Day 257 - 06 Jun 96 - Page 35
1 MR. JUSTICE BELL: Do you have a lot more you have to ask
2 Mr. Fairgrieve?
3
4 MS. STEEL: Quite a bit, yes.
5
6 MR. JUSTICE BELL: We will break off now and we will resume at
7 two o'clock. Do your best to get through what other
8 matters you have to ask. If you think that the question of
9 the information we have been dealing with is important,
10 address me on it when you have got to the end of what would
11 otherwise be your cross-examination of Mr. Fairgrieve.
12
13 (Luncheon adjournment)
14
15 MS. STEEL: If we could have open AF1, please. If you look at
16 page 3, on a previous occasion you said that this database
17 derived from the number of times that people claimed to
18 have visited over the time period. The time period at the
19 bottom is 13 weeks?
20 A. Yes.
21
22 MR. JUSTICE BELL: Well, yes, it being an average per week?
23
24 MS. STEEL: Yes. So, the entire average is actually the people
25 eat there more than one time a week, more than once a week;
26 is that right?
27 A. I am just thinking. I know that chart does not mean
28 that and I am trying to think of the rationale, not meaning
29 that now. I cannot.
30
31 Q. Can you tell us what it does mean then?
32
33 MR. JUSTICE BELL: I understood that it meant the effect of it
34 was that the frequency of visits to McDonald's, of those
35 who did visit McDonald's, the ones in the age group at 16
36 to 24 was 1.24 a week over a 13 weeks period, so that that
37 is 17 visits in 13 weeks. The 45 to 64 would be 14 visits
38 in 13 weeks.
39 A. Yes, sorry.
40
41 Q. They work out at 68 times a year and 46 times a year; is
42 that what it is meant to mean?
43 A. Yes, I think the average frequency by age group
44 certainly from the AF2 source, fast track, which is where
45 we take the frequency.
46
47 Q. Keep your voice up please?
48 A. Sorry. Yes, the frequency visit varies by age groups.
49 I mean the average frequency of visit, the average
50 frequency of visit for McDonald's, across a year is
51 approximately 18 times. That is built up from an average
52 frequency of about 30 times a year from, I think, 16 to 24
53 universe users, but I think 18 to 19 times a year for 25 to
54 35 users. That is where the bulk of the frequency comes
55 from.
56
57 MS. STEEL: But there is no average here of less than once a
58 week, is there, they are all on average more than one time
59 a week?
60 A. I know that chart does not mean that, I have a feeling
