THE PROCESS UTILISED BY THE INDIAN COUNCIL FOR MARKET RESEARCH FOR ITS RESEARCH ON “INDIA’S BEST B-SCHOOLS” ON BEHALF OF 4PS BUSINESS & MARKETING MAGAZINE
ICMR conducted the perception survey in two phases:
THE FIRST PHASE: In the first phase of the survey, ICMR generated a list of 700 B-schools across India. The list of B-schools was prepared based on a secondary study conducted by ICMR. The 700 B-schools were divided according to geographical zones, i.e. North, South, East and West. The list was then circulated amongst a select set of 45 B-schools professors (having work/industry experience of at least 5 years) to rate each of the B-school based on “overall perception”, on a scale of 1-4 (1 being the best and 4 being the worst). The overall results were compiled and the overall perception scores were calculated. B-schools were then divided, based on ICMR’s grading system.
The B-schools that scored between 3.51-4.00 onwards were not further covered under the purview of the study and were dropped altogether. Those which scored between 1.00-1.50 were categorised into the A+ & A categories (wherein the top 10 were categorised as grade A+ and those with final rankings ranging between 11-30 were categorised as grade A). Then, these top 30 B-schools were ranked in a detailed fashion, based on 12 parameters in the second phase.
SECOND PHASE: The second phase of the survey involved the list of the top 30 B-schools with Grades A+ & A. Each of the 30 B-schools were further scrutinised based on the following parameters:
• Global Exposure: which included elements like student/faculty exchange programmes, international linkages, et al;
• Fun Factor: which included elements like debates, quizzes and other management based activities, et al;
• Course Contents: which included elements like the number of subjects/papers, regular upgradation of syllabus, et al;
• Faculty: which included elements like student/faculty ratio, total number of permanent/visiting faculty members, faculty members with industry experience et al;
• Infrastructure: which included elements like campus area/location, number of classrooms, library, wi-fi campus, laptop facilities, cafeteria, et al;
• Personality Development: which included elements like overall personality development, role play and presentations, enhancing communication skills, et al;
• Student Profiles/Admissions: including elements like student qualification, background, age distribution, et al;
• Research and Writings: including elements like internal journals published, newsletters/magazines/books published, faculty contribution, et al;
• Industry Interface: including elements like number of Management Development Programmes/ Executive Development Programmes/seminars, joint corporate training workshops, projects undertaken with corporations, et al;
• Placement and Packages: including elements like number of students placed each year, domestic/international placements, maximum salary both domestic and international, number of companies – both domestic and international – visiting the campus, et al;
• Alumni: elements like alumni profile/strength, alumni meets, career path taken by the alumni, alumni network, et al; • Parental Perspective: including parental perspective on respective B-schools.
The respondents for the parameters given above were students, faculty members, parents and corporations, primarily from the HR departments (as they recruit and interact most with B-school graduates). The parameters were divided amongst the respondents on the basis of relevance. However, the ratings for parameter of infrastructure and faculty were collected both from students and faculty members. The sample size of students interviewed pan India, was about 1,200. The students covered under the purview of the study were primarily current management students and management graduates. Faculty members of esteemed organisations such as IIFT (New Delhi), Narsee Monjee Institute of Management Studies (Mumbai), T. John College (Bangalore), IISWBM (Kolkata), MDI (Gurgaon), ICFAI (Hyderabad) and others were interviewed on the parameters of Faculty, Infrastructure, Course Content and Research and Writings. Apart from this, ICMR also conducted interviews with the corporate HR fraternity to gain inputs on the parameters of Industry Interface, Placement & Packages, and Alumni. The industry/HR people covered under the research were from well known organisations in the industries of banking & financial services, retail, IT, consulting and various others.
Each of the above mentioned respondents were asked to rate the top 30 B-schools on the respective parameters on a scale of 1-10 (1 being worst & 10 being best). The final ranking is based on the cumulative mean score on each of the parameters. However, since the parameters of faculty & infrastructure were both rated by students & faculty members, we have shown the cumulative scores. The parameter of parental perspective was rated by parents of students who have pursued or are currently pursuing a management course.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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