Abstract: The purpose of this paper is to analyze the evolution of research methods in business economics, with a special emphasis on the integration of digital tools and Big Data analytics. A systematic literature review was applied, focusing primarily on studies published in the last decade, comparing conventional qualitative and quantitative approaches with digital methods (e.g., data mining, sentiment analysis, machine learning). The synthesis indicates a growing use of hybrid (mixed) designs that combine in-depth understanding via case studies, interviews, and surveys with advanced statistical processing of large, often unstructured datasets. Key challenges of digital approaches include privacy and ethics, data quality, and the need for interdisciplinary skills. The paper provides a comparative decision framework and practical guidelines for researchers and managers operating in a dynamic business environment.

Keywords: big data; business economics; mixed methods; research methodology; statistical analysis.