Chapter 3: Decision Analysis: Instructor: Dr. Huynh Thi Ngoc Hien Email: Htnhien@hcmiu - Edu.vn
Chapter 3: Decision Analysis: Instructor: Dr. Huynh Thi Ngoc Hien Email: Htnhien@hcmiu - Edu.vn
methods for
business
Chapter 3: Decision Analysis
PART 1
• The Six Steps in Decision Making
• Types of Decision-Making Environments
• Decision Making under Uncertainty
• Decision Making under Risk
• Sensitivity Analysis
PART 2
• Decision Trees
• How Probability Values Are Estimated by Bayesian Analysis
• Utility Theory
PART 1
DECISION ANALYSIS
Six steps in decision analysis
Thompson Lumber
company STATE OF NATURE
FAVORABLE UNFAVORABLE
ALTERNATIVE MARKET ($) MARKET ($)
Do nothing 0 0
Type of Decision Making Environment
Ex: $1000 invest for 1-year 1. Maximax (optimistic) 1. Expected monetary value
period 2. Maximin (pessimistic) (EMV)
Alternatives: invest in gov bond: 3. Criterion of realism 2. Expected value of perfect
5%/year, open a saving account: (Hurwicz) information (EVPI)
6%/year 4. Equally likely (Laplace) 3. Expected value with
5. Minimax Regret perfect information
(EVwPI)
4. Expected opportunity loss
Decision making under uncertainty
STATE OF NATURE
FAVORABLE UNFAVORABLE ROW
ALTERNATIVE MARKET ($) MARKET ($) AVERAGE ($)
Construct a large
200,000 –180,000 10,000
plant
Construct a small
100,000 –20,000 40,000
plant
Equally likely
Do nothing 0 0 0
Decision making under uncertainty
STATE OF NATURE
FAVORABLE UNFAVORABLE MAXIMUM IN
ALTERNATIVE MARKET ($) MARKET ($) A ROW ($)
Construct a large
0 180,000 180,000
plant
Construct a small
100,000 20,000 100,000
plant
Minimax
Do nothing 200,000 0 200,000
Decision making under risk
• Decision making when there are several possible states of
nature and we know the probabilities associated with each
possible state.
• Most popular method is to choose the alternative with the
highest expected monetary value (EMV)
• The expected value or the mean value (EMV) is the long
run average value of that decision.
• EMV for an alternative is just the sum of possible payoffs of
the alternative, each weighted by the probability of that
payoff occurring.
Largest EMV
Decision making under risk
Expected value of perfect information
Two steps processes:
1. Determine the Expected Value with Perfect Information
2. Compute Expected Value of Perfect Information (EVPI)
■ EVwPI is the long run average return if we have perfect
information before a decision is made.
EVwPI = (best payoff for first state of nature)
x (probability of first state of nature)
+ (best payoff for second state of nature)
x (probability of second state of nature)
+ … + (best payoff for last state of nature)
x (probability of last state of nature)
■ EVPI places an upper bound on what you should pay for
additional information.
EVPI = EVwPI – Maximum EMV
Decision making under risk
Expected value of perfect information
■ Scientific Marketing, Inc. offers analysis that will
provide certainty about market conditions (favorable)
■ Additional information will cost $65,000
■ Is it worth purchasing the information?
With perfect information
Best alternative (max EMV) for favorable state
Thompson Lumber of nature is build a large plant with a payoff of
company STATE OF NATURE $200,000
Best alternative (max EMV) for unfavorable
UNFAVORA state of nature is to do nothing with a payoff of
FAVORABLE BLE $0
ALTERNATIVE MARKET ($) MARKET ($)
EVwPI = ($200,000)(0.50) + ($0)(0.50) =
Construct a large plant $100,000
200,000 –180,000
The maximum EMV without additional
Construct a small plant information is $40,000
100,000 –20,000
EVPI = EVwPI – Maximum EMV without PI
Do nothing = $100,000 - $40,000
0 0
= $60,000
STATE OF NATURE
FAVORABLE UNFAVORABLE
ALTERNATIVE MARKET ($) MARKET ($) EOL
Construct a large plant 0 180,000 90,000
Construct a small
100,000 20,000 60,000
plant
Do nothing 200,000 0 100,000
Probabilities 0.50 0.50
Minimum EOL
rge plant) = (0.50)($0) + (0.50)($180,000)
= $90,000
mall plant) = (0.50)($100,000) + (0.50)($20,000)
= $60,000
o nothing) = (0.50)($200,000) + (0.50)($0)
= $100,000
SENSITIVITY ANALYSIS
Sensitivity analysis examines how our decision might
change with different input data
For the Thompson Lumber example
–$200,000
Point 2:
Point 1:
EMV(small plant) = EMV(large plant)
EMV(do nothing) = EMV(small plant)
$120,000 P $20,000 $380,000 P $180,000
20,000
0 $120,000 P $20,000 P 0.167 160,000
120,000 P 0.615
260,000
Using Excel QM
HOMEWORK
• Assignments (Chapter 3): 3-17, 3-20, 3-23, 3-25, 3-28
and 3-29. (It is better if you can do all problems in the
textbook ^_^)
• One-page summary of Decision Analysis – Part 1
PART 2
DECISION TREE
1. Develop accurate and useful decision trees
2. Revise probabilities using Bayesian analysis
3. Understand the importance and use of utility theory in
decision making
4. Use computers to solve basic decision-making problems
A 3-min instruction on how to
Structure of Decision Trees draw a decision tree
https://youtu.be/ydvnVw80I_8
■ Trees start from left to right
■ Represent decisions and outcomes in sequential
order
■ Squares represent decision nodes
■ Circles represent states of nature nodes
■ Lines or branches connect the decisions nodes
and the states of nature
decision nodes
STATE OF NATURE
FAVORABLE UNFAVORABLE
ALTERNATIVE MARKET ($) MARKET ($)
Construct a large plant 200,000 –180,000
Construct a small plant 100,000 –20,000
Do nothing 0 0
STATE OF NATURE
FAVORABL
E UNFAVORABLE
EXAMPLE 1.1 ALTERNATIVE MARKET ($) MARKET ($)
Construct a
–180,000
large plant 200,000
Construct a
–20,000
small plant 100,000
Do nothing 0
0
EMV for Node 1 = (0.5)($200,000) + (0.5)(–$180,000)
= $10,000
Payoffs
Favorable Market (0.5)
$200,000
Alternative with best
EMV is selected 1
Unfavorable Market (0.5)
–$180,000
u ct t
n st P l a n
r
Co rge
La Favorable Market (0.5)
$100,000
Construct
2
Small Plant Unfavorable Market (0.5)
–$20,000
Do
No
th EMV for Node 2 = (0.5)($100,000)
ing
= $40,000 + (0.5)(–$20,000)
$0
EXAMPLE 1.2
A MORE COMPLEX DECISION FOR
THOMPSOM LUMBER – SAMPLE
INFORMATION
Let’s say that John Thompson has two decisions to make, with the second
decision dependent on the outcome of the first. Before deciding about
building a new plant, John has the option of conducting his own
marketing research survey, at a cost at $10,000. The information from
his survey could help him decide whether to construct a large plant, a
small plant, or not to build at all. John recognizes that such a market
survey will not provide him perfect information, but it may help quite
a bit nevertheless.
•There is a 45% chance that the survey will indicate a favorable market.
•78% is the probability of a actual favorable market given a favorable result from the
market survey.
•There is a 27% chance the market will be actually favorable given that John’s survey
results are negative.
Thompson’s Complex Decision Tree
tiv $90,000
ke
e Small
5 Unfavorable Market (0.73)
ar
Plant –$30,000
M
ct
u
No Plant
nd
–$10,000
Co
$106,400
–$190,000
a rge $63,600 Favorable Market (0.78)
L $90,000
) Small
.45 Plant 3 Unfavorable Market (0.22)
–$30,000
(0
e y ts le
u rv sul ab No Plant
–$10,000
S Re vor
S a
1 urveF –$87,400 Favorable Market (0.27)
$190,000
y
y
ve
R t
Ne esu (0.5 Pla
n 4 Unfavorable Market (0.73)
ur
–$190,000
5) ge
tS
ga lts r $2,400
$2,400
La Favorable Market (0.27)
tiv Small $90,000
ke
Plant –$30,000
M
ct
No Plant
du
–$10,000
on
$49,200
C
tS g
urv Lar $40,000 Favorable Market (0.50)
$100,000
e y Small
7 Unfavorable Market (0.50)
Plant –$20,000
No Plant
$0
Note: The cost of the sample information is added to this since this was
subtracted from all the payoffs before the EV with SI was calculated.
Sensitivity analysis
• Let p be the probability of favorable survey results.
STATE OF NATURE
RESULT OF FAVORABLE MARKET UNFAVORABLE MARKET
SURVEY (FM) (UM)
Positive (predicts P (survey positive | FM) P (survey positive | UM)
favorable market
for product) = 0.70 = 0.20
Negative (predicts
unfavorable P (survey negative | FM) P (survey negative | UM)
market for = 0.30 = 0.80
product)
Calculating Revised Probabilities using Bayes theorem
(1) Or (2)
For this example,
A and A’ will represent a favorable market (FM) and an unfavorable market (UM), respectively.
B and B’ will represent a positive survey and a negative survey, respectively.
POSTERIOR PROBABILITY
CONDITIONAL
PROBABILITY P(STATE OF
STATE OF P(SURVEY POSITIVE | PRIOR JOINT NATURE | SURVEY
NATURE STATE OF NATURE) PROBABILITY PROBABILITY POSITIVE)
FM 0.70 X 0.50 = 0.35 0.35/0.45 = 0.78
UM 0.20 X 0.50 = 0.10 0.10/0.45 = 0.22
P(survey results positive) = 0.45 1.00
P ( survey positive | FM ) P ( FM )
P (FM | survey positive)
P(survey positive |FM) P(FM) P(survey positive |UM) P(UM)
(0.70)(0.50) 0.35
0.78
(0.70)(0.50) (0.20)(0.50) 0.45
• Utility assessment assigns the worst outcome a utility of 0, and the best outcome, a utility of 1.
• A standard gamble is used to determine utility values.
• When you are indifferent, the utility values are equal.
Expected utility of alternative 2 = Expected utility of alternative 1
Utility of other outcome = (p)(utility of best outcome, which is 1)
+ (1 – p)(utility of the worst outcome, which is 0) = (p)(1) + (1 – p)(0) = p
Alte
rna
tive Other Outcome
2
Utility = p
Investment Example Utility Theory
• Jane Dickson wants to construct a utility curve revealing her preference for money
between $0 and $10,000. A utility curve plots the utility value versus the monetary
value
• An investment in a bank will result in $5,000
• An investment in real estate will result in $0 or $10,000
• Unless there is an 80% chance of getting $10,000 from the real estate deal, Jane
would prefer to have her money in the bank
• So if p = 0.80, Jane is indifferent between the bank or the real estate investment
p = 0.80 $10,000
U($10,000) = 1.0
est in
Inv state (1 – p) = 0.20
$0
ea lE
R U($0.00) = 0.0
Inv
est
in B
an k
$5,000
U($5,000) = p = 0.8
0.5 –
0.4 –
0.3 –
0.2 –
0.1 – U ($0) = 0
| | | | | | | | | | |
$0 $1,000 $3,000 $5,000 $7,000 $10,000
Monetary Value
Utility Curve
Utility Curve Utility Theory
Draw a completed decision tree for the problem including all the information of
payoffs, probabilities, and EMVs and then give recommendations to the group.
PRACTICE A.2: AN EVEN MORE COMPLEX
AND TIRED DECISION FOR QM CLASS –
SAMPLE INFORMATION
Since the fluctuation of the market condition, the group is also thinking about hiring their
old marketing professor to conduct a marketing research study. If the market is actual good,
the study result will indicate 50% of good market, 30% of fair market, and 20% of poor
market. If the market is actually fair, the study result will indicate 20% of good market,
60% of fair market, and 20% of poor market. If the market is actually poor, the study result
will indicate 25% of good market, 25% of fair market, and 50% of poor market. Since the
cost of the study they are announced is $2000 that is relatively high for them, they are not
sure whether the study worth the cost. For such complication, the group are really confused.
•Use Bayes theorem to calculate the revised probabilities.
•Draw a completed decision tree.
•Is it worth to pay for the research study?
Homework:
1.Assignments (Chapter 3): 3-34, 3-36, 3-37, 3-39, 3-41,
3-42, 3-48 and 3-52. (It is better if you can do all
problems in the textbook ^_^)
2.One-page summary of chapter 3 - part 2.