Day 046 - 04 Nov 94 - Page 71


     
     1   Q.   You see there a pie chart, I hope, do you?
     2        A.  Yes, that is correct.
     3
     4   Q.   "Primary reason for choosing McDonald's"; yes?
     5        A.  Yes.
     6
     7   Q.   Can we take it that these responses are given by adults and
     8        not by children?
     9        A.  That is correct.
    10
    11   Q.   We see there that, unfortunately, what I am sure was in an
    12        original colour differentiation between "food" and "kid
    13        appeal" now appears almost as one black segment, does it
    14        not?
    15        A.  Yes, but it would have been a different shade.
    16
    17   Q.   It would have been a different shade.  Going round
    18        clockwise from the biggest number:  "Convenience", at the
    19        bottom of the chart, "53%"?
    20        A.  Yes.
    21
    22   Q.   "Food 27%"?
    23        A.  That is correct.
    24
    25   Q.   "Kid appeal 12%"?
    26        A.  That is correct.
    27
    28   Q.   Assuming that figure to be right, according to the
    29        responses which the researchers got from the adults, can
    30        you answer this:  do you think that since 1991 when this
    31        research was done, or 1990/1991, that that proportion of,
    32        as it were, the reasons for using McDonald's has improved
    33        or not?
    34        A.  I would say it is relatively the same.
    35
    36   Q.   Relatively the same.  This is the last thing I want to ask
    37        you about, simply because I feel that I, myself, at least
    38        need some help.  Turn back in that same document to
    39        page 212.  There are two tables on that page, I hope.
    40        A.  Yes.
    41
    42   Q.   You told his Lordship yesterday, and when I say that,
    43        I mean in response to questions by his Lordship -- my Lord,
    44        the reference is page 25, for 3rd November, at line
    45        15 -- it may be in answer to a question by someone else,
    46        but what you said, in effect, was:
    47
    48        "If you put the entire child population and the number of
    49        people who are part of that population, you divide it into
    50        the number of the visits that children go to McDonald's 
    51        over a year's period of time, you get approximately 20." 
    52             What you meant by that was, as you said earlier, or as 
    53        his Lordship said earlier, the majority of American
    54        children visit 20 times a year.  Is that what you meant to
    55        say?
    56        A.  Yes.  I think this specifically looks at per capita
    57        visits.
    58
    59   Q.   That is what I was going to draw your attention to.  If we
    60        do it in the way which you suggested, if we look at the

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