The manager of the Regal Beverage Company must decide whether or not to market a new soft drink flavor. The new drink's success depends heavily on consumer reaction to it. An initial decision analysis based on the available data reveals that the expected monetary value of marketing the new drink is -$200,000. The E

MV of buying perfect information for this decision is $50,000. A market research firm offers to do market research for RBC at a cost of $30,000. Although not perfect, the market research should give RBC some informaiton about potential customer reaction to the new flavor. Based on EMV analysis, what should RBC's manager do?

1- Buy the research firm's sample information

2- Market the new drink instead of buying the research firm's sample information

3- NEither buy the research firm's sample information nor market the new drink.

4- The answer cannot be determined from the information provided.