Day 257 - 06 Jun 96 - Page 46


     
     1        across the country.
     2
     3   MR. JUSTICE BELL:  So the first sheet of AF3 is based on that
     4        sample?
     5        A.  Yes, that is correct.  Can I again clarify that?
     6
     7   Q.   No, just pause a moment and then by all means.
     8        A.  Sorry.
     9
    10   MR. MORRIS:  Would it be fair to say that?
    11
    12   MR. JUSTICE BELL:  Let him -- unfortunately, the 3 of us going
    13        at the same time.  So the 5,000 people in the sample for
    14        the fast track are people who use informal eating out
    15        places?
    16        A.  That is correct, yes.
    17
    18   Q.   It cuts out the people who eat out and go to white table
    19        cloths?
    20        A.  Yes.
    21
    22   Q.   As well as the people who do not eat out at all?
    23        A.  That is correct, yes, and for clarification purposes
    24        the only reason -- this is a small sample, as you have
    25        pointed out -- that we collect the data on the page that we
    26        are currently referring to is quite simply as a bench mark
    27        against the Taylor Nelson or AF1 research.  The primary
    28        purpose of fast track is not to collect the data we are
    29        looking at but, in fact, to collect the brand attributes
    30        data that we referred to previously, the data that refers
    31        to McDonald's as a good place for kids McDonald's, is a
    32        clean place, etcetera.  The primary purpose of fast track
    33        is a tracking of a brand image, not as a kind of
    34        quantitative monitor of customer behaviour.  The fact we
    35        collect the information is, A, to give us more information
    36        on the informal eating out market, but more importantly to
    37        make sure that the brand attribute data which appears on
    38        the second sheet of AF2 is firmly based, because the
    39        primary reason for the research is, in fact, the second
    40        sheet not the first one.  Otherwise, obviously, it would
    41        not be cost effective to collect two sets of information in
    42        a slightly different way.
    43
    44   MR. MORRIS:  But the AF2, the page 1 we are looking at of AF2,
    45        this information here is the informal eating out market
    46        which is what you are clearly part of?
    47        A.  Yes.
    48
    49   Q.   I mean, you are part of everything but you are part of that
    50        most directly? 
    51        A.  Yes. 
    52 
    53   Q.   And so this would not have what you might call confounding
    54        variables?
    55        A.  Sorry?
    56
    57   Q.   This would remove some potentially confounding variables,
    58        which is people that do not even understand how the market
    59        works or did not eat out?
    60        A.  Yes, this would focus down in on what we call the cold

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