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Value of perfect and sample information
A firm is considering the marketing of a new product which will either be a success or a failure. The prior probability of success is judged to be 0.3. If the product is marketed and is a success the firm expects to earn $500 000, while a failure is expected to lead to a loss of $300 000.
(a) Should the product be marketed? Why?
(b) What is the expected value of perfect information about the success or failure of the product
The firm is considering a market survey whose results can be classified as favourable, neutral or unfavourable. Some of the conditional probabilities are:
p(favourable|success) = 0.6 p(neutral|success) = 0.3 p(neutral|failure) = 0.2, p(unfavourable|failure) = 0.7.
(c) What is the posterior probability of success given a favourable survey result?
(d) What is the maximum the firm should be willing to pay for the market survey?
Factors which must be taken in account when making decisions regarding price, such as any change in risk involved in cost-volume-profit structure; the link between short- and long-run prices
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