A leading multinational fast food brand introduced its first chain in Pakistan. The brand was launched after a successful direct marketing strategy and was a hit since day one with long queues and never ending orders. Suddenly, in the second month, all sales dropped and by the third month, the franchise was on the verge of bankruptcy. The CEO of the multinational brand became furious and decided to understand the root cause of this failure.

Your company was hired to research and see what went wrong with the main objective of exploring the issue and devising a strategy for the survival of the brand. Therefore, plan a qualitative research study, and:

a)Explain and justify your interpretative framework for this research.

b)Develop at least two main research questions for this research.

c)Devise and justify your methodology for this research.