Day 257 - 06 Jun 96 - Page 52


     
     1   Q.   "Who Eats What"?
     2        A.  "Who Eats What", yes, and you are on page 6?  Is that
     3        counting the only sheet?
     4
     5   Q.   You have not got page numbers, then?
     6        A.  No.
     7
     8   Q.   OK.  It is not counting the sheet.
     9        A.  OK.
    10
    11   Q.   No, it is counting the sheet, sorry.  It is, "Hamburger
    12        purchasers, 35 per cent of main sample and variations above
    13        average"?
    14        A.  Yes, I have that.
    15
    16   Q.   The figures in brackets, we said last time, were the
    17        averages, yes?
    18        A.  That is right.
    19
    20   Q.   The ones at the bottom, I think last time you said
    21        something like you thought they might be percentages, the
    22        ones under "Attitude to visiting fast-food outlets".  It
    23        just seems impossible that they are percentages.  Do you
    24        know what figures they are?  None of them seem to be over
    25        five.
    26        A.  They are -----
    27
    28   Q.   They do not have a percentage symbol, unlike all the other
    29        figures that are on the page.
    30        A.  I cannot think of the terminology off-hand.  The system
    31        for allocating the likelihood to do this will be on the --
    32        from the questionnaire allocating, by indicating a box on
    33        the research, an attribute between one and ten.
    34
    35   Q.   One and ten?
    36        A.  I think one and ten or probably one and five -- I need
    37        to check the questionnaire.  So, for instance, if a
    38        customer said, you know, X percentage said or X number of
    39        people said within the sample, "Why do I not go to a
    40        fast-food outlet?  It is an enjoyable social event", taking
    41        the top box, the "enjoyable social event", there will be
    42        one person ticked off as saying that across the sample.
    43        The number of people within the sample saying that will
    44        then be calculated together and a score like the one you
    45        see there will be produced.
    46
    47        I should know the technical term for it, but I do not.
    48        I cannot think of it off-hand, but I looked into this after
    49        we spoke about it before.  The way we would interpret the
    50        data would be quite simply looking at the relative number 
    51        in the same ways you look at percentages, you know, what is 
    52         -- the way to interpret this is, you know, versus a sample 
    53        average of 2.92 people who are buying hamburgers in this
    54        sample are more likely to say they are coming to McDonald's
    55        as an enjoyable social event.  They are more likely to come
    56        because the children pester them and they are more likely
    57        to come because it is a relaxed family trip to them.  That
    58        is the way I would read it as a research manager.  It would
    59        be possible to get detail on that technical process, but
    60        that is my understanding of the way it is arrived at.

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