Argument65
The following appeared in a memo from the president of a chain of cheese stores located throughout the United States.
"For many years all the stores in our chain have stocked a wide variety of both domestic and imported cheeses. Last year, however, the five best-selling cheeses at our newest store were all domestic cheddar cheeses from Wisconsin. Furthermore,a recent survey by Cheeses of the World magazine indicates an increasing preference for domestic cheeses among its subscribers. Since our company can reduce expenses by limiting inventory, the best way to improve profits in all of our stores is to discontinue stocking many of our varieties of imported cheese and concentrate primarily on domestic cheeses."
This memo recommends that we concentrate primarily on domestic cheeses so as to improve profits. To support this recommendation, the author points out that varieties of imported cheese be discontinue. This argument is problematic in several critical respects.
First, strong sales of the five cheeses do not necessarily indicate that all domestic cheeses are popular among citizens, or the newest store do not necessarily reflect the sales of all national stores. For that matter, perhaps other domestic cheeses are not fist products except the five and sales of the five in other stores of the country have poor performance. Without ruling out other possible reasons for the strong sales the president cannot convince me on the basis of them that domestic cheeses are selling well.
Secondly, even if the sales of the new store indicate the whole sales nationwide, the author fails to consider that customers' interest in the five domestic cheeses maybe due to their support for the domestic products, not merely in cheeses. Or we tend to reach a conclusion that except for domestic cheeses, other domestic products do not have strong competitivenss with imported ones. Without accounting for these and other possibilities, the author cannot assume that domestic cheeses should be paid more concentration.
Thirdly, the result of the survey lacks credibility and therefore could not lend strong support to the author's claim. The responses of the survey are likely to be from domestic cheese lovers or many of them are just children who like to have cheeses. It is also possible that the survey was conducted in the control of a certain state-ownd company. To better substantiate the assumption, the author has to mention more details that seem to be more convincing.
Fourthly, by limiting inventory coupled with increasing stocks of the domestic cheeses leading to the conclusion is somehow weak in its assumption. The correlation between the two cannot substantiate the suggestion put by the author is reasonable. To justify this claim, the author must provide supporting evidence.
In the absence of convincing methodology and reasoning, the credibility of the assert is unfounded. Unless the author's claim relies on a series of clear assumption, the claim is wholly unpersuasive.