Ethnographic research is the type of sample is specifically used for gathering information about clandestine or difficult-to-identify groups.
Cultures have a set of rules and beliefs about what is correct for that specific culture. Ethnocentrism is the measuring and judging of one culture by another culture. This can be either a positive or negative judgment about the difference between the beliefs of the two cultures. Ethnocentrism is also believing in the inferiority of other cultures compared to the superiority of one's own culture.
Additionally, ethnocentrism is defined by individualistic or collective cultures. Many Western cultures are individualistic; they tend to focus on what is best for the individual.
