Day 257 - 06 Jun 96 - Page 52
1 Q. "Who Eats What"?
2 A. "Who Eats What", yes, and you are on page 6? Is that
3 counting the only sheet?
4
5 Q. You have not got page numbers, then?
6 A. No.
7
8 Q. OK. It is not counting the sheet.
9 A. OK.
10
11 Q. No, it is counting the sheet, sorry. It is, "Hamburger
12 purchasers, 35 per cent of main sample and variations above
13 average"?
14 A. Yes, I have that.
15
16 Q. The figures in brackets, we said last time, were the
17 averages, yes?
18 A. That is right.
19
20 Q. The ones at the bottom, I think last time you said
21 something like you thought they might be percentages, the
22 ones under "Attitude to visiting fast-food outlets". It
23 just seems impossible that they are percentages. Do you
24 know what figures they are? None of them seem to be over
25 five.
26 A. They are -----
27
28 Q. They do not have a percentage symbol, unlike all the other
29 figures that are on the page.
30 A. I cannot think of the terminology off-hand. The system
31 for allocating the likelihood to do this will be on the --
32 from the questionnaire allocating, by indicating a box on
33 the research, an attribute between one and ten.
34
35 Q. One and ten?
36 A. I think one and ten or probably one and five -- I need
37 to check the questionnaire. So, for instance, if a
38 customer said, you know, X percentage said or X number of
39 people said within the sample, "Why do I not go to a
40 fast-food outlet? It is an enjoyable social event", taking
41 the top box, the "enjoyable social event", there will be
42 one person ticked off as saying that across the sample.
43 The number of people within the sample saying that will
44 then be calculated together and a score like the one you
45 see there will be produced.
46
47 I should know the technical term for it, but I do not.
48 I cannot think of it off-hand, but I looked into this after
49 we spoke about it before. The way we would interpret the
50 data would be quite simply looking at the relative number
51 in the same ways you look at percentages, you know, what is
52 -- the way to interpret this is, you know, versus a sample
53 average of 2.92 people who are buying hamburgers in this
54 sample are more likely to say they are coming to McDonald's
55 as an enjoyable social event. They are more likely to come
56 because the children pester them and they are more likely
57 to come because it is a relaxed family trip to them. That
58 is the way I would read it as a research manager. It would
59 be possible to get detail on that technical process, but
60 that is my understanding of the way it is arrived at.
