Chapter 13 – Decision Analysis
The company has a choice of two research firms to obtain information for this product. Stanton Marketing has market
indicators, I1 and I2 for which P(I1 | s1) = .7 and P(I1 | s2) = .4. New World Marketing has indicators J1 and J2 for which
P(J1 | s1) = .6 and P(J1 | s2) = .3.
What is the optimal decision if neither firm is used? Over what probability of success range
is this decision optimal?
Find the EVSIs and efficiencies for Stanton and New World.
If both firms charge $5,000, which firm should be hired?
If Stanton charges $10,000 and New World charges $4,000, which firm should Super Cola
hire? Why?
Introduce root beer; p ≤ .483
The answers to (c)-(e) are very sensitive to roundoff error.
Figures in parentheses are for two decimal places only.
Stanton: EVSI = $13,200 ($11,862)
Computing branch probabilities
72. Dollar Department Stores has just acquired the chain of Wenthrope and Sons Custom Jewelers. Dollar has received an
offer from Harris Diamonds to purchase the Wenthrope store on Grove Street for $120,000. Dollar has determined
probability estimates of the store’s future profitability, based on economic outcomes, as: P($80,000) = .2, P($100,000) =
.3, P($120,000) = .1, and P($140,000) = .4.
Should Dollar sell the store on Grove Street?
Dollar can have an economic forecast performed, costing $10,000, that produces indicators
I1 and I2, for which P(I1 | 80,000) = .1; P(I1 | 100,000) = .2; P(I1 | 120,000) = .6; P(I1 |
140,000) = .3. Should Dollar purchase the forecast?
No; survey cost exceeds EVPI
Computing branch probabilities
73. An appliance dealer must decide how many (if any) new microwave ovens to order for next month. The ovens cost
$220 and sell for $300. Because the oven company is coming out with a new product line in two months, any ovens not
sold next month will have to be sold at the dealer’s half price clearance sale. Additionally, the appliance dealer feels he
suffers a loss of $25 for every oven demanded when he is out of stock. On the basis of past months’ sales data, the dealer
estimates the probabilities of monthly demand (D) for 0, 1, 2, or 3 ovens to be .3, .4, .2, and .1, respectively.
The dealer is considering conducting a telephone survey on the customers’ attitudes towards microwave ovens. The results
of the survey will either be favorable (F), unfavorable (U) or no opinion (N). The dealer’s probability estimates for the