Day 257 - 06 Jun 96 - Page 45
1 shifting between 2 and 3 times in a 4 week period?
2 A. And your assumption is based upon?
3
4 MR. JUSTICE BELL: Where do you get that from?
5
6 MR. MORRIS: It says 'frequency' on the left hand side. It is
7 the second column of figures, so second line of figures,
8 frequency 2.39, 2.42?
9 A. That is correct. That is correct. Yes.
10
11 MS. STEEL: What does the figure above the 1 under penetration
12 mean?
13 A. Penetration.
14
15 Q. 5055 and 56, and so on?
16 A. Penetration relates to the number of people within the
17 sample who have used McDonald's, who have actually been
18 through the door. You know, been through the door at
19 McDonald's in the last 4 week period.
20
21 MR. MORRIS: The percentage of the population?
22 A. The percentage of the sample, not the population.
23
24 Q. Percentage of the sample?
25 A. Yes, the base.
26
27 Q. That is, after the people that did not eat out was taken
28 away?
29 A. No.
30
31 Q. Compared to the figures before it must be?
32 A. Let us have a think. This is last four week
33 penetration of McDonald's. No, the base for this
34 particular piece of information is last four weeks, it is
35 the usage of McDonald's in the last four weeks by people
36 who use informal eating out restaurants. So, they are
37 people who are eating out. This is a different information
38 base, by the way, from AF1 which we were referring to
39 before. This is the fast track rather than the Taylor
40 Nelson report you are referring to.
41
42 Q. It seems that the AF1 is generally higher frequency all
43 round, is it not, compared to -- sorry, the AF2 compared to
44 the AF1 seems to have discovered a higher frequency in
45 general?
46 A. That is correct, and the reason for that is that the
47 AF2 is a piece of research that is commissioned
48 specifically to understand the behaviour of people using
49 informal eating out whereas the Taylor Nelson pointer goes
50 wider, as intended to monitor the entire eating out
51 industry. That accounts for that.
52
53 Q. So, the frequency was one thing they were specifically
54 looking at in AF2?
55 A. Sure, and with AF2 we are looking for informal eating
56 out users, so the sample of AF2 is people who use informal
57 eating out because we are looking for them in the
58 population, we want to talk to them, if you like, it will
59 inherently give us a higher claim rate than the other piece
60 of research which is taking a very clinical random sample
