What happens when we get unexpected results from the data we have? If we are just relying on memory, or if our sampling procedure was bad, perhaps it is faulty data. Garbage in, garbage out.
From Wikipedia:
Selection bias is a distortion of evidence or data that arises from the way that the data are collected. It is sometimes referred to as the selection effect. The term selection bias most often refers to the distortion of a statistical analysis, due to the method of collecting samples. If the selection
bias is not taken into account then any conclusions drawn may be wrong.
See also: cognitive dissonance.
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