Answer:
C) gather the information since the net gain will be $100.
Explanation:
Customers information is always and if you are able to make gain money by containing information, it's even better. From an economic point of view, the research will generate a gain, therefore it should be carried out. It doesn't matter if the gain is large or small (better if its large), what matters is that it exists. So Joan should gather the information it even if the gain was only $1.