TRADITIONAL AND MODERN METHODS OF SCIENTIFIC RESEARCH IN ECONOMICS: TRENDS IN CHANGES

Abstract

The article deepens the theoretical and methodological justification of the transformation of Marketing Research in the digital age, reveals the relationship between classical economic methods and the latest technologies.The object of research is the process of transformation of the methodological apparatus of scientific research in the economy under the influence of digital transformation and the transition to mixed methods of analyzing economic phenomena. Different approaches to the concept of "research methods" are substantiated as systematic strategies used to collect, analyze, and interpret data to answer research questions or test hypotheses; as systematic approaches used by researchers to collect, analyze, and interpret data related to different queries in different fields; as specific tools and procedures used to collect and analyze data (e.g. experiments, surveys, and statistical tests). The main groups of research methods are identified: qualitative, quantitative and mixed. Content analysis focuses on the study of human behavior, thoughts, and social dynamics and is used in marketing, psychology, social sciences, UX research, and anthropology. The scope, advantages and limitations of such qualitative research methods as in-depth interviews, focus groups, ethnographic research (observation), mobile ethnography, case study, content analysis are revealed. It is determined that quantitative research methods include the collection and analysis of numerical data to identify patterns, test hypotheses, and summarize results. The scope, advantages and limitations of such quantitative research methods as: oral and written (questionnaires) surveys; experimental studies; longitudinal (panel) studies; correlation and regression analysis are presented. Features and directions of application of mixed research methods are revealed: convergent parallel design, explanatory sequential design, research sequential design, embedded design. Two main trends that are driving changes in research are shown: the spread of artificial intelligence affects the way research is conducted and the convergence of quantitative and qualitative research projects as technology evolves.