medium · GMAT Verbal
An online retailer found that shoppers who received a follow-up email recommending related products after a purchase spent, on average, 20 percent more over the next month than shoppers who did not receive such an email. The retailer concluded that sending follow-up recommendation emails causes shoppers to spend more, and it plans to send these emails to all customers.
Which of the following would be most useful to know in evaluating the retailer's conclusion?
- Whether shoppers who received the follow-up emails were chosen because they had already shown a pattern of frequent, high-value purchasing.
- Whether the shoppers who received the follow-up recommendation emails happened to find those emails intrusive or annoying in tone.
- Whether the related products that were recommended within the follow-up emails were actually in stock at the time the emails were sent.
- Whether the personalized recommendation emails cost meaningfully more to produce and to send than the retailer's ordinary promotional emails.
- Whether the retailer's overall sales across all of its product categories increased substantially compared with the same month a year earlier.
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