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

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