Day 257 - 06 Jun 96 - Page 57


     
     1   MR. MORRIS:  If we go to AF5, please -- AF6, please.
     2        A.  Yes.
     3
     4   Q.   AF6, sorry.
     5
     6   MR. JUSTICE BELL:  Yes.
     7
     8   MS. STEEL:   There is AF6 and AF7 and there is the new final
     9        report as well?
    10        A.  Yes.
    11
    12   Q.   Can you just explain, are they all based on the same
    13        research or on different bits of research?
    14        A.  Let me just check.  To clarify, in the section AF6 the
    15        first document is a summary of the qualitative findings of
    16        the brand audit we did in that year.  The second document
    17        is a summary of the quantitative findings of the
    18        quantitative stage of the same project.  So, it is a
    19        qualitative phase first which sets up issues on the
    20        customer's part, and then we go on to the second part to
    21        quantify them.  Going on to AF7, AF7 is a summary of both.
    22        Yes, it is.
    23
    24   Q.   So, AF7 is not new research; it is just a new summary?
    25        A.  Sure, and I think its omission relates to the fact that
    26         -- you spotted there was a page missing in a previous
    27        submission which was, indeed, the original copy from my
    28        file.  I did not have the page, nor did the research
    29        company from the original document, but we did have a
    30        slightly later version of the full document, which you find
    31        in AF7.
    32
    33   Q.   I think, actually, the one that was disclosed for that was
    34        the second one in AF6, the July '92 one?
    35        A.  All right.  But, basically, you know, all three
    36        documents relate to the same -- no, they do not; sorry.
    37        I will rephrase that again.  Sorry.  The first document and
    38        the second document are, indeed, the first and second stage
    39        of the 1992 project.  The AF7 document is a summary of the
    40        same or the same format piece of research conducted in
    41        1994.  So, it is the same piece of research two years on.
    42
    43   Q.   OK.  These are not connected to the AF1?
    44        A.  Not in any way, no.
    45
    46   Q.   And 2?
    47        A.  No.
    48
    49   Q.   It is a completely separate survey?
    50        A.  Yes. 
    51 
    52   Q.   On page 3 where it has about people describing McDonald's 
    53        as impersonal and rushed?
    54        A.  Can you just clarify -----
    55
    56   Q.   In the top paragraph under "time frame"?
    57        A.  Yes, "time frame".
    58
    59   Q.   I am trying to find where that comes from in terms of the
    60        chart.

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