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

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