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IMPLEMENTATION OF FOCUS GROUP INTERVIEWS IN INTERCULTURAL RESEARCH (Wykorzystanie zogniskowanych wywiadow grupowych w badaniach miedzykulturowych)

100%
Pilarczyk-Bal K.
Nauki o Zarządzaniu
|
2011
|
issue 6
56-70
EN
This article is focused on the possibility of performing the Focus Group Interview with the participation of intercultural respondents. The basic characteristics of the focus groups are presented in the beginning of the article, and followed by the presentation and analysis of three interviews that took place during international training courses. They are presented along with the exact group description, aims of the project, context and aims of presented interviews, exact schedule as well as conclusions. After the presentation of a detailed analysis of the interviews, there is a final interpretation of utility and efficiency of Focus Group Interviews for culturally diversified groups. The article finishes with a summary of the main challenges that a reasercher planning to perform a focus group for intercultural participants should keep in mind.
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Postawy młodzieży z Polski, Niemiec i Wielkiej Brytanii wobec reklam kontrowersyjnych

75%
Gorbaniuk O., Stołecka K.
Roczniki Nauk Społecznych
|
2009
|
vol. 1(37)
195-212
EN
The aim of the study was to find out about the conditionings of the attitudes towards advertisements. In an experimental study conducted by the method of a computer review 90 students took part (30 subjects from each of the three countries: Poland, Germany and Great Britain). The subjects appraised 30 press advertisements with controversial contents, selected especially for the study. The study and statistical analyses were conducted in the three-factor variance analysis design with a repeated measurement: country (Poland vs. Germany vs. Great Britain) x type of advertisement (commercial vs. social) x kind of controversy (controversial product vs. controversial presentation vs. controversial presentation of a controversial product)). In addition, a measurement of value preferences was taken. The results of the analyses have shown that controversial social advertisement are valued higher than commercial ones. Contrary to expectations, advertisements using controversial presentations got the best marks compared to advertisements using other types of controversies. The most positive attitude towards controversial advertisements was found in the British, and the least positive one – in Poles. Besides, it was found that a negative appraisal of commercial advertisements was connected with a stronger preference for traditional values and a weaker preference for hedonist ones, for dominance and for stimulation. The results of the study are discussed against the background of subject literature and the direction of the future research is shown.
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