THE SURVEY UNIVERSE
Total Sample Achieved
Regular readers of the Business
Today-ACnielsen Best B-schools in India survey would know that
the magazine has been ranking B-schools in India for eight years
now. Like the previous two years (2003 and 2004), this year's
survey has been conducted in partnership with ACnielsen ORG-MARG,
using their proprietary Winning Brands model. The survey was conducted
in two phases. In the first phase, we shortlisted the 30 B-schools
that were to be ranked. How did we do that? By asking respondents-at
this stage, there were just two categories: MBA wannabes and hr
heads (recruiters)-to name the B-schools they would consider applying
to (in the case of aspirants) or recruiting from (recruiters).
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.
MBA aspirants: Students planning to take the cat (Common
Admission Test) and other MBA entrance tests. A mix of students
with graduate or post-graduate degree in a professional or general
course was ensured.
HR heads of organisations: Human resource managers of
organisations that have been recruiting from B-schools for the
past three years at least (a mix of managers from companies with
revenues less than Rs 500 crore and more than Rs 500 crore was
ensured). The survey, both in phases one and two, was carried
out across Ahmedabad, Bangalore, Chennai, Delhi, Hyderabad, Kolkata,
Lucknow and Mumbai. A total of 449 respondents were interviewed.
All the respondents were interviewed face-to-face.
The objective of the second phase of the survey was to rank the
30 shortlisted B-schools, using ACnielsen's brand equity measurement
tool, the Winning Brands model. At this stage, the universe of
respondents was increased to include three more categories: Current
MBAs, Young Executives and Functional Heads.
Associations for each school were obtained on various parameters.
These attributes were further classified into eight factors (See
Classification of Attributes). The Winning Brands 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 of the 30 B-schools. The BEIs were,
then, used to rank the B-schools.
In a competitive market, "winning brands" have a BEI
of between 3 and 4. Monopoly brands (that is, the cream of the
crop) have BEI scores between 4 and 6 or higher. Excellent or
distinct brands have scores between 2 and 3. Those schools that
score below 2 have a lot of catching up to do.