Day 047 - 07 Nov 94 - Page 48

     
     1        I am not going to tell Your Lordship what that is, but Mr.
     2        Miles might know what it is and how it is conducted
     3        following up from what Your Lordship has just said.
     4
     5   MR. JUSTICE BELL: Well, you can take that up in re-examination.
     6        It is just that this phrase, this word "Concern" is used
     7        and all I am asking is whether there is anything that you
     8        know, in the way it was conducted, which registered whether
     9        it was just something which a parent might have a marginal
    10        preference on, for instance, or might be having sleepness
    11        nights about.
    12        Do you see, was there anything which registered as far as,
    13        you know, the degree of "Concern"?
    14        A.  I think your point is absolutely right My Lord. I think
    15        these questions asked in this way are merely giving snap
    16        shot answers rather than understanding the depth of the
    17        concern. That is the danger of poles of this kind, they
    18        give you an answer to a question.
    19
    20   MR. JUSTICE BELL: So you don't think there was any question in
         relation to that?
    22        A.  I am sure that of the 40 percent, some would have a
    23        relatively -- .
    24
    25   MR. JUSTICE BELL: But no questionnaire boxes, very worried,
    26        worried and so on.
    27        A.  It is a yes/no kind of question rather than on a five
    28        point scale.
    29
    30   MS. STEEL: Can I just say, with respect, I don't think that that
    31        is quite right. The reason I am using, concern, is because
    32        I was trying to pick a word that was not too controversial,
    33        that was not, like, extremely worried or whatever, I do not
    34        think it is true to say that they can not have thought
    35        about it before because they're for example in the age 5 to
    36        14 parents of children aged 5 to 14, there is 50 percent
    37        that agree and 43 percent that disagree.
    38        Now, I would say that the seven percent are the ones that
    39        have not thought about it they just say I do not know, or
    40        whatever. If 50 percent have agreed, it is because it is
         something they are concerned about and I do not really
    42        understand why -- .
    43
    44   MR. JUSTICE BELL: I have to say I find it difficult there
    45        because most people can manage to answer a question even if
    46        they have not given it any thought at all before. I would
    47        not have thought that the mere fact that when the question
    48        is put they feel able to have a view on it means that they
    49        have given it any thought.
    50        You see under discussion it says "The results of Morey's 
    51        survey clearly shows that parents have strong views about 
    52        food advertising in children's diets", no doubt I will be 
    53        directed to where that comes from but there we are. Anyway,
    54        I have made the point for better or worse and we can argue
    55        about it later if need be.
    56
    57   MS. STEEL: I would have thought that if that was the case, then
    58        it would be true of any survey that all surveys were
    59        worded...
    60