Herold Marketing Associates, Inc. - Page 24




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          Commissioner, 86 T.C. 547, 562 (1986); see also Pabst Brewing Co.            
          v. Commissioner, T.C. Memo. 1996-506.                                        
               We are not persuaded by either expert.  Petitioner's expert             
          was Edwin S. Mruk, senior partner and owner of Mruk & Partners.              
          He candidly stated that the companies he had used for comparison             
          were "reasonably comparable, not totally comparable."  He chose              
          these companies not because they were appropriate, but because               
          they were cited in an engineering report respondent used in                  
          making his determination in this matter.  Respondent's                       
          engineering report was not offered in evidence.  Mr. Mruk also               
          did not make an independent evaluation, preparing a rebuttal for             
          a document that is not part of the record.                                   
               Respondent's expert was James Carey, owner of a management              
          consulting firm, Carey Associates, Inc.  His conclusions were not            
          based on data from businesses that are akin to the business at               
          hand; i.e., medium-sized wholesalers of electronic components.               
          Some of the firms in his survey are, for example, software                   
          designers, rather than hardware distributors.  Others are large,             
          publicly traded corporations with sales far in excess of                     
          petitioner's.  We also question the reliability and validity of              
          Mr. Carey's sample size and data analysis.  He received replies              
          from only 40 out of nearly 1,200 persons to whom he directed his             
          mailing, and he pointed to no methodological guidelines that                 
          would indicate this small number was statistically reliable.  In             
          fact, on many occasions, persons failed to answer questions, and             
          Mr. Carey interpreted these omissions as negative responses.                 

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