As part of its bankruptcy restructuring, on June 3, 2009, General Motors (GM) debuted 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?