The ecological fallacy, the drawing of inferences about individuals based on aggregate level data, was discovered over 50 years ago but is still present in a surprising number of commonly employed marketing and advertising research tools.
The Ecological Fallacy: Some Fundamental Research Misconceptions Corrected
Kevin J. Clancy
Copernicus Marketing Consulting and ResearchPaul D. Berger and Thomas L. Magliozzi
Boston University School of Management
The purpose of this article is to show how...