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Discussion Question 19.7
Liberty University
BUSI 600
Discussion Question 19.7
In the prompt provided in two paragraphs, we know a research study was conducted on The Ellen DeGeneres Show and The Oprah Winfrey Show. The study portrays that the Ellen Show is on par with the Oprah Show and it attracts a lot of female viewers during the day time. The viewers like the idea that Ellen is relatable and is relaxed. According to Q Scores company, Ellen is more likeable than Oprah, however, the Nielsen ratings showed The Oprah Winfrey Show was ahead of The Ellen DeGeneres Show when it came to emotional issues. The study helped the executives of Warner Brothers make a decision that would keep The Ellen DeGeneres Show on the air through 2014.
What other questions should the report address?
The prompt indicated a study was conducted, however, who conducted the research? The next question would be, what credibility, qualifications, or experience does the researcher/s have? According to Cooper and Schindler (2014), “greater confidence in the research is warranted if the researcher is experienced, has a good reputation in research, and is a person of integrity” (p. 18). The publication date, whom published the study, the location, and authors were items not available, therefore, how can others find the study? Was the study unbiased, reviewed, or edited by others to better establish credibility? This type of information could reveal the reliability of the study and its researcher/s.
What methodology was used? There are five parts to methodology: Sampling Design, Research Design, Data Collection, Data Analysis, and Limitations (Cooper & Schindler, 2014, p. 510-511). Why were none of these items included? What was the length of the study, the target audience, region of the study, and how the participants for the study were obtained? What were the strengths, weaknesses, and limitations of the study? Warner Brothers may want to consider doing a study on what viewers are looking for in a talk show, including topics discussed.
It is essential to make sure to fact check and ask questions with any research study, to determine the integrity, to make an informed decision. The Bible states in Galatians 6:6-8,
Let him that is taught in the word communicate unto him that teacheth in all good things. Be not deceived; God is not mocked: for whatsoever a man soweth, that shall he also reap. For he that soweth to his flesh shall of the flesh reap corruption; but he that soweth to the Spirit shall of the Spirit reap life everlasting (King James Version).
By reading the study in its entirety, may help me know more about the study. Without it, it leaves the study open for interpretation.
A. How Would You Advised the Networks to “Franchise” DeGeneres Based on Your Study’s Results?
It is essential not to act to hastily when franchising a person. The person or even the personality of a person can either draw others in or repel them (Tieger, 2014). The character of the individual and the morals they possess, must be able to relate to customers of all demographics, since the person represents everything about the franchise. The individual must have a name that is well known and is respected. The bible states in Proverbs 22:1 and Ecclesiastes 7:1, “A good name is rather to be chosen than great riches, and loving favour rather than silver and gold” and “A good name is better than precious ointment; and the day of death than the day of one’s birth.” The most important and valuable benefit and asset to franchise, is not just a good name, but also the brand and reputation. A study completed by Altinay, Brookes, Yeung, and Aktas (2014) found, “the study demonstrated that brand reputation was mentioned by franchisees as a main antecedent of relationship development” (p. 514). The person and personality of anyone is a tool that is both powerful and practical when used correctly.
I would advise the networks to run another study to see if the viewers would be interested in the Ellen show airing in the evening hours. Warner Brothers could run a pilot test to see how the ratings stack up. Oprah Winfrey left regular TV to concentrate on her own network called “OWN.” This opportunity could be looked at as a way for the Ellen show to capture the viewers of the former Oprah show. The networks could be advised to expand to other networks like cable or new technology platforms like, social media, for Ellen to reach more viewers.
References
Tieger, P. D. (2014, March 1). Does Your Personality Hold the Key to Your Success? Individuals Can Guarantee Their Own Success through Leveraging Their Strengths and Mitigating Their Blind Spots. Franchising World. Retrieved from
http://search.proquest.com.ezproxy.liberty.edu/docview/1515725860/fulltextPDF/444E3EB9123B424EPQ/1?accountid=12085
Cooper, D. R., & Schindler, P. S. (2014). Business research methods (12th ed.). New York, NY: McGraw-Hill. ISBN: 9780073521503
Altinay, L., Brookes, M., Yeung, R., & Aktas, G. (2014). Franchisees’ perceptions of relationship development in franchise partnerships. Journal of Services Marketing,28(6), 509-519. doi:10.1108/JSM-09-2013-0240. Retrieved from
http://www.emeraldinsight.com.ezproxy.liberty.edu/doi/pdfplus/10.1108/JSM-09-2013-0240
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