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MakeUrTimeCount
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ESSAY QUESTION: The following appeared in a market research report examining consumer perceptions of a chain of clothing stores:
"A recent survey commissioned by the market research department of XY Gen Stores indicated a high level of recognition among consumers of the brand and the nature of the apparel sold in XY Gen Stores. However, the survey also indicated that approximately 60% of those surveyed that recognized the name of XY Gen Stores had never shopped at one of the company's stores. Because of this result, XY Gen Stores executives should launch a significant rebranding and marketing campaign to change the company's image and thereby bring new consumers into the stores.
Discuss how well reasoned you find this argument. Point out flaws in the argument's logic and analyze the argument's underlying assumptions. In addition, evaluate how supporting evidence is used and what evidence might counter the argument's conclusion. You may also discuss what additional evidence could be used to strengthen the argument or what changes would make the argument more logically sound.
YOUR RESPONSE: Customer surveys are a medium to understand the customers' inclination toward a particular brand. It not only provides the valuable information about the sales patterns of the products of the company under study, but also depicts the improvement areas. The author's claims may well have merits, but the argument is myopic in nature and is poorly reasoned. Also the argument is solely based on the evidences the author offers and on the questionable assumptions and premises; we can't accept the argument as valid in its current form.
Most conspicuously, the argument fails to address the root cause of the problem. The author has failed to find out the main reason behind the non-purchase habit of 60% customers. The primary issue with the author's reasoning lies in unsubstantiated premises. The author says that the customers highly recognize the nature of apparel sold in XY Gen stores, but has not tried to understand the reason behind this. Someone may have high understanding of the nature of apparel only when he/she have already used the apparel or someone close to that person have used the apparel. The secondary issue with the premises is that the author considers the change in branding and marketing strategy as the best solution of the low sales among surveyed people. The author has failed to understand if customers already know about the company, the nature of its brands and about its stores; how could the rebranding help the company in this context. The author's premises, the basis of the argument, lack legitimate evidentiary support and render his conclusion unacceptable.
In addition, the author's argument is based on assumptions that are unproven. Primarily, the author does not provide any details regarding the sample data of study and assumes the survey results legitimate for the entire customer base. Also it does not provide any information about the geography, earning levels and age range of the surveyed customer. The argument has failed to bi-furcated the customer interest on the basis of these attributes. Secondarily, the author has blindly assumed that the reason behind low sale among 60% of the respondents is the poor or insignificant marketing.
In sum, the argument under study is unsound or unpersuasive. If the author truly hopes to make his readers' opinion change on the issue under study, then he would have to largely restructure his argument, fix the flaws in his logic, provide more research data, support his assumptions making his argument thorough and convincing. Without these amendments, it is very likely that few people will support the argument.
Kindly rate..
"A recent survey commissioned by the market research department of XY Gen Stores indicated a high level of recognition among consumers of the brand and the nature of the apparel sold in XY Gen Stores. However, the survey also indicated that approximately 60% of those surveyed that recognized the name of XY Gen Stores had never shopped at one of the company's stores. Because of this result, XY Gen Stores executives should launch a significant rebranding and marketing campaign to change the company's image and thereby bring new consumers into the stores.
Discuss how well reasoned you find this argument. Point out flaws in the argument's logic and analyze the argument's underlying assumptions. In addition, evaluate how supporting evidence is used and what evidence might counter the argument's conclusion. You may also discuss what additional evidence could be used to strengthen the argument or what changes would make the argument more logically sound.
YOUR RESPONSE: Customer surveys are a medium to understand the customers' inclination toward a particular brand. It not only provides the valuable information about the sales patterns of the products of the company under study, but also depicts the improvement areas. The author's claims may well have merits, but the argument is myopic in nature and is poorly reasoned. Also the argument is solely based on the evidences the author offers and on the questionable assumptions and premises; we can't accept the argument as valid in its current form.
Most conspicuously, the argument fails to address the root cause of the problem. The author has failed to find out the main reason behind the non-purchase habit of 60% customers. The primary issue with the author's reasoning lies in unsubstantiated premises. The author says that the customers highly recognize the nature of apparel sold in XY Gen stores, but has not tried to understand the reason behind this. Someone may have high understanding of the nature of apparel only when he/she have already used the apparel or someone close to that person have used the apparel. The secondary issue with the premises is that the author considers the change in branding and marketing strategy as the best solution of the low sales among surveyed people. The author has failed to understand if customers already know about the company, the nature of its brands and about its stores; how could the rebranding help the company in this context. The author's premises, the basis of the argument, lack legitimate evidentiary support and render his conclusion unacceptable.
In addition, the author's argument is based on assumptions that are unproven. Primarily, the author does not provide any details regarding the sample data of study and assumes the survey results legitimate for the entire customer base. Also it does not provide any information about the geography, earning levels and age range of the surveyed customer. The argument has failed to bi-furcated the customer interest on the basis of these attributes. Secondarily, the author has blindly assumed that the reason behind low sale among 60% of the respondents is the poor or insignificant marketing.
In sum, the argument under study is unsound or unpersuasive. If the author truly hopes to make his readers' opinion change on the issue under study, then he would have to largely restructure his argument, fix the flaws in his logic, provide more research data, support his assumptions making his argument thorough and convincing. Without these amendments, it is very likely that few people will support the argument.
Kindly rate..
