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* self-interest studystudy conducted by someone who has an interest inThe results turning out a particular wayex) be skeptical about a survey about GM cars conducted by GM(every car is #1 ?)* small sampleex) a Newsweek reporter goes to <strong>the</strong> corner and asks 12 peoplewhat <strong>the</strong>y think about what happened with Tiger Woods?Q: would you go buy products he endorsed, given what he did?* interviewer error- when <strong>the</strong> interviewer is inappropriate in some wayex) cops ask <strong>questions</strong> about opinion of police dept@ word order / question orderex) Q: what do you think causes more pollution in <strong>the</strong> US, traffic, or industry?even more biased: Do you think traffic causes more pollution in <strong>the</strong> US,or industry?solution: half <strong>the</strong> time "traffic or industry", half <strong>the</strong> time "industry or traffic"@ correlation V. causationex) survey results show that people who drive BMW's live longer than driving o<strong>the</strong>r cars- if you want to live longer, should you buy a BMW?no, BMW owners are - on average - more wealthy, so <strong>the</strong>y can afford better healthinsurance and take better care of <strong>the</strong>ir health<strong>the</strong> only way to determine causation is with an experiment, where you have control, andyou can apply a treatment and measure <strong>the</strong> effect (response variable)ex) take 100 people, give 50 BMWs and 50 Toyotas, and see what <strong>the</strong>ir lifespans are

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