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The following appeared in an editorial in a business magazine.
"although the sales of Whirlwind video games have declined over the last two years, a recent survey of video- game players suggests that this sales trend is about to be reversed. The survey asked video-game players what features they thought were most important in a video game. According to the survey, players prefer games that provide the lifelike graphics, which require the most up-to-date computers. Whirlwind has just introduced several such games with an extensive advertising campaign directed at people 10 to 25 years old, the age group most likely to play the video games. It follows then, that the sales of Whirlwind video games are likely to increase dramatically in the next few months.
The authors of the editorial asserts that the sale of the Whirlwind video games would probably get rid of the swamp of last two years and experience the success in the next few months. To support this conclusion, the editorial offers two arguments, the survey based on the video game enthusiasts and the new business strategies of the Whirlwind Company. Careful scrutiny of the editorial reveals numerous problems that render author’s prediction untenable.
A threshold problem is the survey that the author cites might be unreliable in three respects. First, the author fails to assure us the survey’s respondents are representative of all video game players. Second, it seems that only one result which is relevant to the Whirlwind video games is presented by author, but others are hided. Any successful video game might have several features preferred by different player, it is doubted that the author deliberately emphasize only one aspect. Third, the editorial provides no information about the process of the survey which is significant to warrant the accuracy of the survey. Lacking evidence that the survey is reliable, the author cannot reasonably rely on the survey in recommending that the sales of the games will increase.
Even if the authenticity of survey could be confirmed, the mere fact that players prefer games that offer vivid graphics is still insufficient evidence to guarantee the increasing sales of the video games. As we known, a prosperous computer game should satisfy the needs and preferences of the players in various aspects, except the graphics, including the controllability, the music, the price, and the attractive story in the games. It is entirely possible that the factors such as high pricing, poor stories, or the wrong distribution and retailing strategies block the sale of the game. The author does not refer to the rivals of the Whirlwind video games as well, and the strong competitor could also bring the death warrant to the Whirlwind’s products. Without ruling out these possibilities, the augur can not predict the success of Whirlwind video games.
The editorial points out two-year decline of video game sales, but does not analyze the reasons of it, only simplifying it to the advertising campaign and the pictures of products. Ignoring the real factors giving rise to the problems, how could solve them correctly? Even if the advertising strategy is the suitable way, the argument based on the assumption that the Whirlwind’s games cater to the 10~25 years old players and they are afford to buy it, which is not always the case.
On balance, as it stands, the argument is unfounded, to strength it the author must provide the evidence that the game enthusiasts are interested in the Whirlwind’s video games, not others. Furthermore, the arguer should analyze the reasons of the sales decline, the competition of the new products and offer the entire inclination of game enthusiast. |
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