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Premiolex Corporation spokesperson: In our survey of Premiolex customers, the majority of respondents rated our services as "excellent," whereas in our competitor Cretazole's survey, the majority of their respondents rated Cretazole's services as "very good." That's proof that—on average, at least—our customers have a higher opinion of Premiolex's services than Cretazole's customers have of its services.
Skeptic: I don't think the spokesperson's conclusion necessarily follows from the evidence he cites. What if, for example, the Premiolex survey asked participants to choose from among options that weren't all identical to the ones used in Cretazole's survey?
Select for Premiolex survey and Cretazole survey the options such that, in combination, the Premiolex survey and Cretazole survey would support the skeptic's position and be consistent with the spokesperson's report of the results but indicate that the spokesperson's conclusion does not necessarily follow. Make only two selections, one in each column.
Excellent, Very Good, Good, Fair, Poor
Excellent, Very Good, Acceptable, Poor
Superior, Excellent, Very Good, Good, Fair
Exceptional, Superior, Very Good, Adequate, Poor
Superb, Excellent, Good, Fair, Unacceptable
| Text from Passage | Analysis |
| "In our survey of Premiolex customers, the majority of respondents rated our services as 'excellent'" |
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| "in our competitor Cretazole's survey, the majority of their respondents rated Cretazole's services as 'very good'" |
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| "That's proof that...our customers have a higher opinion" |
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| "What if...the Premiolex survey asked participants to choose from among options that weren't all identical" |
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We need to select rating scales that:
This is asking us to weaken the spokesperson's reasoning by showing the comparison is invalid:
Let's examine what position each rating occupies in each scale:
Choice 1: Excellent (1st), Very Good (2nd), Good, Fair, Poor
Choice 2: Excellent (1st), Very Good (2nd), Acceptable, Poor
Choice 3: Superior (1st), Excellent (2nd), Very Good (3rd), Good, Fair
Choice 4: Exceptional (1st), Superior (2nd), Very Good (3rd), Adequate, Poor
Choice 5: Superb (1st), Excellent (2nd), Good, Fair, Unacceptable
If we select:
This perfectly supports the skeptic because:
Trap 1: Selecting scales where "excellent" is always the top rating
Trap 2: Selecting identical scales for both surveys
Trap 3: Focusing only on the presence of terms without considering their relative positions