Marketing Research in the Marketing Information System

Abstract

Odessa State Academy of Civil Engineering and Architecture MARKETING RESEARCH IN THE MARKETING INFORMATION SYSTEMFormulation of the problem. In the current conditions of globalization, the theory of marketing information has become a very relevant section of marketing, as the scientific basis of the processes of reducing market uncertainty in the face of increasing business risks.The need for information determines the performance of marketing research, the main task of which is to avoid inaccurate assessments, risks and unjustified costs -monetary efforts, time in making management decisions.Market research, including the study and forecasting of its market conditions, the calculation of its capacity, the definition of projected sales, analyzing consumer and competitor behavior, and the competitive environment as a whole.The purpose of marketing research is to provide the company with reliable and reliable information about the market, the structure and dynamics of demand, the tastes and desires of consumers, the creation of an assortment that meets the market requirements and satisfies demand better than the products of a competitor.Systematic market research, that is, market research, enables the formation of an information base for effective business management.Analysis of recent research. Marketing studies in both theoretical and practical aspects are devoted to many works of domestic and foreign authors. Among them are the work of such foreign researchers as I.