The manager of the Regal Beverage Company (RBC) 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 available data reveals that the expected monetary value of marketing the new drink is -$200,000. The EMV of buying perfect information for this decision is $50,000, as shown in the tree below. 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 information about potential customer reaction to the new flavor.