Day 309 - 03 Dec 96 - Page 10

     
     1        say Mr. Fairgrieve's sheets, they are not, they were the
     2        ones which at your Lordship's request he obtained from
     3        Taylor Nelson.  In fact, they are not the figures for 1994,
     4        the year for which he first produced percentage figures,
     5        because those were not obtainable any more except by an
     6        expensive attack on the computer.  But they were able to
     7        produce these at short notice, and what these are are the
     8        extrapolated or weighted figures from the unweighted sample
     9        which they researched, which was 8204 people.  That is the
    10        number of respondents.  That is the first figure under
    11        "total" in the second column on the first column of
    12        figures.  They then used that method of calculation, as
    13        I understand it.
    14
    15   MR. JUSTICE BELL:  I think I had better look at it -- that is in
    16        Mr. Fairgrieve's?
    17
    18   MR. RAMPTON:  I do not know where your Lordship was asked to put
    19        it.  I, myself, just kept it loose in my nutrition file, I
    20        am afraid, so I did not -- it was after Mr. Fairgrieve.
    21
    22   MR. JUSTICE BELL:  Yes.  It is yellow 5, divider 3.
    23
    24   MR. RAMPTON:  It was after Mr. Fairgrieve's last visit that
    25        these were produced, I think.
    26
    27   MR. JUSTICE BELL: Is it Omnimas classification?
    28
    29   MR. RAMPTON:  No.  It is called Omnimas weeks 719, 29, 43, 1995,
    30        eating out, two tables, 26/1 and 26/2.  I have, in fact,
    31        got spares, I think.  Perhaps I can hand them up.  We will
    32        find out where your Lordship is likely to have put them, if
    33        we can, before the end of this term certainly.
    34
    35   MR. MORRIS:  I put mine next to AF3 and 4, I think.
    36
    37   MR. RAMPTON:  Would you like a copy?  (Handed)
    38
    39   MR. JUSTICE BELL:  I will find some time but I can keep this can
    40        I?
    41
    42   MR. RAMPTON:  Yes, my Lord.  Yes, certainly.
    43
    44   MR. JUSTICE BELL: Yes.
    45
    46   MR. RAMPTON:  What it is -- I think it is actually pretty clear
    47        on the face of it -- the unweighted totals are the actual
    48        numbers of respondents in each category.  That is the first
    49        line of figures underneath the ages and the social class
    50        and children, and so on.  Then the actual number of 
    51        respondents is extrapolated into a total eating out 
    52        population of 44,080,000 people.  That is for the country 
    53        at large, because one can see if one looks at the last but
    54        one figure in the total column the word 'never'; those are
    55        the people that never visit McDonald's in the course of a
    56        year, or did not in the course of that year, which is
    57        21,068,000 people.  Which means that McDonald's universe in
    58        the market -- may I call it McDonald's universe -- is
    59        22,511,000 people during the course of that year.  That is
    60        where I start on page 70.  At 17 - 18, sorry.