The group representative bias: Another look

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Abstract
The “group representative bias” has been shown to operate in cases where one person is asked to complete a permit or survey for an entire activity group. The bias is created because the spokesperson is not always representative of the other members of the group. Various reasons for this bias are discussed. Previous studies reporting the existence of this bias have not included experience levels or group type as intervening variables affecting the severity of the bias. The present study compared representatives for 55 canoeing parties with 121 members of the same groups. The two segments were similar in gender, experience level, attitude, satisfaction, and perception of crowding. No group representative bias was detected. This result was attributed to the large number of peer groups contacted in this study, whereas previous studies were based on a large proportion of family groups. Group type may be an important factor to consider when checking for a group representative bias.