MenuInventory of the J. Walter Thompson Company. Detroit Office. Goldfarb Consultants Ford Research Reports, 1974-1989
Abstract
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.
Descriptive Summary
- Repository
- David M. Rubenstein Rare Book & Manuscript 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
- English
- Extent
- 2.4 Linear Feet, 1800 Items
- Location
- For current information on the location of these materials, please consult the Library's online catalog.
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.
Administrative Information
A majority of collections are stored off site and must be requested at least 24 business hours in advance for retrieval. Contact Rubenstein Library staff before visiting. Read More »
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.
Use Restrictions
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.
Contents of the Collection
Browse List of Series
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Expand AllHistorical 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.
Subject Headings
- 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.
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.