Fonds F0152 - Goldfarb Consultants fonds

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Goldfarb Consultants fonds

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  • Textual record
  • Moving images

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Physical description

16.0 m of textual records
18 videocassettes

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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.

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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.

The fonds is organized into the following series:

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

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File list appended as PDF document.

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

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Dates of creation, revision and deletion

2002/04/04 Jizi Chen:. (Creation)
2002/04/04 Awaiting review by the Data Collection Archivist
2003/04/09 Shannon MacDonald. Added URL for online finding aid. Updated wording on access restrictions, accruals, finding aid.
2003/04/09 Shannon MacDonald. Added series info.
2014/07/22 Migrated to AtoM
2019/02/13 KCP. Post-migration metadata clean-up. Addition of GMD and accession numbers. Uploaded PDF finding aid.

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