Swb Bellboy

What are the strongest arguments FOR SWB's claim from the study?

* Samples were selected on random basis by choosing every Nth customer. This ensures that there is no bias in the selection process and the sample population accurately represents the general population.

* Bellboy is a service offered to businesses only. And all the members of the sample pool are business, taking away any unwanted responses by other customers such as home users.

* Survey results indicate that there is demand in the market. And SWB could make a claim that, even though, from product standpoint Bellboy doesn't seem to differentiate itself, with the exception of size, the two existing player are not able to fulfill market demand for paging devices.

What are the strongest arguments AGAINST SWB's claim from the study?

* SWB used its current user base. There is no indication as to if all businesses use SWB for their phone service; if it is not the case, sample population is biased.

* Interviewer used TELEPHONE COMPANY in his/her introductions. This may bias the interviewee and his/her answers may not reflect true opinion on the paging device.

* While explaining what a paging device is, interviewer highlights Bellboy's advantage of being a small in size. This sounds more like a marketing campaign and may bias the survey response. Instead, the question could be framed to find out the impact of size on purchasing decision.

* The sample could be biased towards certain industries, and the projections could have been skewed accordingly.

* SWB used company sizes to project the revenues. However, the sample size could have been biased towards certain size of the companies.

* There is no explanation as to why SWB picked 382 as the sample size. This number could be smaller than what was needed to reach acceptable confidence interval.

* In order to go after unmet demand, Bellboy should offer features that customers are looking for but are not offered by the incumbent devices. There is no data gathered through survey to address this point. This strengthens the lawyer's comment that it only proves that there is demand it merely establishes the existence of a continuing market.