Download Advanced Focus Group Research by Edward F. Fern PDF

By Edward F. Fern

Particularly written for researchers and scholars with a basic wisdom of concentration staff learn, the e-book supplies a number of examples of what researchers should still and shouldn't do in designing their very own examine initiatives. additionally, it seriously examines the boundaries of concentration teams and indicates tips on how to use concentration teams for nontraditional examine projects.

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Sample text

To establish true friendships, they will sacrifice their independence, freedom of action and thought, and creativity. The patriotism collective (society-related) dedicates itself to serving its nation, even surrendering personal comforts for it. People guided by this type of collectivism believe that putting society's interests above personal interests indicates a more mature understanding of life. Patriotism and familyrelated collectives are consistent with Triandis's (1995) notion of vertical collectives.

For vertical individualism, being different means that the individual wants to stand out and be distinguished in some sense. Vertical collectivism goes beyond a sense of cohesion and includes a sense of serving the in-group even if it means sacrificing a degree of sameness for the in-group's benefit. These people are the community leaders and representatives of their constituencies. See Triandis (1995) for empirical evidence that seems to support the distinction between the horizontal and the vertical.

On the other hand, individualists interact with many in-groups but have to work at maintaining relationships with them. As a result, they tend to develop social skills for effective superficial interaction with others. Thus, it is possible to mistakenly think that groups of individualists will be more cohesive and interact better in focus groups than collectivists. However, this perception may ignore the superficiality of the interaction and the quality of the information obtained from individualists.

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