Enrolling in a course lets you earn progress by passing quizzes and exams. As such, representative sampling is typically the best method for marketing or psychology studies. To unlock this lesson you must be a Study.com Member. Ideally, you should have examined the base rate of both professions in the male population, then adjusted based on his description. b. may miss potentially important findings because research with small samples is not very sensitive. Thus, if we want to generalize a finding from a sample to a population, the sample must be demographically and characteristically representative of the population to which we want to apply the finding. She majored in economics at university and, as a student, she was passionate about the issues of equality and discrimination. Let's take a look at a couple of examples. More generally, the representativeness heuristic describes when we estimate the likelihood of an event by comparing it to an existing prototype in our minds – matching like to like. Whenever you want to study a small group and generalize from the small group to the larger one, you need to make sure that the small group is just like the larger one. Many people when asked this question g… You’ll likely end up with a more accurate estimate than if you didn’t estimate the base rate. For example, if roughly half of the total population of interest is female, a sample should be made up of approximately 50 percent of women in order to be representative. Your email address will not be published. Here, people use the heuristic—what is the average value of the plate in each set?—rather than considering the total value of all plates. Or, is it more likely that she works at a bank AND is active in the feminist movement? The representativeness heuristic describes when we estimate the likelihood of an event by comparing it to an existing prototype in our minds. What does “representativeness” mean in psychology? System 1 no longer has a stereotype to be led astray. An error occurred trying to load this video. Sometimes these mental shortcuts can be helpful, but in other cases, they can lead to errors or cognitive biases. He confidently gave predictions based on what he observed, writing notes like “this person is a certain star,” only to later find out his predictions were only slightly better than chance. Again, by pure number of people, there are far more people in the latter group than the former. What are examples of representativeness heuristics? Let’s look at an example of information processing errors, commonly referred to as heuristic simplification. Again, by pure number of people, there … He likes soft music and wears glasses. The second option with 5 broken plates should be strictly more valuable because it has 25 intact dishes, whereas the first option only has 24. When an experiment makes use of a small number of participants, the results: a. are easier to replicate than when there are many participants. 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