Day 065 - 09 Dec 94 - Page 68

     
     1
     2   Q.   You mean if you do not like the answer, you say it; if you
     3        do like the answer, you do not say it, is that what it is?
     4        A.  No, I do not say that at all.  I was basing this in
     5        relation to this particular set of circumstances.  People
     6        may be clearer in their minds what their attitude to
     7        something is, much clearer, than being aware of necessarily
     8        how their behaviour is influenced.
     9
    10   Q.   Ms. Dibb, let us not be airy-fairy about this.  There is a
    11        tendency, is there not, for people who are the subject
    12        matter of these polls, these pieces of research, call it
    13        what you like, for people to give the answer which they
    14        perceive the researcher wants them to give; is that right?
    15        A.  And I think that is why MORI so construct the
    16        questions, by reversing some of them, so that to minimise
    17        any bias that might come in through that source.
    18
    19   Q.   "I think there should be tougher restrictions on the
    20        advertising of foods and soft drinks to children" -- is
         that not a loaded question if you have ever seen one?
    22        A.  MORI do not consider it a loaded question.  MORI have
    23        the expertise in this area.  We went to MORI because they
    24        have an excellent reputation in this area.
    25
    26   Q.   We have had Mr. Williams, we have had MORI; I am asking you
    27        whether you do not agree that it is a loaded question -- it
    28        is something which in due course his Lordship may have to
    29        decide -- and what MORI thinks about it is completely
    30        beside the point?
    31        A.  Well, we took MORI's expert advice on this.  I am not
    32        an expert in polls, though I believe MORI to be an
    33        organisation with great expertise in that.  We took MORI's
    34        advice on this.  We did not want to end up with a survey,
    35        obviously, that would not stand up, and MORI assured us in
    36        the way that the questions were phrased that any bias that
    37        might be introduced in that way would be minimised.
    38
    39   Q.   This survey done by MORI on your behalf is all about diet
    40        and, in particular, a healthy balanced diet and children,
         is it not?  That is what the four questions are all about,
    42        are they not?
    43        A.  Sorry, I have put mine away.  It is about parent's
    44        attitudes towards children's food advertising.
    45
    46   Q.   No.  I ask you just to look at the questions, read them to
    47        yourself.  There are four of them.
    48        A.  Question 2 makes reference to a "healthy, balanced
    49        diet".
    50 
    51   Q.   I take it all the respondents were asked all four 
    52        questions; is that right? 
    53        A.  Of course they were.
    54
    55   Q.   Exactly.  Now please read them as a raft.
    56        A.  The question you are asking me is?
    57
    58   Q.   Have you read them?
    59        A.  Yes.
    60