Day 258 - 07 Jun 96 - Page 32
1 eat out on a regular basis have used McDonald's at some
2 point during their life?
3
4 MR. JUSTICE BELL: Yes.
5
6 MS. STEEL: I wanted to ask the question.
7
8 MR. JUSTICE BELL: Could you give me the reference again?
9
10 MS. STEEL: Page 17 of 20th--
11
12 MR. JUSTICE BELL: It was 17th May, 1995.
13
14 MR. RAMPTON: No, my Lord, it was the previous occasion, the
15 first occasion; years and years ago.
16
17 MS. STEEL: Day 28, 21st September, 1994, page 17.
18
19 MR. JUSTICE BELL: Yes, thank you. Thank you, Mr. Fairgrieve.
20
21 (The witness withdrew)
22
23 MR. RAMPTON: What your Lordship is actually saying is that
24 -- just before that useful--
25
26 MR. JUSTICE BELL: Unless Ms. Steel or Mr. Morris have some
27 particular argument.
28
29 MS. STEEL: Yes, I do.
30
31 MR. JUSTICE BELL: -- it seems to me that there are not figures
32 which will come out of a computer, even if McDonald's chose
33 to get them, which would produce research directed directly
34 at finding what proportion of the population in any given
35 year has been into McDonald's. Whether at the end of the
36 day it matters, apart from general interest or not, I am
37 not presuming to judge at the moment. But from the inquiry
38 which was done into sections of the Taylor Nelson
39 respondents, it appeared that the calculation was made on
40 the basis which Mr. Morris has just put to Mr. Fairgrieve.
41 That such and such a proportion of the respondents actually
42 had used McDonald's once or more, such and such proportion
43 of the population ate out in a year and such and such a
44 proportion of those who ate out said they have been to
45 McDonald's in the year.
46
47 MR. RAMPTON: That is what was done. It was done by Taylor
48 Nelson at the request of Leo Burnett at the request of
49 McDonald's. Unfortunately, Mr. Fairgrieve does not have
50 his bits of papers. He has not kept his handwritten
51 faxes. I am not surprised, I must say. Quite evidently,
52 there is a real difficulty, whether or not the raw data on
53 the Taylor Nelson computer are McDonald's documents, if
54 I can call them that, in the first place, anyway.
55
56 MR. JUSTICE BELL: They do not seem to me to be at the moment,
57 but on the other hand if it is easy to summon up the same
58 three sheets.
59
60 MR. RAMPTON: That was what I was going to suggest. I will ask
