A. 27.4%
B. 53.6%
C. 32.97%
D. 38.7%
The Consumer- Mart Company is going to introduce a new consumer product. If
brought to market without research about consumer tastes the firm believes that there is
a 60% chance that the product will be successful. If successful, the project has a NPV =
$500,000. If the product is a failure (40%) and withdrawn from the market, then NPV =
-$100,000. A consumer survey will cost $60,000 and delay the introduction by one year.
If the survey is successful, then there is an 80% chance of consumer acceptance, in
which case the NPV = $500,000. If, on the other hand the survey is a failure, then NPV
= -$100,000. The discount rate is 10%. By how much does the marketing survey change
the expected net present value of the project? (approximately)
A. Increase the NPV by $25,455
B. decrease the NPV by $5950
C. decrease the NPV by $8955
D. decrease the NPV by $25,455