parameters such as favourite school,
recommended school, and the price premium commanded by a brand,
the model calculates the Brand Equity Index (BEI) for each school.
These BEI scores were used to rank the schools.
Target audience
- Aspiring MBAs: Students planning to take the cat and other
MBA entrance tests (a mix of general graduates and those with
professional qualification was ensured).
- Young executives with three-to-five years experience
- The centres where the survey was carried out were Delhi, Kolkata,
Chennai, Mumbai, Lucknow, Hyderabad, Ahmedabad, and Bangalore.
The sample size was 444. The break-up of the survey sample was
as follows. MBA aspirants (96), current MBAs (96), young executives
(84), functional heads (84), HR heads (84).
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