The Role of Marketing Research in Bulgaria: Activities, Scope, and Importance

Abstract

ABSTRACT The end of 1989 marked the transition of Bulgaria from a planned economy to a free market economy. In this changing environment, marketing research was a necessary and effective device to obtain market information and design and implement strategies. The authors of the paper draw conclusions, with the benefit of empirical evidence, about the different types of marketing research services in Bulgaria and the nature of prospective changes. In particular, they propose a structural blueprint of evolving marketing research activities, their growth and importance, in Bulgaria.