Day 055 - 25 Nov 94 - Page 38
1 I would like to say that MORI place great emphasis on
2 ensuring that any results from their surveys are carefully
3 presented. They made that very clear to us and they, quite
4 rightly, in our view, expressed the wish that we should
5 show them in advance, so that they could check what
6 interpretation we might be putting on their survey
7 results. We felt that -----
8
9 Q. And they approved your document?
10 A. Yes.
11
12 Q. In full?
13 A. Yes. That was also important from the National Food
14 Alliance's point of view, as well as from MORI's point of
15 view.
16
17 Q. Just before we go on to the actual details, were you, since
18 Mr. Miles' evidence, in contact with MORI? Would you just
19 explain ---
20 A. Yes, I was ---
21
22 Q. -- what happened?
23 A. I was telephoned by MORI, as they had been contacted by
24 a firm of solicitors and, as a courtesy call to me and the
25 NFA as a client, I made clear to them that I was happy for
26 them to provide whatever information might be requested in
27 relation to our commissioned survey. But I did also, I was
28 aware that the question about the interpretation of
29 question 1 had been raised, and so I took the opportunity
30 of discussing this further with MORI. I was told -----
31
32 MR. JUSTICE BELL: I have to say that I think there are probably
33 other things you are going to be asked. I did not
34 interpret that, myself, in the same way as Mr. Miles did,
35 but there we are. It would have been very easy to express
36 the question in the way he interpreted it, but I have not
37 heard any argument on it. Anyway, you complete the answer
38 you were about to give.
39 A. I wanted to make the point that MORI reconfirmed that,
40 in their very great experience of opinion polls, that
41 question would be understood by people to mean: should
42 there be tougher restrictions on the advertising of foods
43 and soft drinks to children as compared to those that exist
44 now, rather than compared with, for example, restrictions
45 on advertising of food and soft drinks to any other
46 particular group; and they did indicate to me that if any
47 confirmation of that was required in writing, that could be
48 provided.
49
50 MR. MORRIS: Maybe that will not be necessary, but if it becomes
51 necessary it can be done.
52
53 Would you just take us through -- do we have to refer to
54 the tables? Is it helpful, or can we just ---
55
56 MR. JUSTICE BELL: No.
57
58 MR. MORRIS: -- refer to the summary?
59
60 MR. JUSTICE BELL: What you can do, if you wish, is just -- you
