Inventory of the J. Walter Thompson Company. Detroit Office. Goldfarb Consultants Ford Research Reports, 1974-1989
[top]Descriptive Summary
Repository
Rare Book, Manuscript, and Special Collections Library, Duke
University
Creator
J. Walter Thompson Company. Detroit
Office.
Title
J. Walter Thompson Company.
Detroit Office. Goldfarb Consultants Ford Research Reports,
1974-1989
Language of Material
Material
in English
Extent
2.4 Linear Feet
1800 Items
Abstract
1800 Items
The J. Walter Thompson
Company (JWT), founded in 1864, is one of the largest and oldest enduring
advertising agencies in the United States. Goldfarb Consultants, founded in
1966 by Canadian pollster and market researcher Martin Goldfarb, is a leading
Canadian marketing consulting group that specializes in focus groups and other
qualitative research methods. Martin Goldfarb sold his interest in Goldfarb
Consultants to JWT's parent company, WPP, in 1998.
The Goldfarb Consultants Ford Research
Reports span the years 1974 to 1989 and consist of written research summaries
primarily of advertising campaigns for various Ford automobiles, vans, and
trucks. In addition there are reports on a range of specialized consumer
markets, focused on women, African-American, Hispanic, youth, college-age
consumer groups as well as some reports on regional markets.
[top]
Administrative Information
Access RestrictionsCollection is open for research.
However, collection may contain materials to which the
Acknowledgment of Legal Responsibilities and Privacy Rights form applies.
Patrons must sign this form before using this collection.
Also, all or portions of this collection may be housed off-site in
Duke University's Library Service Center. Consequently, there may be a 24-hour
delay in obtaining these materials.
Please contact Research Services staff before visiting the Rare
Book, Manuscript, and Special Collections Library to use this collection.
Copyright Notice
The copyright interests in this collection have not been transferred
to Duke University. For more information, consult the copyright section of the
Regulations and Procedures of the Rare Book, Manuscript, and Special
Collections Library.
Preferred Citation
[Identification of item], J. Walter Thompson Company. Detroit
Office. Goldfarb Consultants Ford Research Reports, Rare Book, Manuscript, and
Special Collections Library, Duke University.
Provenance
The J. Walter Thompson Company. Detroit Office. Goldfarb Consultants
Ford Research Reports were received by the Rare Book, Manuscript, and Special
Collections Library as a transfer in 2002.
Processing Information
Processed by Richard Collier, Ashley Urquhart, April 2007
Encoded by Richard Collier
Completed April 2007
Accession 2002-0126 is described in this finding aid.
Descriptive sources and standards used to create this inventory:
DACS, EAD, NCEAD guidelines, and our
local
Style Guide.
[top]
Biographical Note
The J. Walter Thompson Company (JWT), founded in 1864, is one of the largest and oldest enduring advertising agencies in the United States. Goldfarb Consultants, founded in 1966 by Canadian pollster and market researcher Martin Goldfarb, is a leading Canadian marketing consulting firm that specializes in focus groups and other qualitative research methods. Martin Goldfarb sold his interest in Goldfarb Consultants to JWT's parent company, WPP, in 1998.
[top]Collection Overview
The Goldfarb Consultants Ford Research Reports span the years 1974 to
1989 and consist of written research summaries primarily of advertising
campaigns for various Ford automobiles, vans, and trucks. In addition there are
reports on a range of specialized consumer markets, focused on women,
African-American, Hispanic, youth, college-age consumer groups as well as some
reports on regional markets.
The collection is arranged into two self-evident series:
Consumer Research, and Ford
Motor Company Studies. The Consumer Research
Series is organized alphabetically by topic. The Ford Motor Company Studies Series is organized
alphabetically by automobile model name.
[top]
Subject Headings
These are searchable subject entries for this collection. Performing a
search on these subjects in the Duke University Libraries online catalog will
bring up other related research materials.
- J. Walter Thompson Company.
- J. Walter Thompson Company--Detroit Office.
- Ford Motor Company.
- Goldfarb Consultants.
- Advertising--Automobiles.
- Advertising--Automobiles--United States.
- Advertising--Automobiles--United States--Case studies.
- Advertising--Research.
- Ford automobile--Marketing.
- Marketing research.
- Qualitative research--Methodology.
- Research reports and papers.
- African-American consumers.
- Hispanic-American consumers. American.
- Consumers--United States.
- Teenage consumers--United States.
- Women consumers.
- Women consumers--United States.
- Young consumers.
- John W. Hartman Center for Sales, Advertising & Marketing History.
 | List of Series in Collection | |||||||
 |  | Consumer Research Series, 1980-1986 | ||||||
 | | Ford Motor Company Studies Series, 1974-1989 | ||||||
Detailed Description of Collection
Consumer Research Series, 1980-1986
(1 box)
Box 1
General,
1980-1986
Black consumer market,
1982
California,
1983
Competition,
1982-1983
Hispanic consumer market,
1983-1984
Mid-America,
1983
Women consumers,
1980
Youth and college-age consumers,
1982-1985
Ford Motor Company Studies Series, 1974-1989
(3 boxes)
General,
1976-1984
(3 folders)
Box 2
Bronco,
1978-1984
Escort,
1979-1989
(3 folders)
EXP,
1980-1986
Fairmont,
1976-1981
Fiesta,
1978-1987
Fox (Comet, Maverick),
1976-1979
Box 3
Futura,
1977-1981
Granada,
1976-1981
LTD,
1977-1984
(2 folders)
Mercury Capri,
1978
Mercury Marquis,
1978
Mustang,
1976-1984
Pickup
4x2,
1978-1984
Box 4
4x4,
1976-1984
Pinto,
1976-1979
Probe,
1988
Taurus,
1985-1986
Tempo/Topaz,
1981-1986
(2 folders)
Thunderbird,
1978-1988
(3 folders)
Vans,
1974-1981
