Day 300 - 14 Nov 96 - Page 44


     
     1        Mr. Fairgrieve.
     2
     3   MR. JUSTICE BELL:  Let me make a note.
     4
     5   MS. STEEL:   That was the purpose of the research.  (Pause)
     6
     7   MR JUSTICE BELL:  Yes.
     8
     9   MS. STEEL:   This was the particular page that was referred to
    10        on, when I was referring earlier to Mr. Fairgrieve's
    11        evidence on day 257, page 65.  I think that was the one you
    12        asked me where it was.  Well, this is the page.
    13
    14   MR. JUSTICE BELL:   Yes.
    15
    16   MS. STEEL:   Then, on page 18, the following page:  "Prompted
    17        statements about eating out at restaurants".  "When kids
    18        pester me to go" is about halfway down the page.
    19        55 percent of McDonald's customers surveyed agreed with
    20        that.  That is the one that is much higher in comparison to
    21        the other fast food chains which are referred to there.
    22
    23   MR. JUSTICE BELL:   Well, presumably, you note the prompted
    24        statements, as well.
    25
    26   MS. STEEL:   Say that again -- sorry?
    27
    28   MR. JUSTICE BELL:   I am just remarking that they are prompted
    29        statements; so I assume that they are matters which are
    30        very much in the minds of the people carrying out the
    31        survey.
    32
    33   MS. STEEL:   Yes.  They are asked:  "Would you agree with this
    34        statement?"  So that is what the purpose of -----
    35
    36   MR JUSTICE BELL:  What they might expect to get a positive
    37        answer to.
    38
    39   MS. STEEL:   Yes.  Then, in the final report, which is behind
    40        that, dated July 1992 -- actually, it is the same -- on
    41        page 15 of that report, it says that: "Medium and light
    42        users were more likely than heavy or lapsed users to see
    43        McDonald's as a response to kids pestering."
    44
    45        There is a similar thing, the brand audit research for
    46        1994, at tab 7, AF/7, which is dated 30th March 1994.  On
    47        the fifteenth page of that document, there is "Occasion
    48        Imagery McDonald's"; and under the "Children" heading, it
    49        has got: "Whether the kids pester me to go".  Actually, it
    50        appears the percentage has gone down.
    51
    52   MR JUSTICE BELL:  What is at the top of that page?
    53
    54   MS. STEEL:   "Occasion Imagery McDonald's".  On page 16, as
    55        well, there are references to "when the kids pester me to
    56        go", in the regional variations.  That probably does not
    57        matter too much.
    58
    59        On page 17, which was "occasion imagery prompted" -- and
    60        this was the one that splits between heavy, medium, light

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