Abstract

This article presents a description of the methodological aspects of conducting (quantitative) scientific research. The publication focuses on the media industry, as it was the case in the previous article about methodological aspects of conducting qualitative research. The publication commences with an indication of scientific theory in the light of reference books, a definition and explanation of scientific research and its conduct, as well as a distinction between types of quantitative research. For the purpose of this article, a quantitative study was conducted in the form of a structured personal questionnaire on a group of 240 respondents in the period September-November 2023.The article determines the purpose of combining quantitative and qualitative research together with the relationship between combining research, methods, data, and results. It also features the benefits of using quantitative research. Subsequently, it indicates the types of research (quantitative methods) and describes their characteristics. The entire publication is concluded with a brief summary and a bibliography of the subject along with list of tables and list of figures.

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