Abstract:

The world economic crisis has had fundamental repercussions on marketing and qualitative studies. The need for exactitude and the increased culture of economic actors have resulted, to a certain extent, in the breakdown of the barrier which existed between universities and marketing. We have seen the arrival of micro-computing and at the same time, the changing of conceptions from dynamic to cybernetic notions; all of this has led researchers to consider communication as being made up of the message which has been transmitted and of its feedback (and no longer as the exchanges of measurable influxes at the receiver level).