Day 257 - 06 Jun 96 - Page 47


     
     1        target market.
     2
     3   Q.   Professional people that eat out?
     4        A.  That is right.
     5
     6   MR. JUSTICE BELL:  That could explain why the figures would come
     7        out higher than the figures on the sheet which follows it?
     8        A.  It does indeed, yes; that is indeed the explanation for
     9        that difference.
    10
    11   Q.   The sheet which follows it just looks at people who are
    12        eating out, not those who have a preference for informal
    13        eating places?
    14        A.  Yes.
    15
    16   MR. MORRIS:  So, the frequency, say, on this page 1 AF2, bearing
    17        in mind this is targeting informal eating out, is likely to
    18        be more accurate than the other one, or something like 2.4.
    19
    20   MR. JUSTICE BELL:  Why do you say that?
    21
    22   MR. MORRIS:  Because--
    23
    24   MR. JUSTICE BELL:  They are completely different.  It may be
    25        Mr. Fairgrieve said it earlier, but it is not only a much
    26        smaller survey, it is biased to those who eat out in
    27        informal eating places.  It does not include anyone who
    28        eats out, but not at places like McDonald's.
    29
    30   MR. MORRIS:  Yes, that would not make it necessarily a smaller
    31        survey because of those 5,000 maybe 4,800 did actually eat
    32        at McDonald's, whereas with the other one they had to move
    33        all the people who did not eat out at all, and the other
    34        figures are broken down because people ate out but not in--
    35
    36   MR. JUSTICE BELL:  Yes, but it does not mean to say one is more
    37        accurate.  They are looking at from a completely different
    38        viewpoint, that is all.
    39        A.  And the way we classify in research terms is that
    40        effectively the second study AF2, or fast track, hot
    41        houses, if you like, users of informal eating out so that
    42        we can take a closer look at them.  But it is an inherently
    43        less robust sample and it is not the clear and open picture
    44        of the eating out market in the UK that the Taylor Nelson
    45        or AF1 data is.  The real picture is the AF1 date.  The
    46        context is AF1.
    47
    48   MR. MORRIS:  Of course, we cannot judge because we have not got
    49        the raw data.
    50        A.  You have the data that we have. 
    51 
    52   Q.   The frequency, say, 2.4 times a four week period, would 
    53        come out to something like 30 times in a year?
    54        A.  Yes.
    55
    56   Q.   Which is one of your frequency indicators?
    57        A.  Yes.
    58
    59   Q.   Right.  That you rely on for your understanding of the--
    60        A.  That is correct.  I mean, your previous definition of

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