Features of the choice of indicators in marketing research of the consumer market for publishing products

In the scientific world, there has long been a debate about which of the methods of collecting primary information is the most flexible and reliable, but all attempts to reduce the assessment of the quality of the survey on average to a specific technique for collecting information, a research plan, the type of data analysis or the nature of the use of the information obtained did not justify themselves. The authors consider the survey method of J. Gallup, who was one of the first to use customer surveys specifically for market research. The Gallup method has certain advantages over other methods and has been continued within the framework of the theory of latent variables. The article describes two types of models with latent variables: models with effect indicators and models with cause indicators, which are used to effectively promote goods and services based on a survey of a certain sample of potential consumers. The rules for the search and selection of indicators are described when conducting marketing research in general, and, in particular, in the publishing market, taking into account the specifics of media products presented in this market. The authors highlighted a number of factors that must be taken into account when conducting marketing research on the publishing market and the media market.