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1. Baskin-Robbins Brand Officer Ken Kimmel felt it was important to conduct this study because_______________________________. (State the relevant background information used to justify their work.)
2. The main purpose of the Baskin-Robbins study was___________________________________ (State as accurately as possible their reasons for doing the study.)
3. They key questions the Baskin-Robbins brand team is addressing are_____________________________ (Identify the key questions in the minds of the case protagonists.)
4. The methods used by Kimmel and his team to identify the marketing research problem were___________________________. (Describe the general approach used and include details that include in evaluating the quality of the results.)
5. The most important understanding about Baskin-Robbins as an organization that led the firm to consider a new logo as part of problem definition was________________________________ (Identify the facts, observations, and/or data Kimmel and his team are using to support their conclusions. Be quantitative.)
6. The series of marketing research problem statements can be put into context by comparing each to______________________________ (Place the marketing research problem statement into other readily understood contexts.)
7. The main inferences/conclusions implied in this case pertaining to problem definition are__________________________ (Identify the key conclusions implied by the case.)
8. If we take this line of reasoning seriously, the implications for many others firms seeking to define the marketing research problem related to rebranding are_______________________________(What consequences are likely to follow if people take the brand teamâ??s reasoning seriously and apply them to other firms?)

• What is the role of marketing research in deciding whether to change the logo in this case?

Marketing research was dramatically important in this particular scenario at...