WHAT'S WRONG WITH MBA RANKING SURVEYS?

The ranking of business schools has been a controversial subject for a number of years. It is only recently, however, that they have become popular and generally accepted. The Carter Report, the Ladd & Lipset Survey, and the survey of now defunct MBA Magazine all appeared in 1977. Carter used a measurement of the frequency with which the faculty published in academic journals as his basis to rank the schools, Ladd & Lipset questioned business school faculty about which schools they thought were best, and MBA Magazine had the deans of the business schools vote on the best programmes. Although those who were knowledgeable about business schools at the time were skeptical of the procedure, the results were not generally available to the public and, therefore, made little difference to the schools. In recent years, however, ranking of all colleges has become popular with the press, and has been highly publicised. As a matter of fact, one of the principal reasons for the rankings has been the ability of the articles to boost the circulation of the magazines.