This learning guide is designed to accompany the 29-minute, color, educational documentary, "Merchant People: Pride, Power, and Belief," a film which depicts how nine rural West Virginia small business proprietors think and feel about their work and life. It contains a description of the film setting, complete transcript of film dialogue, teaching guide, student questionnaire, suggested readings, biographical data about the filmmakers, note from the producer, film discount coupon, and purchasing information. The film and guide are recommended as a base for in-depth discussion or composition when used in secondary and/or college classrooms or community workshops. The teaching guide section presents values that most readily identify Appalachian culture: traditionalism, familism, neighborliness, love of home place, individualism, personalism, modesty, sense of humor, and religion. Social science themes outlined for discussion are world view, group cohesion, social construction of reality, sociological imagination, Protestant ethic, and Gemeinschaft. (NEC)