From Stereotypes to Understanding: How College Courses Can Shape Undergraduates’ Views on Franchising
Keywords:
business, economics, franchise education, franchise myths, franchise stereotypesAbstract
This study aims to assess changes in undergraduate students' perceptions of franchising after completing courses in franchising. The first objective is to examine whether significant differences exist between pre- and post-test results, measuring shifts in franchising perceptions stimulated by the curriculum. The second objective focuses on determining if a viable set of franchising perception constructs can be identified through exploratory factor analysis. This step is crucial for ensuring the constructs are reliable and valid, providing a solid foundation for further analysis. Lastly, using regression, are these constructs related to common franchise myths? Findings suggest a change in student franchise perceptions after completing an introductory course focused on the franchise business model. The data also reveals that there are specific constructs associated with franchise perceptions and that these constructs interrelate and influence student perceptions of common franchise myths. The findings of this study provide valuable insights into the effectiveness of franchise courses, inform curriculum development, and enhance our understanding of how perceptions of franchising are shaped through structured educational interventions.
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