Since Java Coffee Shop Began Advertising on the Local Radio Station 3 Months Ago, its Business Volume has Increased by 15%.

Question: Since Java coffee shop began advertising on the local radio station 3 months ago, its business volume has increased by 15%. In order to increase its business volume, Java's next door competitor, Kahva, should also start advertising on the local radio station.

Which of the following most weakens the argument's conclusion?

(A) Kahva's number of customers went down 15% last year.
(B) Of the 9 coffee shops that advertised on the local radio, only Java's business increased.
(C) 78% of the businesses that advertise on the local radio report an increase in business volume.
(D) The local radio station has over 10,000 listeners.
(E) The local radio station dedicates 15% of its air time to commercials.

Since Java coffee shop began advertising on the local radio station 3 months ago, its business volume has increased by 15% – is a GMAT Critical question. This particular GMAT Critical Reasoning topic has been taken from the book ‘GMAT Official Guide 2022 Bundle’. This is a Conclusion Weakening question. In this particular topic, candidates need to choose the option that best suits the passage. GMAT critical reasoning tests the logical and analytical skills of the candidates. This topic requires candidates to find the strengths and weaknesses of the argument, or find the logical flaw in the argument. The GMAT CR section contains 10 -13 GMAT critical reasoning questions out of 36 GMAT verbal questions.

Answer: B
Explanation:

This is a weakening the conclusion type of question. Candidates are required to first break down the argument.

Let us go through the passage provided and see which option suits the best.
The first two sentences from the passage are premises which provide factual data.
The last sentence uses a conclusion word (concluded). Hence, we can consider this as the conclusion:
Let us take the premises now:

Premise A: Java coffee shop began advertising on the local radio station 3 months ago.

Premise B: business volume has increased by 15%

From the above two premise, we get:
Conclusion: Java’s business increased due to advertisement on radio

From this, we can assume that since java’s business increased, it might be possible that Kahva’s business will also increase..
Though this fact is not stated, the conclusion means that this is true.

Now, we need to find the option that is weakening the conclusion.

(A) Kahva's number of customers went down 15% last year. - The passage does not disclose the number of customers that the shop had last year. This doesnot weaken the argument and hence, incorrect.

(B) Of the 9 coffee shops that advertised on the local radio, only Java's business increased. - Java’s business increased but that was because they posted advertisement on the radio station. Hence., we can assume that if others post the advertisement, their business will also increase. Here, the options says that out of 9 shops, only their business increased. Hence, this weakens the argument making it the correct answer.

(C) 78% of the businesses that advertise on the local radio report an increase in business volume. - There is no information regarding the percentage if business which increase their sales. This is out of scope and hence, incorrect.

(D) The local radio station has over 10,000 listeners. - We donot have any information on how many listeners radio gets. The increase in 15% might be 100 people or 1000 people. Since we do not have strong evidence to come to conclusion, we can exclude this option.

(E) The local radio station dedicates 15% of its air time to commercials. - The sales were increased by 15% and not the time allocated to commercials. The time allocated might be more or might be less. Hence, this is also incorrect.

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