Marketing Research in the Marketing Information System

The article defines the essence of the concept of marketing information, marketing research and a hierarchy of these concepts. The classification of marketing information, which has an applied focus on the creation of special databases, is analyzed. The essence of marketing research and their role in the marketing information system are described. It is substantiated that, in the context of uncertainty, the importance of effective operation of the marketing research subsystem, whose role is to collect the necessary information to make management decisions, increases, that are designed to eliminate market uncertainty and reduce the risks of entrepreneurial activity in the management decision-making process for problem areas of marketing.