Day 257 - 06 Jun 96 - Page 24
1 telephone and then if the people are willing to take part
2 in the research and an appointment is arranged and the
3 person visits the house, so the self-selection process in
4 the household takes place before the interviewer goes to
5 the house, and the household would nominate someone
6 appropriate. If, for instance, as part of the sample we
7 were looking at this particular point in time for a woman
8 between 25 and 35 and the person nominated as the head of
9 household was a woman between 25 and 35, and they were
10 willing to under take the interviews, the interview would
11 then take place.
12
13 Q. Right. So, most of these figures are going to be, or most
14 of the replies, are going to be what the head of household
15 is doing?
16 A. Yes. It is claimed behaviour on behalf of the
17 household, on behalf of the head of household, yes.
18
19 Q. Right. But except where that person is talking about
20 having gone out in a party or taking their children out,
21 they are only going to be talking about their own
22 experiences?
23 A. That is correct, yes.
24
25 Q. Right. You say that these are first gleaned by, or you get
26 the people to do the surveys first by telephoning?
27 A. Yes.
28
29 Q. Is that all people who are in the telephone directory, they
30 do not just ring?
31 A. It is done on a random telephone dialling basis, yes,
32 that is how initially the random sample would be arrived
33 at, and within that once people have accepted interviews
34 they are quotas by age, by social class et cetera, to build
35 up a profile that is representative of the UK population.
36
37 Q. So this survey would not include anybody who did not have a
38 telephone?
39 A. That is correct, yes.
40
41 Q. Right. It would not include anyone who was living in bed
42 and breakfast for example?
43 A. It would not include anybody who did not have a
44 telephone. I do not have any knowledge of what defines
45 telephone ownership.
46
47 Q. The figure you gave in AF3, the second page, the eating out
48 universe for McDonald's UK, equals 21,735,000 individuals;
49 that is the second star?
50 A. Yes.
51
52 Q. That is the total in the projected number of people
53 visiting across the UK column and does not include the ones
54 eating elsewhere?
55 A. That is a projected number of individuals within a
56 population eating at McDonald's, yes.
57
58 Q. And you get a figure from Taylor Nelson of the 640,000
59 people they interviewed. How many of those said they ate
60 at McDonald's?
