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Метод моментальной экологической оценки в социальных исследованиях: возможности и ограничения
This article focuses on the analysis of the current state of Ecological Momentary Assessment (EMA), a research methodology characterized by frequent real-time measurements in partici-pants’ everyday lives. Based on a review of contemporary scientific literature, the article high-lights the key advantages and challenges associated with the practical application of EMA in empirical social research. The advantages of EMA include the minimization of retrospective bias, high ecological validity, and highly detailed data resolution. Challenges associated with the method involve burden, fatigue, measurement reactivity, decreased motivation and en-gagement, data missingness, and the need to account for meso-context. The paper also identi-fies key solutions to these challenges and assesses their empirical support. Among the most supported solutions are the provision of financial incentives and personalized feedback, which have been shown to effectively address some of the method’s difficulties. On the other hand, solutions such as survey personalization and integration with other methods have not yet been empirically validated and require further investigation. Additionally, the article discusses potential directions for advancing EMA methodology and its applications within the social sciences. Despite EMA’s current limited popularity in this field, its considerable advantages make it particularly valuable for studying practices and interactions within groups and organi-zations. It is also useful for analyzing the impact of social context (such as physical locations and social ties) on individuals’ lives. Further development of the method, including empiri-cal validation, refinement, and comparative analysis of difficulties’ solutions, is anticipated to strengthen its benefits and enhance its overall applicability in empirical social research