Question 1

i.

 The contract will entail contacting a survey contacted in the six towns to know the

current position of the breakfast products as far as uptake of products, satisfaction level

of customers and ranking of products is concerned. After the survey done through

interviews in the outlets an awareness campaign for the products.

 The campaign will last for 3 months with 8 hours of work daily

 The breakfast company will have to provide with confidential information

 The consultant shall conform to very high standards of business and work ethics.

 During the three months of work consultant shall not use external services in performing

duties of the company.

 Consultant shall give weekly reports to the company

 The company is expecting the consultant to reach to more and create awareness of the

product to than 5 million people

ii.

Depending on the need of the study the following are the guiding research questions:

 What is then market uptake of the breakfast products in all the six towns?

 What is the satisfaction level of the customers in all the six outlets?

 What is the ranking of ranking of the products according to people’s preferences?

 What are some the things the company needs to do address market, uptake, satisfaction

level, and ranking of products?

  What are the fundamental economic, cultural, social and religious perspectives of the six

major towns?

 What is the market position of the products as far market competition is concerned?

iii.

Yes, I would recommend a review of pertinent literature. This is because pertinent literature will

bring a foundation of the topic about breakfast products and the customers. The pertinent

literature will help in increasing knowledge on how the issue has been handled before. It will be

a good way to lean and relate to others who have been in this position before. Reading the first

person of others will be a good way of the consultant to immerse in a different figure and

mindset on how people think and feel.

iv.

The target population for breakfast products is wide but it will be good that for the cereals we

target children around the age of six. Parents of these kids would want a different type of

breakfast cereal than retired individuals who are more than 56 years old. So, the products have to

target almost everyone, different type of breakfast products will target different customers, for

instance, kids, athletes and old people. Customer segmentation will be a huge target of the

company.

v.

I will adopt a descriptive research design because it fits well for this study. Descriptive research

design will be good for product development because it helps in systematically and accurately

describing a population, phenomenon and situation. It is good for us because it will help in

answering questions like where, what and how. it is the best research design because it has the
ability to use a wide variety of research methods to carry out investigation of one or more types

of variables.

vi.

Because of the different economic, cultural and other types of differences in the sampling

market, purposeful type of sampling would do better in focusing on a particular characteristic.

The markets where the company operates are different in terms of social, economic, cultural and

religious perspectives. purposeful sampling will help in focusing to the population of interest.

This will be the best way to enable us to answer the research questions.

vii.

The things I would put into consideration when presenting the results is the accuracy, the

significance in changing the situation of the company and how they respect the ethics of the

company. The first thing is the relevance of the results to the company in terms of the research

questions. How useful are the result? Are they accurate enough? The last thing is considering the

ethics and values of the company.