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What is aggregation bias?

Updated: 4/28/2022
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11y ago

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Aggregation bias is, generally, the incorrect assumption that "what is true about the group is true about the individual" (also known as the ecological fallacy). For example, children from poor families on average perform worse in school than children from wealthier families. However, this does not mean that any individual child from a poor family will perform worse than any individual child from a wealthy family.

In marketing, aggregation bias can result in incorrect interpretation when the effect is not measured at the right level of aggregation. For example, advertising at a local shop is unlikely to affect sales at a national level, but may affect sales at nearby shops as well as the local shop itself. In research, aggregation bias can affect interpretation of results over multiple studies. For example, imagine we have a group of studies where age is significant in every study, but the average age of participants is about the same. When looking at the effect of age in all the studies, if we use the average age of participants in the studies, it will appear that age has no effect.

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