Day 257 - 06 Jun 96 - Page 47
1 target market.
2
3 Q. Professional people that eat out?
4 A. That is right.
5
6 MR. JUSTICE BELL: That could explain why the figures would come
7 out higher than the figures on the sheet which follows it?
8 A. It does indeed, yes; that is indeed the explanation for
9 that difference.
10
11 Q. The sheet which follows it just looks at people who are
12 eating out, not those who have a preference for informal
13 eating places?
14 A. Yes.
15
16 MR. MORRIS: So, the frequency, say, on this page 1 AF2, bearing
17 in mind this is targeting informal eating out, is likely to
18 be more accurate than the other one, or something like 2.4.
19
20 MR. JUSTICE BELL: Why do you say that?
21
22 MR. MORRIS: Because--
23
24 MR. JUSTICE BELL: They are completely different. It may be
25 Mr. Fairgrieve said it earlier, but it is not only a much
26 smaller survey, it is biased to those who eat out in
27 informal eating places. It does not include anyone who
28 eats out, but not at places like McDonald's.
29
30 MR. MORRIS: Yes, that would not make it necessarily a smaller
31 survey because of those 5,000 maybe 4,800 did actually eat
32 at McDonald's, whereas with the other one they had to move
33 all the people who did not eat out at all, and the other
34 figures are broken down because people ate out but not in--
35
36 MR. JUSTICE BELL: Yes, but it does not mean to say one is more
37 accurate. They are looking at from a completely different
38 viewpoint, that is all.
39 A. And the way we classify in research terms is that
40 effectively the second study AF2, or fast track, hot
41 houses, if you like, users of informal eating out so that
42 we can take a closer look at them. But it is an inherently
43 less robust sample and it is not the clear and open picture
44 of the eating out market in the UK that the Taylor Nelson
45 or AF1 data is. The real picture is the AF1 date. The
46 context is AF1.
47
48 MR. MORRIS: Of course, we cannot judge because we have not got
49 the raw data.
50 A. You have the data that we have.
51
52 Q. The frequency, say, 2.4 times a four week period, would
53 come out to something like 30 times in a year?
54 A. Yes.
55
56 Q. Which is one of your frequency indicators?
57 A. Yes.
58
59 Q. Right. That you rely on for your understanding of the--
60 A. That is correct. I mean, your previous definition of
