MKTG 3710 WMU Study Guide, Practice Questions and Complete Course Review 2026

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MKTG 3710 WMU Study Guide, Practice Questions and Complete Course Review 2026

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MKTG 3710 WMU Study Guide, Practice Questions and Complete Course Review
2026

Quiz 1 Question 1 - ANS ✔✔search and search again for: information

Marketing Research - ANS ✔✔the function that links the consumer, customer, and public to the
marketer through information

Key Concepts - ANS ✔✔1. Function

2. Process

3. Systematic and Objective

4. Information

5. Link

Marketing research information is used for... - ANS ✔✔1. Identify and define marketing
opportunities and problems

2. Generate, refine and evaluate marketing actions

3. Monitor marketing performance

4. Improve understanding of marketing as a process

Market Research - ANS ✔✔A process used to define the size, location, and/or makeup of the
market for a product or service

How to classify market research - ANS ✔✔1. By data

2. By the type of research design/clarity of problem

3. By the application/use of the results

, Qualitive data - ANS ✔✔Small sample

Open ended ?s

Text data

Quantitive data - ANS ✔✔Large sample

Structures ?s

Number data

Type of research design - ANS ✔✔1. Exploratory- gain background info

2. Descriptive- describe marketing phenomena

3. Casual- test cause-effect relationships

Applied Market Research - ANS ✔✔Solve specific problems

Specific company

Private

Basic Market Research - ANS ✔✔Define marketing phenomena

Gain better understanding of marketing process

Immediate implications

Public

Role of Market Research in an Organization - ANS ✔✔1. Implement marketing concept- the
philosophy of modern marketing

2. To carry out strategic marketing- the practice of modern marketing

Customer Orientation - ANS ✔✔a. identify needs

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