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11 - What's in a Sample? A Manual for Building Cognitive Theories

Published online by Cambridge University Press:  02 February 2010

Gerd Gigerenzer
Affiliation:
Max Planck Institute, Germany
Klaus Fiedler
Affiliation:
Ruprecht-Karls-Universität Heidelberg, Germany
Peter Juslin
Affiliation:
Umeå Universitet, Sweden
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Summary

PREVIEW

How do you build a model of mind? I discuss this question from the point of view of sampling. The idea that the mind samples information – from memory or from the environment – became prominent only after researchers began to emphasize sampling methods. This chapter provides a toolbox of potential uses of sampling, each of which can form a building block in a cognitive theory. In it I ask four questions: who samples, why, what, and how.

Who: In the social sciences (in contrast to the natural sciences), not only researchers sample, but so do the minds they study. Why: I distinguish two goals of sampling, hypotheses testing and measurement. What: Researchers can sample participants, objects, and variables to get information about psychological hypotheses, and minds may sample objects and variables to get information about their world. How: I distinguish four ways to sample: (i) no sampling, (ii) convenience sampling, (iii) random sampling from a defined population, and (iv) sequential sampling. These uses of sampling have received unequal attention. The prime source of our thinking about sampling seems to be R. A. Fisher's small-sample statistics, as opposed to the use of random sampling in quality control, the use of sequential sampling, and the use of sampling for measurement and parameter estimation. I use this legacy to identify potentials of sampling in adaptive cognition that have received little attention.

In his Opticks, Isaac Newton (1952/1704) reported experiments with prisms to demonstrate that white light consists of spectral colors.

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Publisher: Cambridge University Press
Print publication year: 2005

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