Ecological studies:
• Units of analysis are populations or groups rather than individuals
• eg, in one country, the increased number of sales in a city between the sales of a certain product and the change in incidence of a disease is compared to another city that does not experience the increase in sales of the product.
• Often difficult to interpret as seldom possible to exclude alternative explanations for findings
• Ecological fallacy – occurs when conclusions are drawn between ecological studies and are applied to individuals
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