You've probably heard the story about how a smart department store put diapers and beer on the same shelf because it had found out that a large group of diaper-buying population consisted of young fathers stuck at home on a Friday night. Here's what really happened:
"The analysis "did discover that between 5:00 and 7:00 p.m. that consumers bought beer and diapers". Osco managers did NOT exploit the beer and diapers relationship by moving the products closer together on the shelves. This decision support study was
conducted using query tools to find an association. The true story is
very bland compared to the legend."