Day 046 - 04 Nov 94 - Page 71
1 Q. You see there a pie chart, I hope, do you?
2 A. Yes, that is correct.
3
4 Q. "Primary reason for choosing McDonald's"; yes?
5 A. Yes.
6
7 Q. Can we take it that these responses are given by adults and
8 not by children?
9 A. That is correct.
10
11 Q. We see there that, unfortunately, what I am sure was in an
12 original colour differentiation between "food" and "kid
13 appeal" now appears almost as one black segment, does it
14 not?
15 A. Yes, but it would have been a different shade.
16
17 Q. It would have been a different shade. Going round
18 clockwise from the biggest number: "Convenience", at the
19 bottom of the chart, "53%"?
20 A. Yes.
21
22 Q. "Food 27%"?
23 A. That is correct.
24
25 Q. "Kid appeal 12%"?
26 A. That is correct.
27
28 Q. Assuming that figure to be right, according to the
29 responses which the researchers got from the adults, can
30 you answer this: do you think that since 1991 when this
31 research was done, or 1990/1991, that that proportion of,
32 as it were, the reasons for using McDonald's has improved
33 or not?
34 A. I would say it is relatively the same.
35
36 Q. Relatively the same. This is the last thing I want to ask
37 you about, simply because I feel that I, myself, at least
38 need some help. Turn back in that same document to
39 page 212. There are two tables on that page, I hope.
40 A. Yes.
41
42 Q. You told his Lordship yesterday, and when I say that,
43 I mean in response to questions by his Lordship -- my Lord,
44 the reference is page 25, for 3rd November, at line
45 15 -- it may be in answer to a question by someone else,
46 but what you said, in effect, was:
47
48 "If you put the entire child population and the number of
49 people who are part of that population, you divide it into
50 the number of the visits that children go to McDonald's
51 over a year's period of time, you get approximately 20."
52 What you meant by that was, as you said earlier, or as
53 his Lordship said earlier, the majority of American
54 children visit 20 times a year. Is that what you meant to
55 say?
56 A. Yes. I think this specifically looks at per capita
57 visits.
58
59 Q. That is what I was going to draw your attention to. If we
60 do it in the way which you suggested, if we look at the
