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

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  • Winzar, Hume

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.

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  • Winzar, Hume, 2015. "The ecological fallacy: How to spot one and tips on how to use one to your advantage," Australasian marketing journal, Elsevier, vol. 23(1), pages 86-92.
    • Handle: RePEc:eee:aumajo:v:23:y:2015:i:1:p:86-92
    DOI: 10.1016/j.ausmj.2014.12.002
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    Cited by:

    1. Viengkham, Doris & Baumann, Chris & Winzar, Hume & Dahana, Wirawan Dony, 2022. "Toward understanding Convergence and Divergence: Inter-ocular testing of traditional philosophies, economic orientation, and religiosity/spirituality," Journal of Business Research, Elsevier, vol. 139(C), pages 1335-1352.
    2. Broeder Peter, 2022. "Profile Photos’ Impact in Online Reviews: The Effect of Cultural Differences," Review of Marketing Science, De Gruyter, vol. 20(1), pages 21-36, September.

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