Day 257 - 06 Jun 96 - Page 13

     
     1   MR. JUSTICE BELL:  I can see that no doubt if I multiplied 8,763
     2        by 5,000 I get 43,815,000, but where do you get the
     3        43,815,000 from?  Mr. Rampton pointed out that is not the
     4        population of the country?
     5        A.  It is the number of individuals percentage-wise who
     6        claim to eat out on a regular basis.
     7
     8   Q.   Right.  Just pause a moment.
     9
    10   MR. RAMPTON:  Can you give me the figure for the population of
    11        the country?
    12        A.  It is approximately 56.6m.
    13
    14   Q.   56.6m.  Yes.  So, am I right, roughly 77 per cent of the
    15        population eats out?
    16        A.  That is correct.
    17
    18   Q.   At some time during the course of the year?
    19        A.  Yes.
    20
    Q.   We are going in the right direction now?
    22        A.  That is correct.  Right.
    23
    24   MR. JUSTICE BELL:  Do all the 8,763 eat out?
    25        A.  In this sample, yes.
    26
    27   Q.   They did.  Right.  So we are comparing like with like?
    28
    29   MR. RAMPTON:  Mr. Fairgrieve, one other question, how is it
    30        known, or calculated, or estimated, that 77 per cent of
    31        56.6 million people eat out some time during the course of
    32        the year?
    33        A.  It was calculated by me for the purposes of this
    34        exercise.
    35
    36   Q.   What data did you use to calculate that figure?
    37        A.  It came from the Taylor Nelson database but the data we
    38        submitted previously as AF1 is collected from the same
    39        source, but not the standard piece of research we do.  We
    40        went back and reanalysed the data to derive that.
    41
    42   Q.   Is it as simple as this, and tell me if it is not.  If 77
    43        per cent of your respondents, or whatever it may be, say
    44        they eat out in the course of a year you would make the
    45        same assumption of the population at large?
    46        A.  That is correct.
    47
    48   MR. JUSTICE BELL:  But the 43,815,000 are not all eating at
    49        McDonald's, about 21 million-odd are?
    50        A.  That is correct, yes. 
    51 
    52   Q.   I see, because you have got a line eating elsewhere.  Yes, 
    53        I follow.
    54
    55   MR. RAMPTON:  We see Mr. Fairgrieve's second entry under the
    56        column that says, 'eating out universe McDonald's UK 21.7
    57        million individuals'.  Those are people who, by your
    58        calculation, eat at a McDonald's at some stage during the
    59        course of a year?
    60        A.  That is correct, yes.