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?
