UNIT II CASE STUDY MKT 8301

(Continuation) Wendys: History and Life After Dave Thomas

Review the case you read in Unit I,  starting on page 761 of your textbook. After reviewing the case,  address the following topics.  

1. Discuss the role of experimentation in helping Wendys 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, one of which must come from  the CSU Online Library. 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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