2. Opinion: Target should add a full grocery selection to the stores that remain without it. If they do this, Target's apparel business will double in each of these stores. Substantiation: "Wal-Mart believes so strongly in the synergy between grocery and the rest of heir business, they have decided that every new Wal-Mart store will be built to accommodate grocery. They measured customer traffic in existing Wal-Mart units before and after grocery was added. They found that with the addition of grocery, customer visits actually doubled." [WWD, 9- 22-11, "An Interview with Top Management"] Questions: (answer) 2a. Why isn't this substantiation convincing? 2b. What type of information would be convincing?

Fig: 1