Day 257 - 06 Jun 96 - Page 29
1
2 MS. STEEL: But as I understood it, the 8,764 had been
3 multiplied by 5,000 to get a figure in the range of the
4 number of people who were believed to eat out in the UK.
5
6 MR. JUSTICE BELL: That is what I understood you to say, that
7 you knew from some source that something just under 44
8 million people ate out each year. You have 8,763 eaters
9 out among the ones you looked at in Taylor Nelson?
10 A. Yes.
11
12 Q. And since that is one 5,000th of the figure which you knew
13 were eating out from some source or other, you felt able to
14 do this projection?
15 A. The original source actually being the wider database,
16 the same database Taylor Nelson--
17
18 Q. The 60,000 from some computer calculation or programme was
19 done on the 60,000 who were interviewed, which found that
20 something like 44, 56 or 43 56ths of those who answered ate
21 out in the year?
22 A. Yes, that is correct.
23
24 MS. STEEL: That was something that you got from the Company, a
25 document with that on it?
26 A. That was part of the analysis that I got from the
27 advertising agency and the research company.
28
29 MR. JUSTICE BELL: Because while they do not do necessarily much
30 analysis themselves, they send you a report, they send you
31 a lot of figures and computer disks, and then you or your
32 agency get to work on it to get out of it the kind of
33 figures which will help you and your marketing?
34 A. That is correct, we do not.
35
36 Q. Taylor Nelson do that?
37 A. The database exists at the research company, not at the
38 agency or at McDonald's.
39
40 Q. You work on the database?
41 A. We work on the database, yes.
42
43 MS. STEEL: Is that by a computer link, or do they send you a
44 package of relevant data which you then put into a computer
45 and use to make your charts?
46 A. In this instance it gives a very direct brief and they
47 basically sent me a fax of the key tables, and we then use
48 the information from the tables to produce the sheet you
49 have in front of you.
50
51 Q. So the key, the fax of the key tables, had the raw figures
52 on it?
53 A. Yes, and the fax I received was not direct from the
54 research company it was via the advertising agency.
55
56 Q. Was that a very long fax or?
57 A. It was about 2 or 3 sheets, I seem to remember. Again,
58 it was a very specific request for information, so it would
59 not have needed to be longer.
60
