Big data as a research technology: possibilities and limitations of its application in contemporary managerial practices

The paper discusses the controversial issues of applying big data in modern organizations. It shows that the emergence of big data as an independent research technology is associated with the existing processes of mediatization and datification. A review of polarized points of view on the potential of big data in solving research problems of organizations (the analysis of behavior patterns, market forecasting, etc.) is carried out. The authors note that the ideology of dataism present in a part of the management community generates risks for the managerial system. The development of research technologies is related to combining big data with a qualitative methodology. This approach will not only allow the collection and rapid aggregation of a wide range of data, but it will also provide the opportunity to contextualize data with the sociocultural content