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
