The article is devoted to the analysis of the current state of the methodological debate. This is a classic debate, which, however, should not be oversimplified: methods, paradigms, and research strategies form systems that go beyond the qualitative vs. quantitative dichotomy. The debate is in the center of attention, because, firstly, empirical texts are now written, read and cited more often than theoretical ones, secondly, new data and methods of their analysis appear, and thirdly, there is a simultaneous emergence of common ground and deepening methodological contradictions.One of the key differences between qualitative and quantitative proponents is the paradigms that underpin their work. However, the correspondence between the paradigm and the method is not always universal: for example, in qualitative methodology, both interpretive and post-positivist trends can be observed, and some quantitative researchers are close to the ideas of author's reflection and standpoint.Tools based on artificial intelligence can simplify the work of a researcher by solving some of the routine tasks, while the availability of big data allows you to go beyond survey and statistical databases and analyze new fields. However, the development of new tools leads to a number of problems. These are issues related to digital literacy and skills inequality, ethics and non-transparency of data production. Collaborative methodological work may be able to mitigate these kinds of difficulties and strengthen the position of sociology in an era of changing data and competing approaches.