1 = 15-17
2 = 18-24
3 = 25-35
4 = 36-54
5 = 55-70

1 = Male
2 = Female

Internet use
1 = User
2 = Non-user

Educational background
0 = don't know
1 = graduate
2 = postgraduate
3 = secondary
4 = technical college

1 = Not
2 = Quite
3 = Very
4 = Don't know

Brand first mentioned
1 = Burger King
2 = Domino Pizza
3 = KFC
4 = Little Chef
5 = McDonalds
6 = Pizza Express
7 = Pizza Hut
8 = Starbucks
9 = Wimpy
10 = Other
11 = Don't know

Read national newspapers
1 = Not at all
2 = Occasionally
3 = Regularly

Watch TV news
1 = Yes
2 = No

TV hours watched during week
1 = Under 1
2 = 1 to 2
3 = 2 to 3
4 = 3 to 5
5 = 5 to 10
6 = Over 10
7 = Don't know