IIPM, GURGAON
Let’s say you are asked by a “famed” research agency to rank 1,250 soap brands, rating each on 27 cumbersome parameters... and let’s just assume you’ve not ever used even one of them, or at best maybe just one!!! How logical do you think such a survey could be? Harebrained is how we described it. ACNielsen calls it “India’s Best B-Schools Survey,” supposedly based on inputs from respondents across India – with no guarantee that the respondents were associated with even one b-school – who were used to shortlist the top 30 from 1,250 odd b-schools, after rating them on 27 parameters! How’s that for being preposterous? Like we mentioned, ACNielsen – akin to Lord Nelson – has become a master of tying itself up in knots. They call it a “Perception Survey,” which is purportedly “completely market focused” in an attempt to figure out “how loyal the ‘consumers’ of a b-school are!” So what if these professed ‘consumers’ may not have had even one direct experience with any b-school!
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Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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