Exclusive Footwear Ltd experiencing profit declining in recent times. It is evident that the current Pandemic situation is hampering everyone in the industry but their performance is declining more so than anyone else in the industry and hence the directors are keen on exploring relevant factors that may be responsible for such impacts on their performances. Shareholders are also concerned as their EPS has also declined. Thus, the company hires you as a researcher to conduct a thorough research on this matter. Firstly, some of the sales people mentioned that the customers are demanding more variety of products. Moreover, they are concerned that the raw material costs are increasing in the past couple of years. Due to this factor smaller firms are winding up their businesses and that to some extent lessening the tough competition in the market though. The finance manager highlights an important issue that recently the cost of capital has increased in the market and also the firm is paying off its large amount of debt in the past few years. On the other hand marketing manager said that overall marketing strategies should be re-structured, as they are not fit for the current market trend. Particularly, they highlighted that the firm should focus more on existing loyalty scheme and promotional activities of the firm. Keeping in mind the above mentioned issues; it deemed inevitable that a critical analysis be conducted to identify the factors that influences the performance of the Exclusive Footwear Ltd. Write a research proposal by addressing the following aspects:

1. Discuss measurement concept in order to measure the above-mentioned variables and discuss how you should measure all the variables that you have identified. Need proper justification for your proposed measurement technique as well.