Day 054 - 24 Nov 94 - Page 21

     
     1        A.  At the bottom of page 56.
     2
     3   MR. MORRIS:  Can I, for the record, say that the Brian Young
     4        pamphlet published by the Health Education Authority was
     5        called "Sugar, Children and Television Advertising"?
     6
     7   MS. STEEL:  Go back to the bottom of page 56 -- sorry, before
     8        you actually do that, can you just give a brief summary of
     9        what this whole study is looking at and who was surveyed?
    10        A.  This was primarily a study of mothers -- excuse me
    11        while I find the methodologies on page 4.  This study
    12        consists of a programme of qualitative as well as
    13        quantitative research.  The Research Association held four
    14        discussion groups with mothers, and it gives a break-down
    15        of areas -- sorry, they also held discussion groups with
    16        children as well as mothers.
    17
    18        That was the qualitative research.  The quantitative
    19        research here is recorded here as conducting
    20        semi-structured interviews with mothers of children aged 6
         to 11.  As it records here, the child was encouraged to sit
    22        in and help with the interview.  It gives a break-down of
    23        by class, by region, by working status and age of child, so
    24        that was the methodology for the report.
    25
    26        The particular section I wanted to refer to was at the
    27        bottom of page 56.  This is attitudes towards promotional
    28        gifts.  As recorded here, it says:  "On the whole
    29        respondents within the group discussions took a poor view
    30        of manufacturer's promotional gifts.  It appears that the
    31        promoters" -- sorry, "the promotions".
    32
    33   MR. JUSTICE BELL:  "In many cases" the?
    34        A.  Yes, "... in many cases it appears that the promotions
    35        actually caused more 'worry than they are actually worth'.
    36        Here respondents complained that the gifts themselves were
    37        'rubbish'; that they were frequently the cause of
    38        arguments between children, and that children frequently
    39        insisted on the purchase of a product giving away a
    40        particular item, even when the product itself would not be
         eaten.  The quantitative research indicates perhaps more
    42        ambivalence".
    43
    44   MS. STEEL:  That is on page?
    45        A.  57.
    46
    47   Q.   Is that the chart in the middle of that page?
    48        A.  It is just above the chart.
    49
    50   Q.   Do you want to --- 
    51        A.  Yes. 
    52 
    53   Q.   -- read out the relevant parts of that and the chart below?
    54        A.  Yes.
    55
    56   MR. JUSTICE BELL:  What you have just read out under 7.2, is a
    57        result of group discussion, is it, a summary of group
    58        discussion?
    59        A.  Yes.
    60