Earlier quoted context omitted.
If you get an answer outside of what you expected, reevaluate your approach, fix your study and redo it all, probably with a new set of participants. If you can't do science, don't call it science.
Which is a great idea if we ignore all other issues in academia, e.g. pressure to publish etc. Taking such a hard-line stance I fear will just yield much less science being done.
But surely let's have a "hard-line stance" on not drowning in BS?