Day 065 - 09 Dec 94 - Page 74

     
     1        researcher.
     2
     3   MR. JUSTICE BELL:  No.  It did not come in as evidence in
     4        itself.  It came in to test whether Ms. Dibb was being fair
     5        in Advertisers' Dream.
     6
     7   MR. MORRIS:  Yes.  We can put that one away.  The next point is
     8        the MORI survey and The Psychology Business Limited survey
     9        were compared by Mr. Rampton.  Is MORI a respected polling
    10        organisation?
    11        A.  Indeed it is.
    12
    13   MR. JUSTICE BELL:  I do not need persuading of that.
    14
    15   MR. MORRIS:  Is the Psychology Business Limited a respected
    16        polling organisation research?
    17        A.  The piece of research they did was not a poll.  I do
    18        not know whether they do any polling work but this is the
    19        only piece of research of theirs that I have seen and it is
    20        not a poll.
    21
    22   Q.   Have you ever seen any other work by them?
    23        A.  No.
    24
    25   Q.   If I refer you to the MORI, the MORI conclusions
    26        themselves?  It is actually the MORI document on the second
    27        page in the memorandum on the conclusions on the findings
    28        of the survey under the third question, MORI themselves
    29        say, do they not:  "Among parents of children aged five to
    30        14 the proportion who admit to succumbing to pester power
    31        in this way rises to nearly half, 46 per cent", yes?
    32        A.  Yes.
    33
    34   Q.   So is it clear that in their own conclusions they tally
    35        with the conclusions which you drew ---
    36        A.  Indeed.
    37
    38   Q.   -- on the pester power implications?
    39        A.  These are statistical figures from the MORI survey.
    40        They are the same figures as MORI quote, the ones that we
         have quoted.
    42
    43   Q.   But not just in terms of figures but in the conclusion
    44        regarding what they call pester power; the quality of the
    45        conclusion coincides with yours, yes?
    46        A.  Yes.
    47
    48   Q.   They use the word "succumbing"?
    49        A.  Yes.
    50 
    51   Q.   Is that something you would agree with? 
    52        A.  I would not take issue at all with MORI's 
    53        interpretation of these figures.
    54
    55   MR. JUSTICE BELL:  Are you leaving that for the moment, because
    56        I will take the opportunity to ask a question then about
    57        that.  Question 3 on the memorandum:  If you are right, as
    58        you may be, that it is human nature not to admit that you
    59        have been influenced by other forces but that, rather, to
    60        express an answer which shows that you are your own man or