Inventory of the
Goldfarb Consultants fonds

Inventory #F0152

The digitization of this finding aid was made possible - in part or entirely - through the Canadian Culture Online Program of Canadian Heritage, the National Archives of Canada and the Canadian Council of Archives.


Fonds/Collection Number:F0152
Title:Goldfarb Consultants fonds
Extent:16.0 m of textual records
18 videocassettes
Biographical Sketch/
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.
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:

S00043The Goldfarb Reports
S00044Computer Generated Reports
S00045Research reports
S00046Martin Goldfarb speeches
S00048Unsuccessful research proposals
S00049Administrative files
S00050Moving images
S00051Electronic Records
Restrictions on
Access and Use:
No restrictions on access. Data files are available for use at the Institute for Social Research at York University.
Finding Aid: File lists available for each series.
URL of Finding Aid:http://archivesfa.library.yorku.ca/submissions/fonds/ON00370-f0000152.pdf
Accruals: The fonds comprises the following accession: 1997-046. Further accruals are expected.
Provenance Access Points:Goldfarb Consultants

Date of creation: 2002/04/04
Date of last revision: 2003/04/09
Printer friendly version: ON00370-f0000152.pdf
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