Fonds F0152 - Goldfarb Consultants fonds

Title and statement of responsibility area

Title proper

Goldfarb Consultants fonds

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    Fonds

    Reference code

    CA ON00370 F0152

    Edition area

    Edition statement

    Edition statement of responsibility

    Class of material specific details area

    Statement of scale (cartographic)

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    Issuing jurisdiction and denomination (philatelic)

    Dates of creation area

    Date(s)

    • 1966-1992 (Creation)

    Physical description area

    Physical description

    16.0 m of textual records 18 videocassettes 3 CD ROMs

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    Archival description area

    Name of creator

    Administrative history

    Goldfarb Consultants was established in 1965. Its primary activities focus on marketing, polling and advertising. Its customers have included a diverse group of private-sector companies, as well as the federal and provincial Liberal parties of Canada. Goldfarb Consultants provides both corporate and political clients with a reading of the public mood and a prescription for how best to optimize it. Martin Goldfarb, the founder of Goldfarb Consultants, was the first Canadian pollster to expand on traditional research methods by de-emphasizing the use of quantitative research (the gathering and compilation of numbers), and emphasizing qualitative research analysis. The qualitative research approach involves intensive questioning of specific focus groups about specific issues. By interpreting the focus groups' answers, a set of assumptions is made about the probable behaviour of the people, either as voters or consumers.

    Custodial history

    Scope and content

    The fonds consists of records pertaining to the activities of Goldfarb Consultants and include research reports, printouts, questionnaires and administrative files. They can be used in conjunction with each other: the responses in the questionnaires are analysed in the research reports; the printouts are the raw data results of the questionnaires; and the administrative files provide additional documentation related to a particular research topic. With a few exceptions the projects included in the fonds were undertaken for federal or provincial political parties or governments. Fonds is comprised of the following series: The Goldfarb Reports Computer Generated Reports Research reports Martin Goldfarb speeches Questionnaires Unsuccessful research proposals Administrative files Moving images Electronic Records

    Notes area

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      Script of material

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        Restrictions on access

        No restrictions on access. Data files are available for use at the Institute for Social Research at York University.

        Terms governing use, reproduction, and publication

        Finding aids

        archivesfa.library.yorku.ca/submissions/fonds/ON00370-f0000152.htm

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        Accruals

        The fonds comprises the following accession: 1997-046. Further accruals are expected.

        General note

        Title supplied from contents of the fonds.

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