Day 257 - 06 Jun 96 - Page 26


     
     1        A.  Yes.
     2
     3   Q.   Only 8 per cent of those eating out, is 8 per cent of the
     4        44 million, eat at burgerhouses; is that it?
     5        A.  Yes, that is correct, yes.
     6
     7   MR. MORRIS:  No, with respect.  It is 8 per cent of the entire
     8        market is burgerhouse purchases?
     9        A.  Purchases.
    10
    11   Q.   But not 8 per cent of the population, only 8 per cent of
    12        the population go to burgerhouses.
    13
    14   MR. JUSTICE BELL:  I see, yes.
    15        A.  That is, indeed, correct, and the reason why we could
    16        not initially answer the request to get to individuals is
    17        the tables that we presented here in AF1 not only relate
    18        to, as you correctly pointed out, 100 per cent of people
    19        eating out and not the total population, they also include
    20        within them frequency, people visiting with various degrees
    21        of frequency, and not individuals.  So, it is very, very
    22        hard to make direct number comparisons.  Although it sounds
    23        as if there are inconsistencies within the data, the data
    24        in its AF1 form is actually produced to answer different
    25        questions that are being asked of it here and used in a
    26        different decision making process, which is why we analyse
    27        the data against a notional number of individuals to try
    28        and answer the question that was asked of us.
    29
    30        We have no business reason to use a number of individuals,
    31        we have lots of business reasons to understand our relative
    32        market share versus advertising span versus competitive
    33        activity, which is what accounts for the way the data is
    34        reported in AF1.  It is very, very difficult to make a
    35        direct comparison between the two because the data is not
    36        designed to provide that comparison in its normal form.
    37
    38   MS. STEEL:   But I do not understand this.  You have got an
    39        eating out universe for the UK of 44 million, virtually?
    40        A.  Yes.
    41
    42   Q.   Where does that figure come from?  I know you said it comes
    43        from the chart, or from the Taylor Nelson research, but
    44        there is nothing in the charts that indicate the number of
    45        people who are eating out?
    46        A.  In the analysis on the chart we are calling AF3, in
    47        producing that chart we made no attempt to correlate it
    48        with the earlier AF1 data.
    49
    50   MR. JUSTICE BELL:  You started afresh, as I understand it? 
    51        A.  We started fresh.  We asked ourselves a series of 
    52        simple questions.  How many individuals use McDonald's?  We 
    53        took what we understood to be a strong representative
    54        sample of the wider Taylor Nelson, or AF1, sample.  We then
    55        counted the literal number of responses against those
    56        frequency breaks across the 8,764 interviews.  We then
    57        multiplied it by a factor that gave us a number equivalent
    58        to the total population and then worked out the relative
    59        notional -- and I stress notional -- number of people, and
    60        relative percentages as such.  There was no attempt in that

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