DACS

jwtdetroitgoldfarb Inventory of the J. Walter Thompson Company. Detroit Office. Goldfarb Consultants Ford Research Reports, 1974-1989 Processed by: Richard Collier, Ashley Urquhart; machine-readable finding aid created by: Richard Collier The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke University Durham, N.C., USA

Aleph Number: 003121544

Machine-readable finding aid derived from XML authoring program. Date of source: April 2007Processed by Richard Collier, Ashley Urquhart, April 2007; Finding Aid encoded by Richard Collier, David M. Rubenstein Rare Book & Manuscript Library, Duke University, April 2007 Description is in English Finding aid was prepared using DACS and our local Style Guide Inventory of the J. Walter Thompson Company. Detroit Office. Goldfarb Consultants Ford Research Reports, 1974-1989 The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke University Durham, North Carolina 27708-0185 USA

Descriptive Summary David M. Rubenstein Rare Book & Manuscript Library, Duke University J. Walter Thompson Company. Detroit Office. J. Walter Thompson Company. Detroit Office. Goldfarb Consultants Ford Research Reports, 1974-1989 Material in English 2.4 Linear Feet 1800 Items For current information on the location of these materials, please consult the Library's online catalog. 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. Administrative Information Access Restrictions

Collection 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 David M. Rubenstein Rare Book & Manuscript Library to use this collection.

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 David M. Rubenstein Rare Book & Manuscript Library.

Preferred Citation

[Identification of item], J. Walter Thompson Company. Detroit Office. Goldfarb Consultants Ford Research Reports, David M. Rubenstein Rare Book & Manuscript Library.

Provenance

The J. Walter Thompson Company. Detroit Office. Goldfarb Consultants Ford Research Reports were received by the David M. Rubenstein Rare Book & Manuscript 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.

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.

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.

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 1 Consumer Research Series, 1980-1986 2-4 Ford Motor Company Studies Series, 1974-1989 Contents of Collection Consumer Research Series, 1980-1986 (1 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) 2 Bronco, 1978-1984 Escort, 1979-1989 (3 folders) EXP, 1980-1986 Fairmont, 1976-1981 Fiesta, 1978-1987 Fox (Comet, Maverick), 1976-1979 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 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