MIS Vs. Consumer Market Research

Consumer market research entails asking consumers about their opinions of certain products or services, including their suggestions. Consumer research information is converted into usable data, which is stored and managed by the MIS (Management Information Systems) professional.

Significance

Consumer research is the cornerstone of the data collection process, while MIS churns it into usable information. The interaction between the two is essential for developing timely marketing strategies.

Types of Consumer Research

Focus groups are often conducted to obtain initial consumer feedback about a specific product or concept, according to Marketingpsychology.com. The MIS professional can, in turn, enter this data into a database and produce management reports for further analysis.

Other Types of Consumer Research

Quantitative research is more detailed than a focus group and requires a larger sample of data, according to Marketresearchworld.com. This type of research is more representative of the total population, and is more likely to be used by marketing and MIS professionals for management decisions.

Effects

Managers who procure accurate information through consumer research and analyze timely MIS reports are more likely to have a positive effect on profits and sales.

Considerations

There is a difference between what consumers say they will do and their actual buying behavior. Thus, consumer research and MIS are never an exact science.

References

• MarketResearchWorld.net: Consumer Market Research
• MarketingPsychology.com: Using Consumer Market Research To Improve Sales
• MarketResearchWorld.net: What is Quantitative Research

Resources

• BLS.com: Computer and Information Systems Managers