The administrators of a music downloading website were worried that the lack of downloadable movies and TV shows could diminish the popularity of their site. Accordingly, they decided to survey their existing customers in order to determine whether adding movies would increase interest. The survey found that only a small percentage of their current customers were interested in purchasing movies online, and the administrators concluded that adding movies would not significantly increase traffic to their site.
Which of the following, if true, shows a flaw in the administrator's reasoning?The administrators survey only their
existing customers and then use those results to predict whether adding movies would attract more traffic generally. The flaw is that the current customer base may not represent the people who would be attracted by movie downloads.
(A) The perceived demand for online movie purchases has been overstated
Incorrect. This would support the administrators' conclusion that adding movies would not increase traffic much.
(B) Customers who purchase music online are as likely to purchase movies as music
Incorrect. This would make the existing customers a more relevant group to survey and would therefore strengthen the reasoning.
(C) Surveys conducted by email are the best way to assess interest in a new online product.
Incorrect. This supports the survey method rather than exposing a flaw.
(D) There is only one other website currently offering both music and movies.
Incorrect. Limited competition could actually make adding movies more attractive, but this does not directly expose the flaw in using existing customers as the sample.
(E) This website's existing customers are exclusively music aficionados.
Correct. If the existing customers are exclusively people interested in music, they may be much less interested in movies than potential new customers would be. So surveying only this group gives a biased sample and does not justify the conclusion that adding movies would fail to increase overall traffic.
Answer: (E)