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 ex- changes of measurable influxes at the receiver level)