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deepak A CAT Exam #5 6/19/2010
AWA ESSAYS: Analyze Argument
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:
The author argues that XY general store should embark on a rebranding and marketing campain to bring new customers . The evidence offered by the author is the survey conducted by market research department of the same store which indicates that though there is high level of recognition for the brands and apparel sold in the store ,many of them have not made a purchase in the store.This argument is flawed as author succumbs to sampling and reasoning flaws .
First , The argument cites the survey as evidence but does not provide any details regarding how was it conducted ,what was the sample size ,who was the target audience . Without such details it is very difficult to evaluate the accuracy of the survey . For example if the survey was conducted among a limited audience then these results would not indicate that customers in general also follow the trend seen in the survey.
Second, The survey does not give reasons why the 60% of the survey sample did not make a purchase .There may be various reasons such as discounts at other stores ,Non availability of XY stores at convenient locations etc.,If any of these is the problem then any amount of marketing and branding will not bring new customers.
Moreover , this argument can be strengthened by including data to show that the sample size was large enough to represent the entire population in the area where this survey was conducted and probing the real reason why customers are staying away from the store is lack of recognition for XY stores.
In conclusion , the author succumbs to sampling and logical flaws rendering the above argument flawed . This argument can be strengthened by including specific details about the survey and reasons why the customers are staying away from the store .
deepak A CAT Exam #5 6/19/2010
AWA ESSAYS: Analyze Argument
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:
The author argues that XY general store should embark on a rebranding and marketing campain to bring new customers . The evidence offered by the author is the survey conducted by market research department of the same store which indicates that though there is high level of recognition for the brands and apparel sold in the store ,many of them have not made a purchase in the store.This argument is flawed as author succumbs to sampling and reasoning flaws .
First , The argument cites the survey as evidence but does not provide any details regarding how was it conducted ,what was the sample size ,who was the target audience . Without such details it is very difficult to evaluate the accuracy of the survey . For example if the survey was conducted among a limited audience then these results would not indicate that customers in general also follow the trend seen in the survey.
Second, The survey does not give reasons why the 60% of the survey sample did not make a purchase .There may be various reasons such as discounts at other stores ,Non availability of XY stores at convenient locations etc.,If any of these is the problem then any amount of marketing and branding will not bring new customers.
Moreover , this argument can be strengthened by including data to show that the sample size was large enough to represent the entire population in the area where this survey was conducted and probing the real reason why customers are staying away from the store is lack of recognition for XY stores.
In conclusion , the author succumbs to sampling and logical flaws rendering the above argument flawed . This argument can be strengthened by including specific details about the survey and reasons why the customers are staying away from the store .
