Studies such as Auster and Ohm's journal on gender roles in society have provided us with invaluable insights into sex roles and the effect of stereotyping on their formation (Auster & Ohm, 2000). Ever since John Money first coined the phrase 'gender role' in his 1955 study of intersexuals (hermaphrodites), studies have been performed that appear to show we do not consciously stereotype other people extra-group but in fact are compelled to do so in order to create self-identity and build self-esteem. (Smith & Mackie, 2007, p. 182).
However, much of the research done to date has been in the area of negative discrimination with few asking the question if stereotyping can ever be a positive sociological action or even an essential personal activity? A typical example of this, is dealt with in a University of Arizona study which considered the negative effect on performance of gender stereotyping when applied to female maths students (Schmader, 2002). Using the qualitative methodology of focus groups, this study aims to encourage participants to discuss their views on gender stereotypes in a relaxed, open environment. A qualitative rather than quantitative process was chosen for this study as it can provide more in-depth details about human behaviour, emotion, and personality characteristics than a statistical study could provide (Demetrius Madrigal and Bryan McClain, 2012). Furthermore, the study aims to answer the question 'can stereotyping ever be of benefit to a group' and to find out from a younger generation why they believe stereotyping is still prevalent in a modern society?.
Method.
Design.
This report used the qualitative research method known as Focus Groups to collect the necessary data related to gender stereotypes. Focus groups, first used in the 1940s by Merton and Fiske to conduct audience studies, employ a semi-structured group interview process, led by a researcher or moderator, which permits the free flow of information between participants in an informal and relaxed environment (Cohen, 2006).
