- Industry specialization
- Social and Political research
- Marketing Research
- Customer satisfaction study
- Package test
- Price studies
- Segmentation, lifestyle
- Positioning, brand image
- Product test
- Advertising concept test
- Study of the Effectiveness of an Advertising Campaign
- Price and Distribution Check
- Tracking study
- Mystery Shopping
- Evaluating the effectiveness of RM programs
- Usage and Attitude ( U & A) Studies
- Product Concept Test
- Business-to-business research
- Advertising research
- Car Clinic and Test Drive
- Format of results
- Request for quotation
A Lady Boss
The traditional celebration of the International Women’s Day first incurred in 1910 and was initially meant as the day associated with struggle for granting to women electoral rights and equal with men labor remuneration. Today even more women take on senior positions in business sector and government authorities. In anticipation of this holiday Bashkirova and partners has conducted a survey to learn how Russians view female bosses. The study was carried out in February this year.
The total majority of respondents (83%) believe women fit perfectly with senior positions in business. 15% of Russian interviewees stick to an opposite opinion. Despite the common traditionally patriarchal (Man’s) culture values still dominating in the Russian society, we could give multiple examples of women successfully managing large businesses (e.g., PepsiCo, IBM, Xerox, Hewlett-Packard), and able to shake the embedded stereotypes.
Above three fourth of Russians (77% or respondents interviewed) are inclined to think women are capable of managing national government, and holding senior positions in executive and legislative authorities. One-fifth of the survey participants (19%) believe activity of female officials is non-effective. In this case Man focused stereotypes are found conflicting with common and well-known examples of successful female politicians. Thus just listing world famous female presidents and female prime-ministers, such as M. Thatcher, A.Merkel, K.Kirchner, is showing how actual reality differs from the common myth.
By and large despite that the patriarchal traditions are still quite common in everyday life, the most of Russians have already got used to the thinking that ladies, holding senior positions in business and authorities, might make deserving executives.
The study was conducted in February 2014 based on all-Russia representative random route sample in adult urban dwellers (18+) using face-to-face interview method in place of residence. Altogether 1000 respondents in 8 federal districts, 150 settlements have been interviewed. The sample error makes up 3,1%.