Advertisement for ShopEx Supermarkets: Dozens of shoppers, chosen at random, were asked as they came out of their ShopEx stores what they had purchased. The prices of the very same items at the nearest PriceKing store were totaled and compared with the ShopEx total. At ShopEx, the totals averaged five percent less than at PriceKing. So, for overall savings on their food bills, shoppers should go to ShopEx instead of PriceKing. Which of the following, if true, most seriously undermines the argument of the advertisement?The advertisement compares items actually bought at ShopEx with the prices of those same items at PriceKing. But this may be biased if shoppers at each store tend to buy what is on sale there.
The key flaw is that the comparison may use a ShopEx-favorable basket, not a neutral basket of
typical grocery purchases.
A. When more than 20 items were selected, the PriceKing totals averaged more than five percent higher than the ShopEx totals.
This strengthens the advertisement. It says PriceKing was even more expensive in some larger purchases.
B. Many shoppers consider additional factors other than price in choosing the supermarket at which they shop most regularly.
This does not undermine the price claim. The conclusion is about savings on food bills, not about convenience, quality, or preference.
C. Virtually every grocery item that can be found at PriceKing can also be found at ShopEx.
This does not weaken the argument. It suggests the stores carry similar items, which may make the comparison more reasonable.
D. When purchasing items in a grocery store, shoppers tend to select those items that are on sale, and different stores have sales on different items.
This is correct. If ShopEx shoppers bought items that were on sale at ShopEx, then those same items may not have been on sale at PriceKing. So the comparison would not prove that ShopEx gives better overall savings.
E. Most of the shoppers who were stopped on their way out of ShopEx said that they shopped at PriceKing either regularly or occasionally.
This does not weaken the argument. It says the shoppers know both stores, but it does not show that the price comparison is misleading.
Answer: (D)