The article outlines the main directions which orientates the research on dimensions of rural market using the following indexes: level of market concentration, commercial gravitation, migration of demand. It presents: a) the methods of indirect research of consumers’ demand, which are based on collection of information from balance of income, purchasing fond of rural population; b) methods of direct research of consumers’ demand – empirical observation, questionnaire and consumer’s panel. The author suggests to use the concept of innovation marketing in enhancement of research of rural market, including: research of innovation market conjecture, selection and promotion of innovation on the market. Therefore the measures of innovation marketing are oriented towards new and competitive ideas on the market, including: analysis of market know-how, research of innovation market compare to traditional market, positioning of innovation on the market.