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Question: Jim Sellers is thinking about producing a


Jim Sellers is thinking about producing a new type of electric razor for men. If the market were favorable, he would get a return of $100,000, but if the market for this new type of razor were unfavorable, he would lose $60,000. Since Ron Bush is a good friend of Jim Sellers, Jim is considering the possibility of using Bush Marketing Research to gather additional information about the market for the razor. Ron has suggested that Jim use either a survey or a pilot study to test the market. The survey would be a sophisticated questionnaire administered to a test market. It will cost $5,000. Another alternative is to run a pilot study. This would involve producing a limited number of the new razors and trying to sell them in two cities that are typical of American cities. The pilot study is more accurate but is also more expensive. It will cost $20,000. Ron Bush has suggested that it would be a good idea for Jim to conduct either the survey or the pilot before Jim makes the decision concerning whether to produce the new razor. But Jim is not sure if the value of the survey or the pilot is worth the cost.
Jim estimates that the probability of a successful market without performing a survey or pilot study is 0.5. Furthermore, the probability of a favorable survey result given a favorable market for razors is 0.7, and the probability of a favorable survey result given an unsuccessful market for razors is 0.2. In addition, the probability of an unfavorable pilot study given an unfavorable market is 0.9, and the probability of an unsuccessful pilot study result given a favorable market for razors is 0.2.

(a) Draw the decision tree for this problem without the probability values.
(b) Compute the revised probabilities needed to complete the decision, and place these values in the decision tree.
(c) What is the best decision for Jim? Use EMV as the decision criterion.


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> What is the break-even point? What parameters are necessary to find it?

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> Managers are quick to claim that quantitative analysts talk to them in a jargon that does not sound like English. List four terms that might not be understood by a manager. Then explain in nontechnical language what each term means.

> Describe how you would determine the best decision using the EMV criterion with a decision tree.

> What is a random variable? What are the various types of random variables?

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> For each of the following F values, determine whether the probability indicated is greater than or less than 1%: (a) P(F5,4 > 14) (b) P(F6,3 > 30) (c) P(F10,12 > 4.2) (d) P(F2,3 > 35) (e) P(F2,3 < 35)

> For each of the following F values, determine whether the probability indicated is greater than or less than 5%: (a) P(F3,4 > 6.8) (b) P(F7,3 > 3.6) (c) P(F20,20 > 2.6) (d) P(F7,5 > 5.1) (e) P(F7,5 < 5.1)

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