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ARGUMENT:14
14 The following appeared in a memo from the owner of Green Thumb Gardening Center, a small business serving a suburban town.
"There is evidence that consumers are becoming more and more interested in growing their own vegetables. A national survey conducted last month indicated that many consumers were dissatisfied with the quality of fresh vegetables available in supermarkets. And locally, the gardening magazine Great Gardens has sold out at the Village News stand three months in a row. Thus, we at Green Thumb Gardening Center can increase our profits by greatly expanding the variety of vegetable seeds we stock for gardeners this coming spring."
In this argument, the arguer claims that the variety of vegetables seeds they stock for gardeners should be expanded to increase profits this coming spring. To justify this claim, the arguer cites the results of a survey and the sale of the gardening magazine Great Gardens in three months. On the first sight, this conclusion appears to be somewhat reasonable, but after a careful analysis, I find there are several flaws.
First of all, the survey which the arguer cites to justify the claim is too vague to be informative. There is no indication about the survey that how many subjects in the survey, where the survey was conducted, could the subjects be representative enough to reflect the general opinion of most people, how consumers were dissatisfied with the quality of fresh vegetables available in supermarkets, do they dissatisfied with the quality of fresh vegetables available in all supermarkets. Because the argument offers no evidence that would rule out these interpretations, the results of the survey are insufficient to support the conclusion.
Secondly, lacking information about the sales of the gardening magazine, it is impossible to access the validity of the results. It is said that the gardening magazine Great Gardens has sold out at the Village News Stand three months in a row. However, there is no other evidence showing that other gardening magazines except Great Gardens also sell well in three months. It is highly possible that people show a great appreciation of other respects of only the gardening magazine Great Gardens. And in the claim, it just gives the Village News Stand three months, then, how about the time before the three months, and how about the following days. The report leaves much to be questioned until the arguer would provide more information.
Thirdly, it could not equate people’s interest in growing their own vegetables to that the profits the center could earn. We know there are a large number of complex factors exercising influence on the profits, including the market, the cost, a reasonable price range, the advertisement, the service, and so forth. Any of the factors could increase or reduce the profits that we need to take into account. In addition, we know the fact that the market is variable nowadays. A successful company today might be a loser tomorrow. Some kinds of commodities which are in great demand today might be out of date tomorrow. Thus the validity of the report is doubtful.
To sum up, the evidence provided does not lead to the conclusion. To better evaluate the argument, the arguer should provide more information about the survey and the sale, and a report in detail about the budget.
[ 本帖最后由 chibi 于 2008-6-16 20:36 编辑 ] |
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