Business Today

The way we did it

We listened to more people, increased the number of cities covered, asked more questions in this year's B-school survey.

Team BT        Print Edition: October 3, 2010

India's economy is firing on all its cylinders again, and qualified hands are needed in the boiler room. Recruiters are back in droves on business school campuses to pick graduates by the hundreds, if not the thousands. Still, the mood is wary among students and mid-career managers weighing an executive diploma programme to boost their marketability.

There is good reason for the caution. Last year's graduating class across the country, except perhaps from the storied Indian Institutes of Management, was badly mauled in the job market. Most newly-minted managers had to settle for salary packages much worse than they had dreamed of.

The question uppermost in the minds of those aspiring to be part of India's MBA Class of 2013, in other words those taking the Common Aptitude Test or other entrance examinations to B-schools later this year, is whether an MBA is worth the few lakhs of rupees it costs and the two years it takes.

New Dimensions
BT-Nielsen expands scale and scope in its eighth edition

BIGGER SAMPLE SIZE: Polled 1,449 stakeholders. Last year, the survey had 596 respondents

WIDER FOOTPRINT: Added Chandigarh, taking the number of cities covered to 13. The dozen scoped last year were: New Delhi, Mumbai, Chennai, Kolkata, Lucknow, rest of the National Capital Region (Noida, Gurgaon and Ghaziabad), Ahmedabad, Pune, Indore, Bangalore, Hyderabad and Coimbatore

NEW STAKEHOLDER CATEGORY: Included trainers from MBA coaching institutes - among the biggest influencers - for the first time

FIRST-TIME QUALITATIVE TAKE: Deployed a Nielsen online tool 'BuzzMetrics' to capture what MBA stakeholders are discussing online (See Business of Chatter). This does not influence the survey findings but does tell you which schools are in the buzz

What does Business Today's annual business school survey, the most-read in the country, look to do in this situation? Simply put, we decided to make our gold-standard survey even more rigorous, robust, and indispensable by dramatically expanding its scale and scope. Business Today and Nielsen surveyed 1,449 people (nearly two and a half times the sample size last year), added a new category of respondents, broadened the geographical spread of the face-to-face research, and covered more B-schools - 50 compared with 30 last year - to bring you richer findings backed by deeper data.

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