After a series of extensive meetings, several of the key decisionmakers for a small marketing firm have produced the following payoff table (expected profit per customer) for various advertising strategies and two possible states of the economy. Complete parts (a) and (b). Action Prime Time Ad Targeted Web Marketing Direct Mail Piece Consumer Confidence Rising Falling $21.00 $4.00 $12.50 $11.00 $9.00 a) Using the probability of 0.80 for rising consumer confidence, what is the expected value of perfect information (EVPI)? $16.00

A First Course in Probability (10th Edition)
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Author:Sheldon Ross
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Chapter1: Combinatorial Analysis
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After a series of extensive meetings, several of the key
decisionmakers for a small marketing firm have produced
the following payoff table (expected profit per customer)
for various advertising strategies and two possible states
of the economy. Complete parts (a) and (b).
Action
Prime Time Ad
Targeted Web
Marketing
Direct Mail Piece
Consumer Confidence
Rising Falling
$21.00
$4.00
$12.50
$11.00
$16.00
$9.00
a) Using the probability of 0.80 for rising consumer confidence, what is the expected value of perfect
information (EVPI)?
(Simplify your answer.)
Transcribed Image Text:After a series of extensive meetings, several of the key decisionmakers for a small marketing firm have produced the following payoff table (expected profit per customer) for various advertising strategies and two possible states of the economy. Complete parts (a) and (b). Action Prime Time Ad Targeted Web Marketing Direct Mail Piece Consumer Confidence Rising Falling $21.00 $4.00 $12.50 $11.00 $16.00 $9.00 a) Using the probability of 0.80 for rising consumer confidence, what is the expected value of perfect information (EVPI)? (Simplify your answer.)
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