Day 257 - 06 Jun 96 - Page 53


     
     1
     2   Q.   You do not know whether it is a score out of five?
     3        A.  Without checking, no, I do not.
     4
     5   MR. MORRIS:  Have we got the form for this particular survey?
     6        A.  The reason that we will not have it -- well, we may
     7        have; it may be at the back.
     8
     9   MS. STEEL:  We have the demographics at the back.
    10        A.  No, I do not think we have the questionnaire.  This
    11        will either be collected -- this will be collected two
    12        ways:  It will be collected prompted in that there will be
    13        a table of attributes like "enjoyable social event",
    14        "children pester me" or "a relaxed family trip" and there
    15        will also be an unprompted section where people will write
    16        in the reason if it does not relate to any of the above.
    17        The scores will be derived from an analysis and division of
    18        those various scores.
    19
    20        So, for instance, if what they say does not fit into one of
    21        the categories on the prompted section, it will either -- a
    22        new line will be put in that the customer has suggested or,
    23        if it is similar to one of the ones we have got already, we
    24        will code it back into "enjoyable social event".  It is
    25        quite a time consuming process and it is not that cost
    26        effective, so it is something that we do not do that
    27        often.  But again, here, as with the previous document, you
    28        are in the same position as the research manager at
    29        McDonald's in evaluating the research.  This is the way the
    30        Company sees the research.  The Company does not see the
    31        tables.
    32
    33   Q.   But the Company is using this for a different purpose to
    34        what we are using it for.  If you go to page 8 underneath
    35        the heading -- this is "Cheeseburger purchasers, 33 per
    36        cent of main sample, main variations above average", and it
    37        says, "Average spenders in McDonald's".  Can you just
    38        explain what that means?
    39        A.  The people -- transactions which involve cheeseburgers
    40        will relate to the average spend within McDonald's.  So, if
    41        the average customer spends £2.88 in a McDonald's, most
    42        cheeseburger transactions will be found in that average
    43        spend of £2.88, whereas you might find a Big Mac will be
    44        found in a transaction that was bigger than £2.88, or
    45        something.
    46
    47   MS. STEEL:  Right.
    48
    49   MR. JUSTICE BELL:  We will take our five minutes.
    50 
    51                         (Short adjournment) 
    52 
    53   MR. RAMPTON:  My Lord, Mr. Nicholson has asked me to ask your
    54        Lordship whether it is safe for him to go this afternoon.
    55
    56   MR. JUSTICE BELL:  Yes.
    57
    58   MR. RAMPTON:  He will be here tomorrow.
    59
    60   MR. JUSTICE BELL:  Can we help Mr. Nicholson about tomorrow?

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