Day 257 - 06 Jun 96 - Page 46
1 across the country.
2
3 MR. JUSTICE BELL: So the first sheet of AF3 is based on that
4 sample?
5 A. Yes, that is correct. Can I again clarify that?
6
7 Q. No, just pause a moment and then by all means.
8 A. Sorry.
9
10 MR. MORRIS: Would it be fair to say that?
11
12 MR. JUSTICE BELL: Let him -- unfortunately, the 3 of us going
13 at the same time. So the 5,000 people in the sample for
14 the fast track are people who use informal eating out
15 places?
16 A. That is correct, yes.
17
18 Q. It cuts out the people who eat out and go to white table
19 cloths?
20 A. Yes.
21
22 Q. As well as the people who do not eat out at all?
23 A. That is correct, yes, and for clarification purposes
24 the only reason -- this is a small sample, as you have
25 pointed out -- that we collect the data on the page that we
26 are currently referring to is quite simply as a bench mark
27 against the Taylor Nelson or AF1 research. The primary
28 purpose of fast track is not to collect the data we are
29 looking at but, in fact, to collect the brand attributes
30 data that we referred to previously, the data that refers
31 to McDonald's as a good place for kids McDonald's, is a
32 clean place, etcetera. The primary purpose of fast track
33 is a tracking of a brand image, not as a kind of
34 quantitative monitor of customer behaviour. The fact we
35 collect the information is, A, to give us more information
36 on the informal eating out market, but more importantly to
37 make sure that the brand attribute data which appears on
38 the second sheet of AF2 is firmly based, because the
39 primary reason for the research is, in fact, the second
40 sheet not the first one. Otherwise, obviously, it would
41 not be cost effective to collect two sets of information in
42 a slightly different way.
43
44 MR. MORRIS: But the AF2, the page 1 we are looking at of AF2,
45 this information here is the informal eating out market
46 which is what you are clearly part of?
47 A. Yes.
48
49 Q. I mean, you are part of everything but you are part of that
50 most directly?
51 A. Yes.
52
53 Q. And so this would not have what you might call confounding
54 variables?
55 A. Sorry?
56
57 Q. This would remove some potentially confounding variables,
58 which is people that do not even understand how the market
59 works or did not eat out?
60 A. Yes, this would focus down in on what we call the cold
