Session 3

Qualitative Methodologies: Pros and Cons

What is Qualitative Research?

Qualitative research is an exploratory and inductive approach that provides a deep understanding of topics that can’t be reduced to numbers. There are four main qualitative research techniques.

Qualitative Research Techniques

A Closer Look at the Methods

  1. In-Depth Interview:
  • Aims to gather specific and detailed information through conversational narratives.
  1. Focus Group:
  • Involves collecting group discourse through in-depth exploration of the topic.
  • Provides a wealth of insights but demands rigorous data collection and participant commitment.
  1. Online Communities/Virtual Communities:
  • Assembles a group of individuals in a digital environment, such as a chat room, for moderated discussions.
  1. Observation/Ethnography:
  • Collects information through direct observation, often conducted by an interviewer.
  • Offers direct insights but requires a significant investment in terms of budget and time.

Pros and Cons of Qualitative Research


  • In-Depth Understanding: Qualitative research allows for a deep understanding of complex, non-quantifiable topics.
  • Rich Insights: It provides rich and detailed insights into consumer behavior, attitudes, and perceptions.
  • Exploratory: Ideal for exploring new or emerging topics, as it’s not bound by predefined questions.


  • Limited Generalizability: Findings from qualitative research may not be broadly applicable, as they are context-specific.
  • Resource-Intensive: Qualitative research can be time-consuming and may require a substantial budget.
  • Subjectivity: Results can be influenced by the researcher’s interpretation and bias.


Thank you for joining us in Episode 3 of the Zinklar Academy! We’ve delved into the world of qualitative research, its techniques, and the advantages and disadvantages associated with this approach.

In our next session, we’ll shift our focus to Quantitative Market Research. Stay tuned for more valuable insights!

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