Review the Moira Mondragon video. Suppose Moira does some market research and finds that her clients will not remain loyal if she increases the price even a little (that was an unproven assumption of the numerical analysis). However, she has also found strong evidence that a little increase in her research efforts will dramatically increase units sold. Now Moira must choose between increasing the variable component of research or the fixed component, either of which will work to increase units sold. Explain to Moira what she should do and why.