The ecological fallacy: How to spot one and tips on how to use one to your advantage

Hume Winzar

doi:10.1016/j.ausmj.2014.12.002

The ecological fallacy: How to spot one and tips on how to use one to your advantage

Hume Winzar^*

^*Corresponding author for this work

Department of Management

Research output: Contribution to journal › Article › peer-review

21 Citations (Scopus)

Abstract

The ecological fallacy is a common and little understood error in the interpretation of statistical data wherein inferences about individuals are based on the aggregate of the group from which they belong. This opinion piece overviews the importance of avoiding the error and illustrates the ease with which mistakes in inference can be made by examining some papers appearing in recent conferences and journals, and by demonstrating with artificial data representing Hofstede's cultural dimensions. It concludes with an appeal for caution when considering the combination of aggregate data with our surveys of individuals.

Original language	English
Pages (from-to)	86-92
Number of pages	7
Journal	Australasian Marketing Journal
Volume	23
Issue number	1
DOIs	https://doi.org/10.1016/j.ausmj.2014.12.002
Publication status	Published - 1 Feb 2015

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10.1016/j.ausmj.2014.12.002

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The ecological fallacy: How to spot one and tips on how to use one to your advantage

Abstract

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