Review article
https://doi.org/10.17559/JF-2026020000027
CONTEMPORARY TRENDS IN BUSINESS ECONOMICS RESEARCH METHODS: FROM TRADITIONAL TO DIGITAL APPROACHES
Mirko Cobović
orcid.org/0000-0001-7104-3321
; University of Slavonski Brod, Trg I. B. Mažuranić 2, 35000 Slavonski Brod, Croatia
*
* Corresponding author.
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.
Hrčak ID:
346744
URI
Publication date:
30.4.2026.
Visits: 250 *