Day 257 - 06 Jun 96 - Page 20

     
     1   Q.   But not the individual components of it?
     2   ?
     3        A.  That is right, yes.
     4
     5   Q.   Yes, Mr. Morris.
     6
     7   MS. STEEL:   Where was the 446 from?
     8
     9   MR. JUSTICE BELL:  It was the adding 8 to 77 to 381, so that one
    10        had a figure for eats once a week or more often.  I only
    11        took that as an example.
    12
    13   MR. MORRIS:  Can I ask you this, you therefore say you are
    14        confident about the 8, the 88 per cent, the 3,381 for
    15        instance?
    16        A.  I would, yes.
    17
    18   Q.   You would say that if one looks at the first sheet which is
    19        on the smaller survey you are confident about the 4 per
    20        cent or 11 per cent, the 18 per cent and so on?
         A.  I am, yes.
    22
    23   Q.   Do you have any real confidence in the projected number of
    24        people visiting across the UK as it appears in the second
    25        column of figures on the second sheet or not?  You are not
    26        to be blamed if you have no confidence because you only did
    27        it because I asked you to, but do you in fact have any
    28        confidence in it?
    29        A.  I have confidence that it is an established method for
    30        factoring out this kind of calculation across the
    31        population.  For instance, when during election times
    32        research companies do polls of opinion as to voting for one
    33        party or another, virtually the same process is applied to
    34        make opinions as to whether people are going to vote one
    35        way or another.  So it is the same process that market
    36        companies would use to gauge national opinion in most major
    37        service areas.  So the methodology is sound in that sense,
    38        and the data source AF1 that we have based it upon is the
    39        most sound data source, and certainly the data source that
    40        we would use, should we want to do this calculation
         on-going.  I have confidence that it is the best
    42        calculation to achieve your aim that could have been done
    43        from this data.
    44
    45   MR. MORRIS:  The AF1 survey was the same general target
    46        population was it?
    47        A.  Yes.
    48
    49   Q.   So, we can with confidence say that the eating once a week
    50        at McDonald's is somewhere between ten and 15 per cent? 
    51        A.  Yes. 
    52 
    53   Q.   On the first chart it is 15 per cent, on the second chart
    54        it is ten or 11 per cent?
    55        A.  Yes.
    56
    57   Q.   And same with the several times a week, it is somewhere
    58        between 2 and 4 per cent?
    59        A.  Yes.
    60