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Statistics: Ad for Moisturizing Lotion; Adult Use of Sunscreen

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Can you assist me, in your own words, in setting up a full statistical and word explanation for the following:

a. In an ad for moisturizing lotion, the following claim is made: '..it's the #1 dermatologist recommended brand.' What is misleading about the claim?

b. In a recent article, the author states that 71% of adults do not use sunscreen. Although 71% is a large percentage. Why it could be misleading.

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Solution Summary

The solution discusses an ad for moisturizing lotion specifically adult use of sunscreen.

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This is very interesting, and I will explain the problems.

a. There is a claim that the product is #1. We need a lot of info in order to substantiate this claim.

Firstly, how many products were compared? Was it #1 amongst 100 products, or were there only 2 in the lineup?
Then, how many dermatologists were asked? If we asked 3 people, it has a lot less validity then if we asked 100 dermatologists to give their opinion.

As well, how was it tested? Was the cream scientifically tested on various attributes, and then was a mathematical model established to see which product tested the highest, and thus was recommended the most?

Was the test done blindly? I.e. - did the researchers show empty bottles, or was the labeling present? Perhaps the dermatologist has preconceived notions of a brand (either positive or negative), which would bias their opinion.
Finally, who did the testing? Was it an independent third ...

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