Day 257 - 06 Jun 96 - Page 27


     
     1        comparison to take the information from the AF1 database,
     2        because it is inherently the wrong break on the
     3        information, to give us the answer of number of
     4        individuals.
     5
     6   MS. STEEL:  I am finding it virtually impossible to follow
     7        this.  From Taylor Nelson did you get figures for how many
     8        people eat out out of the 60,000 people surveyed?
     9        A.  No, we do not have those figures in our existing
    10        analysis of Taylor Nelson.  The data is not commissioned to
    11        answer that question.
    12
    13   Q.   Did you get it in percentage terms?
    14        A.  An approximation can be reached in percentages terms
    15        from the sheets we have just referred to in AF1.
    16
    17   Q.   There is nothing in there about how many people eat out and
    18        how many do not.
    19        A.  Because the question that AF1 is primarily asked to
    20        answer, is commissioned to answer, is not how many people
    21        eat out.
    22
    23   Q.   But I am asking you whether or not you get those figures?
    24        A.  The answer I am giving you is that to answer the
    25        question you want from AF1 we had to do the analysis that
    26        you see in AF3.
    27
    28   Q.   But I do not see how you can do the analysis from AF1 when
    29        you have not got any figures in there at all about how many
    30        people actually eat out.
    31
    32   MR. JUSTICE BELL: All the people in the Taylor Nelson survey, as
    33        I understand it, eat out.
    34
    35   MS. STEEL:  I did not think.
    36
    37   MR. JUSTICE BELL:  Is that not right?
    38        A.  The Taylor Nelson study would pick up, by the process
    39        that I previously described, a random sample of the UK
    40        population.  The interview would not necessarily be closed
    41        if the respondent did not eat out, demographic information
    42        would still be taken, information on other parts of
    43        activity.
    44
    45   Q.   I misunderstood what you said earlier then, because
    46        I thought if one looks at document No 1 -- I am sorry, it
    47        is the second sheet in AF3, the 'number of people eating at
    48        McDonald's by frequency break'?
    49        A.  Yes.
    50 
    51   Q.   What I understood you have done is, you went to the 60,000 
    52        or thereabouts people who had answered Taylor Nelson's 
    53        questions; in order not to make your inquiry too laborious
    54        you did not go through all 60,000 but you went through the
    55        first 2,100 or thereabouts, in fact it is nearer 2,200, for
    56        each quarter?
    57        A.  That is correct, yes.
    58
    59   Q.   You ended up with 8,763 people all of whom were eating out?
    60        A.  Yes, that is correct.

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