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As part of its bankruptcy restructuring, General Motors (GM) launched a new ad campaign on June 3, 2009, that was meant to feature a streamlined GM: fewer brands—including the Cadillac™, Buick™, Chevrolet™, and GMC™ brands—and fewer models within each brand. What research would you have done to determine which vehicles models GM should retain and which it should drop? What would you have measured and with what type of measurement scale?
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