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MARKET RESEARCH IN RUSSIA

By Tatiana Matyushina for Russia Business Watch, summer-fall 2007

Every so often American entrepreneurs and managers express the view that “there is no full-fledged marketing and, as a result, no competent and reliable market research in Russia.”

It is true that marketing came to Russia only in 1991; however, this new industry has really taken root. For almost 10 years, the development of marketing and market research industry in Russia has been rather marginal, advanced mainly through the efforts of large foreign companies entering Russia's consumer market. In 1996, for instance, the share of custom-tailored research services purchased by multinational corporations in Russia accounted for 85 percent of the total research sector sales, and the total value of the sector was approximately only $20 million.
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