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Management Studies

Question: As part of its bankruptcy restructuring, General Motors (GM) launched an ad campaign that revealed glimmers of a streamlined GM: fewer brands (Cadillac, Buick, Chevrolet, GMC) and fewer models within each brand.

a What research would you have done to determine which vehicle models GM should retain and which it should drop?

b What would you have measured and with what type of measurement scale?

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