When Data Does not Match Theory

Have seen this many times, especially in the realm of marketing, where people sometimes just search for data that matches the results they want. So its natural to look for methods that are at least apparently more objective. This article, and some further commentary in Mind Hacks talks about what scientists do when the results do not match the results that are expected. This is worth understanding when you examine any kind of results in experimental environments. Belief can be a dangerous form of blindness.