Please note: This is a companion version & not the original book.Sample Book Insights:#1 It may seem like there is a study to prove or disprove just about any assertion, but this is an illusion caused by widespread misunderstandings about the scientific process, media sensationalism, and sometimes fraudulent research.#2 The two most common ways this occurs are: confusing correlation with causation, and oversimplification and sensationalism.#3 Observational research is a great tool for collecting data and forming hypotheses, but it can never be used to conclusively determine the cause of a phenomenon because there are many ways for variables to be related without one causatively influencing the other.#4 The media has also been guilty of this mistake. For example, a study was reported in the New England Journal of Medicine that found drinking coffee could make you live longer. However, this study only involved people who had already lived to at least 50 years of age, had no history of cancer, heart disease, or stroke, and didn’t smoke.