The ecological fallacy: some fundamental research misconceptions corrected

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...