“…US News asked top college officials to identify institutions in their Best Colleges ranking category that are making the most innovative improvements in terms of curriculum, faculty, students, campus life, technology or facilities.”
Or could it be the single worst advice we could possibly give a high school student?
Fact 1: College rankings generate revenue for publishers
Media houses know very well that university rankings are of great interest to prospective students and parents. So, newspapers like the Financial Times (FT) feature a weekly special section on education. In addition, the paper publishes numerous rankings throughout the year.
Then there are the various feature reports (see 2015-11-03 FT Special Report on Innovations in Education). Of course, they carry also advertising like the one below from Thunderbird.
Looking at the FT Special Reports Ad rates shows that getting involved with educational institutions pays well for media houses. Universities are forced to get increasingly famous to attract more resources and qualified students. In turn, advertising in special editions about education is a sure way to reach more of your target audience.
Publishing college rankings makes sense from a publisher’s perspective. Advertising brings in the revenue needed (FT Special Reports Ad rates), and people read the stuff because as Langville and Meyer (2012, p. 1) suggest:
In America, especially, we are evaluation-obsessed, which thereby makes us ranking-obsessed given the close relationship between ranking and evaluation.
Fact 2: Schools love to use rankings
Everyone certainly loves rankings when they place in the top 10. And regardless of whether we agree with the findings, if we are the top dog, we let the whole world know about it.
The great thing is such rankings are based on a third party’s opinion, which lends it all credibility when we advertise our achievement. Arizona State University (ASU) continues to tout their top rankings in the US News & World Report list of most innovative schools.
You don’t have to be brilliant or innovative, you just have to convince others that you are. Of course, if you have an external reference point that ranks you highly, such as a well-known publication, so much the better for your recruiters.
Are they useful when choosing a university/college or program of study?
Fact 3: This stuff is less useful than you think
US News & World Report asked deans and presidents to rank their peers. The magazine wants to compare apples with apples. Hence, national schools such as ASU, Stanford and MIT are ranked with their peers.
By the way, did you know that the US News & World Report puts the United States Naval Academy into the category of national liberal arts colleges?
So how does one measure the innovativeness of a university? We are told:
“…2015 survey that received the most nominations by top college officials for being the most innovative institutions. They are ranked in descending order based on the number of nominations they received. A school had to receive seven or more nominations to be listed.”
In plain English, this means you need to get as many high level university administrators as possible to nominate your university for innovation.
Accordingly, if you manage to make everyone perceive you as innovative, you are. That is all there is to it. Isn’t that wonderful?
Of course, we have no idea if whether a product innovation or a process innovation helped you rank highly. In either case, to claim to have made an invention, and thereby become an innovative university, you should answer things like: Why is this curriculum change an invention? They can be evaluated according to:
- novelty (new),
- inventiveness (i.e. must involve a non-obvious inventive step), and
- industrial applicability (can be used).
Of course, in this case we have no clue what makes a curriculum change a simple change and what makes it an invention.
US News & World Report rankings illustrate very well that how you measure things matters little. It just has to come across as making sense because 90 percent of readers do not bother to read about your methods or the fine print.
However, if you invest several years of your life in attending a school, while paying through the nose for tuition, fees and so on, you are well-advised to ensure the ranking makes sense to you.
Of course, even if the measure is bad, this does not necessarily mean ASU and Stanford are bad schools. They’re great, but
the US News & World Report’s attempts to measure innovativeness is a useless vanity exercise, to put it politely.
Fact 4: Using just one ranking is the worst
You basically have to do the homework. The five points spelled out in the table below will help you make better sense out of any ranking.
Please keep in mind – the perfect ranking does not exist. Each one has strengths and weaknesses, but you can only learn what those are by following these steps.
One must balance the resources put in and the outcomes we hope for. This also indicates that we need to look at several rankings to choose the right university.
Who is number 1? Create the best ranking
Of course, in addition to US News & World Report and the Financial Times, others do not want to be left out of this lucrative business. For instance, The Economist (a weekly magazine) also produces a ranking of MBA programs. So does the Wall Street Journal. Of course, even more rankings exist, such as the best 100 Employers to Work For or the Best Consulting Companies (German-language Handelsblatt).
In the case of the Best Consulting Companies, participants are asked three questions about the firm and voilà, we have the 2015 rankings. This may indicate more about how much you advertise (helps increase brand recognition) than how satisfied your clients are with your work.
These examples illustrate, everybody and anybody can create a college ranking. However, to avoid becoming a laughingstock, I urge you to follow the nine steps outlined below.
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How exact and thorough we are when addressing each step will, in turn, affect the overall quality of our rankings.
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What is your take?
– What’s your favorite ranking (e.g., sports) AND why do you like it?
– Which university ranking did you use when you applied for college?
– What do you like the most about rankings?
– What advice would you give a high school student regarding college rankings?
As I pointed out above, each ranking has something we might be able to use for our own purposes. The one below shows which business school provides you with the best value (i.e. current income minus tuition, books, lost wages while attending the program, etc.).
Surprising, is it not? The best known schools rank low. But maybe you want to use different criteria to rank… Check it out yourself.
Things worth reading
1. Fung, Kaiser (2013). Number Sense. How to use big data to your advantage. New York: McGraw-Hill. Available on http://www.mheducation.co.uk/9780071799669-emea-numbersense-how-to-use-big-data-to-your-advantage
2. Kenrick, Douglas, T. (September 30, 2014). When statistics are seriously sexy. Sex, lies and big data. Psychology Today online. Retrieved November 2, 2015 from https://www.psychologytoday.com/blog/sex-murder-and-the-meaning-life/201409/when-statistics-are-seriously-sexy
3. Kenrick, Douglas, T. (June 20, 2012). Sexy statistics: What’s the one best question to predict casual sex? The science of sex, beer and enduring love. Psychology Today online. Retrieved November 3, 2015 from https://www.psychologytoday.com/blog/sex-murder-and-the-meaning-life/201206/what-s-the-one-best-question-predict-casual-sex
4. Langeville, Amy N. & Meyer, Carl D. (2012). Who’s #1? The science of rating and ranking. Princeton, NJ: Princeton University Press. Available from http://press.princeton.edu/titles/9661.html
5. Rudder, Christian (September 2015). Dataclysm: Love, sex, race, and identity – what our online lives tell us about our offline selves. New York: Broadway Books. Available on http://www.penguinrandomhouse.com/books/223045/dataclysm-by-christian-rudder/9780385347396/
6. Stake, Jeffrey Evans and Alexeev, Michael (October 30, 2014). Who Responds to U.S. News & World Report’s Law School Rankings? Indiana University School of Law-Bloomington Legal Studies Research Paper No. 55. Available at SSRN: http://ssrn.com/abstract=913427
Single worst advice – the answer
After reading this blog entry, it is obvious that using a single ranking is not smart.
Use a few and be aware of each one’s weaknesses and strengths.
Choose the component that helps you the most. If by any chance two rankings use the same component (e.g., salary), compare the numbers and smile.
Nothing is perfect. And since you read all the way to the end, why not write a comment and subscribe to our newsletter?