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Measurement has too often been the leitmotif of many investigations rather than the experimental examination of hypotheses. Mounds of data are collected, which are statistically decorous and methodologically unimpeachable, but conclusions are often trivial and rarely useful in decision making. This results from an overly rigorous control of an insignificant variable and a widespread deficiency in the framing of pertinent questions. Investigators seem to have settled for what is measurable instead of measuring what they would really like to know