24 2. Introducing Uncertainty and Time
search is better than researching both simultan eously. We can now de-
duce that researching only one of the group s cannot be optimal either.
The reason is th at it is less inform ative than researching both, so th e
expected payoff could not be higher than $0.456 million for any other
reason than the fact that it is cheaper by $(15 −1=05) million. This
means that the expected value (EV ) of a plan where only one group is
researc h ed must be lower than ($0456 + $05=$0956) million. Thus
the $1.1 million value from no research is still the highest. Similar ly,
consider the possibilit y of researc hing both groups sequentially. This is,
at best, equally infor m ative as researchin g both groups simultan eously.
It offers the added option of stopping the research after finding out
the results for one group, and thu s potentially a saving of $0.5 million
comp ared to the cost of researc hin g both sim u lta neou sly. Again, this
cost-saving could not increase the EV to abo ve $0.956, so the optimal
plan of action for part a) is not affected.
(d) Suppose that demand is not independen t across demographics after all,
but instead is perfectly correlated (i.e., if deman d is high in one dem o-
graphic , then it is for sure high in the oth er one as w ell). How, if at all,
w ould that change y our answer to part c)?
Answ er: Now researc h ing either one of the demog raphic groups is
just as in formative as resea rching both (bu t c h ea per, at $1 million);
it tells WakTek whether the dem a nd is high for both groups or low for
both groups. In this case the optimal decision w o uld be to research one
(doesn’t matter which) group, and do the safety testing if the dema nd
is high for both group s, then build the production line and launch the
product unless deemed unsafe; This results in EV of $1.7375 million.
The follow ing figure show s the decision tree.
3
3
Note that exp ected values are not directly axoected by the correlation so the E V of no research is still 1.1.
However, the correlation of dem ands is goo d for WakTek, not just b ecause it m akes m arket research cheap er.
For example, compared to the case (in part c) w here WakTek researches b oth groups simultaneously, one ad ded
benefit here is that WakTek will n ever have to “waste” the cost of safety-testing in the event where the result
turns out to be “safe for old only,” which leads to exit.