39.        The conclusion in this Avia Airlines memorandum¹ is that a review of the airline's
baggage-handling procedures will not further its goal of maintaining or increasing the
number of Avia passengers. The author's line of reasoning is that the great majority of
Avia passengers are happy with baggage handling at the airline because only one
percent of passengers who traveled on Avia last year filed a complaint about Avia's
procedures. This argument is problematic in two important respects.
      First, the argument turns on the assumption that the 99 percent of Avia passengers
who did not complain were happy with the airline's baggage-handling procedures.
However, the author provides no evidence to support this assumption. The fact that, on
the average, 9 out of 1000 passengers took the time and effort to formally complain
indicates nothing about the experiences or attitudes of the remaining 991. It is possible
that many passengers were displeased² but too busy to formally complain, while others
had no opinion at all. Lacking more complete information about passengers' attitudes,
we cannot assume that the great majority of passengers who did not complain were
happy.
      Secondly³, in the absence of information about the number of passengers per flight
and about the complaint records of competing airlines, the statistics presented in the
memorandum might distort the seriousness of the problem. Given that most modern
aircraft carry as many as 300 to 500 passengers, it is possible that Avia received as
many as 4 or 5 complaints per flight. The author unfairly trivializes this record.
Moreover, the author fails to compare Avia's record with those of its competitors. It is
possible that a particular competitor received virtually no baggage-handling complaints
last year. If so, Avia's one percent complaint rate might be significant enough to
motivate customers to switch to another airline.
      In conclusion, the author has failed to demonstrate that a review of the baggage-
handling procedures at Avia Airlines is not needed to maintain or increase the number
of Avia's passengers. To strengthen the argument, the author must at the very least
provide affirmative evidence that most Avia passengers last year were indeed happy
with baggage-handling procedures. To better evaluate the argument, we would need
more information about the numbers of Avia passengers per flight last year and about
the baggage-handling records of Avia's competitors

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