1. Drawing conclusions based on failure to find a difference (i.e., on failure to reject the null hypothesis) is grossly inappropriate. Failure to find a statistically significant difference between groups may provide useful information for planning one's next experiment, but it proves nothing.
2. Ignore relevant data; transform relevant data so that its value declines
3. and/or be selective about which data will be reported.
http://www.truthinlabeling.org/Proof_Controversy_C.htm
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