Evaluate the use of primary type scales in measuring consumer

Instructions
After reviewing the attached case, address the following topics.
1. Discuss the role of experimentation in helping Wendy’s determine its optimal level of advertising expenditures.
2. Evaluate the use of primary type scales in measuring consumer preferences for fast-food restaurants, and differentiate nominal, ordinal, interval, and ratio scales.
3. Compare and contrast the use of Likert, semantic differential, and Stapel scales in measuring consumer preferences for fast-food restaurants.
This assignment should be completed in at least two pages. You must utilize two scholarly, peer-reviewed journal articles to support your responses. All sources used must be published within the last 5 years only. Adhere to APA Style when constructing this assignment, including in-text citations and references for all sources that are used. Please note that no abstract is needed.

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