Day 257 - 06 Jun 96 - Page 36


     
     1        what that chart may well mean, that probably relates to
     2        weekly frequency, rather than it is probably a breakdown of
     3        weekly, therefore heavy user frequency rather than across
     4        the whole sample.
     5
     6   Q.   Well, why do you presume that it does not say that at the
     7        top?
     8        A.  Because I know the figures that I have just related to
     9        from the other piece of research, which is our main
    10        breakdown of frequency for our users.
    11
    12   Q.   We are talking about the Taylor Nelson research at the
    13        moment, not the fast track.
    14        A.  If you have a look at the following page, No. 3 does in
    15        fact relate to the breakdown of weekly frequency, if you
    16        look at the next chart, I think.
    17
    18   Q.   You stated on a previous occasion that page 4 relates to
    19        the McDonald's share of the total market?
    20        A.  Yes.  I must admit the times move on.  I am not
    21        familiar with this data as I once was.  My mind has gone
    22        fairly blank on that sheet, to be honest with you, because
    23        I know that--
    24
    25   MR. JUSTICE BELL:  I thought page 4 meant that in the 16 to 24
    26        age group, for instance, 9 per cent of the whole 60,000
    27        within -- it meant that McDonald's have 9 per cent of the
    28        eating out market in this sector in one week.  9 per cent
    29        of the eating out market.  Is that right or completely
    30        wrong?
    31        A.  That is correct.
    32
    33   MS. STEEL:   My note from last time says this relates to the
    34        share of the total market, and the first column would mean
    35        that 9 per cent had eaten a meal at McDonald's in the last
    36        week.  But obviously it is averaged out over 13 weeks?
    37        A.  Yes.  I would need to recheck my sources to make
    38        confirmation of that, as I say my mind moved on.
    39
    40   MR. JUSTICE BELL:  What is the answer to what Ms. Steel has just
    41        asked you about page 3?
    42        A.  Could you ask the question again, please?
    43
    44   Q.   Yes.  On the face of it, it looks as if people in the 16 to
    45        24 age bracket eat 1.24 times a week at McDonald's.  But
    46        you may well be right that there is much more to it than
    47        that, because you have figures in your mind and in fact you
    48        told me when you first attended court to the effect that it
    49        was an average of 19 visits a year, over users of
    50        McDonald's? 
    51        A.  That is right. 
    52 
    53   Q.   30 visits a year in the 16 to 24 age group and lower in the
    54        year of group says the average was 19?
    55        A.  Yes, and that data came directly from the AF2 document,
    56        which is our normal source of frequency data which is why
    57        I am now fairly vague on this chart.  I must admit,
    58        I should know the answer but I do not.  The chart in its
    59        current format appears to be fairly misleading because it
    60        gives the impression that across all groups the weekly

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