Title: Request for Proposal - Market Research on Cheese in Canada Background Contexts: It has been documented that the consumption of cheese is an important aspect of Canadian food culture. Recent secondary information indicates cheese consumption peaked at 13.1 kilograms of cheese per person in 2021 (Shahbandeh). It is noted that there was a slight decrease in the estimated consumption in 2022 and 2023 to about 13 kilograms per person (Shahbandeh). Given this contextual background, your market research firm has been tasked with developing a Request for Proposal (RFP) or Research Brief for conducting market research on cheese consumption in Canada. The objective is to gather insights into consumers' cheese consumption habits, purchasing behaviours, preferred types and formats of cheese, usage patterns, and attitudes toward cheese consumption. Proposed Structure of the Request for Proposal The Request for Proposal must include the following elements: 1. TITLE PAGE (0.5 Mark) i. All students name and ID # ii. Professor's Name iii. Request for Proposal Title iv. Date of Submission 2. BACKGROUND AND LITERATURE REVIEW (300 - 500 words). 1 Marks ii. i. Provide a brief description of the topic. Description of the business situation (Secondary research with citations and references): i. The RFP should provide a background review of the secondary facts and figures with respect to marketing trends in Canada for the goods or services. ii. Note: Use articles and reports from credible journals, websites, books, and institutions, please provide at least 3 citations from sources to 5. METHODOLOGY (200-250 words) 1.5Marks The methodology will enable you to determine the means of gathering the data, which ensures the reliability of the market research. i. Write a brief description to justify the type of research method expected to be employed (survey, observation, experiment). ii. Explain the expected sampling procedure to be employed to collect (probability or non-probability sampling).