怎樣才能做好酒店品牌設(shè)計(jì)市場(chǎng)調(diào)研原則？注意程序和方法。
（一）問(wèn)卷市場(chǎng)調(diào)研的原則
    （1）有明確的主題。根據(jù)酒店品牌設(shè)計(jì)市場(chǎng)調(diào)查主題，從實(shí)際出發(fā)擬題，問(wèn)題目的明確，重點(diǎn)突出，沒(méi)有可有可無(wú)的問(wèn)題。
    （2）結(jié)構(gòu)合理，邏輯性強(qiáng)。問(wèn)題的排列應(yīng)有一定的邏輯順序，符合應(yīng)答者的思維程序。一般是先易后難、先簡(jiǎn)后繁、先具體后抽象。
    （3）通俗易懂。問(wèn)卷應(yīng)使應(yīng)答者一目了然，并愿意如實(shí)回答。問(wèn)卷中語(yǔ)氣
要親切，符合應(yīng)答者的理解能力和認(rèn)為能力，避免使用專業(yè)術(shù)語(yǔ)。對(duì)敏感性問(wèn)題采取一定的技巧調(diào)查，使問(wèn)卷具有合理性和可答性，避免主觀性和暗示性，以免答案失真。
    （4）控制問(wèn)卷的長(zhǎng)度。回答問(wèn)卷的時(shí)間控制在20分鐘左右，問(wèn)卷中即不浪費(fèi)一個(gè)問(wèn)句，也不遺漏一個(gè)問(wèn)句。
    （5）便于資料的校驗(yàn)、整理和統(tǒng)計(jì)。
（二）問(wèn)卷設(shè)計(jì)的程序
    （1）確定主題和資料范圍。根據(jù)調(diào)查目的的要求，研究調(diào)查內(nèi)容、所需收集的資料及資料來(lái)源、調(diào)查范圍等，醞釀問(wèn)卷的整體構(gòu)思，將所需要的資料一一列出，分析哪些是主要資料，哪些是次要資料，哪些是可要可不要的資料，淘汰那些不需要的資料，再分析哪些資料需要通過(guò)問(wèn)卷取得、需要向誰(shuí)調(diào)查等，并確定調(diào)查地點(diǎn)、時(shí)間及對(duì)象。
    （2）分析樣本特征。分析了解各類調(diào)查對(duì)象的社會(huì)階層、社會(huì)環(huán)境、行為規(guī)范、觀念習(xí)俗等社會(huì)特征，需求動(dòng)機(jī)、潛在欲望等心理特征，理解能力、文化程度、知識(shí)水平等學(xué)識(shí)特征，以便針對(duì)其特征來(lái)擬題。
    （3）擬定并編排問(wèn)題。首先構(gòu)想每項(xiàng)資料需要用什么樣的句型來(lái)提問(wèn)，盡量詳盡地列出問(wèn)題，然后對(duì)問(wèn)題進(jìn)行檢查、篩選，看它有無(wú)多余的問(wèn)題，有無(wú)遺漏的問(wèn)題，有無(wú)不適當(dāng)?shù)膯?wèn)句，以便進(jìn)行刪、補(bǔ)、換。
    （4）進(jìn)行試問(wèn)試答。站在調(diào)查者的立場(chǎng)上試行提問(wèn)，看看問(wèn)題是否清楚明白，是否便于資料的記錄、整理；站在應(yīng)答者的立場(chǎng)上試行回答，看看是否能答和愿答所有的問(wèn)題，問(wèn)題的順序是否符合思維邏輯。估計(jì)回答時(shí)間是否合乎要求。有必要在小范圍進(jìn)行實(shí)地試答，以檢查問(wèn)卷的質(zhì)量。
    （5）修改、復(fù)印。根據(jù)試答情況，進(jìn)行修改，再試答，再修改，直到完全合格以后才定稿付印，制成正式問(wèn)卷。
（三）問(wèn)題的形式
1.開放式問(wèn)題
    又稱無(wú)結(jié)構(gòu)的問(wèn)答題。在采用開放式問(wèn)題時(shí)，應(yīng)答者可以用自己的語(yǔ)言自由地發(fā)表意見(jiàn)，在問(wèn)卷上沒(méi)有已擬定的答案。
    例如：您對(duì)本酒店的基本印象是什么？您認(rèn)為我酒店在服務(wù)過(guò)程中還存在哪些缺陷？
    顯然，應(yīng)答者可以自由回答以上的問(wèn)題，并不需要按照問(wèn)卷上已擬定的答案加以選擇，因此應(yīng)答者可以充分地表達(dá)自己的看法和理由，并且比較深入有時(shí)還可獲得研究者始料未及的答案。通常而言，問(wèn)卷上的第一個(gè)問(wèn)題采用自由式問(wèn)題，讓應(yīng)答者有機(jī)會(huì)盡量發(fā)表意見(jiàn)，這樣可制有利的調(diào)查氣氛，縮短調(diào)查者與應(yīng)答者之間的距離。
    然而，開放式問(wèn)題亦有其缺點(diǎn)。例如調(diào)查者的偏見(jiàn)，因記錄應(yīng)答者答案是由調(diào)查者執(zhí)筆，極可能失真，或并非應(yīng)答者原來(lái)的意思。如果調(diào)查者按照他自己的理解來(lái)記錄，就有出現(xiàn)偏見(jiàn)的可能。但這些不足可運(yùn)用錄音機(jī)來(lái)彌補(bǔ)。開放式問(wèn)題的第二個(gè)主要缺點(diǎn)是資料整理與分析的困難。由于各種應(yīng)答者的答案可能不同，所用字眼各異，因此在答案分類時(shí)難免出現(xiàn)困難，整個(gè)過(guò)程相當(dāng)耗費(fèi)時(shí)間，而且免不了夾雜整理者個(gè)人的偏見(jiàn)。因此，開放性問(wèn)題在探索性調(diào)研中時(shí)很有幫助的，但在大規(guī)模的抽樣調(diào)查中，它就弊大于利了。

How can good hotel brand design principle of market research? Note that the procedures and methods.
 (A) the principles of the questionnaire market research
    (1) there is a clear theme. The intended title according to the theme of the hotel brand market research, proceed from reality, the problem targeted, focused and not dispensable.
    (2) the structure is reasonable, logical and strong. The arrangement of the problem should be a logical order, in line with the thinking process of the respondents. Is generally the easier issues first, after the first Jane Fan, the first concrete after the abstract.
    (3) easy to understand. Questionnaire respondents at a glance, and willing to answer truthfully. Tone of the questionnaire
Be kind, the ability to understand the respondents and that the ability to avoid using jargon. Sensitive issues to take a skills survey, the questionnaire with the rationality and A, to avoid subjectivity and implied in order to avoid distortion answer.
    (4) to control the length of the questionnaires. Time control questionnaire in 20 minutes or so, that does not waste a questions in the questionnaire, do not forget a questions.
    (5) to facilitate data validation, sorting, and statistics.
(B) the design of the questionnaire procedure
    (1) determine the topics and scope of information. The whole idea of ​​the requirements of the objectives of the survey, the survey content, you need to gather information and data sources, the scope of the investigation, deliberation questionnaire, the information required to list, analyze what is the main information, which is a secondary data, What is you had better information but do not eliminate those unwanted data, and then analyze what information needs to be obtained through a questionnaire, to whom the investigation, and to determine the survey location, time and object.
    (2) analysis of sample characteristics. Analysis to understand the social class of the object of various investigations, knowledge of the psychological characteristics of the social environment, behavior, norms, ideas, customs and other social characteristics, motivations, potential and desire, understanding, ability, educational level, knowledge level characteristics, in order for its characteristics intended to question .
    (3) the preparation and arrangement of the problem. Idea of ​​each of the data, first of all, what kind of sentence to ask questions, as an exhaustive list of the problem, then check the problem, screening, to see whether excess, whether the omission, whether inappropriate questions for delete, supplement, change.
    (4) How to test A. Standing in the investigator's position on the pilot to ask questions, to see whether the problem is clear, whether easy data record, finishing the pilot replied; on the position of standing on the respondents, see if you can answer and is willing to answer all the questions, the order of questions compliance with the logic. Estimated answer time is in compliance with the requirements. It is necessary in small-scale field test a questionnaire to check the quality.
    (5) modify, copy. Be modified according to test A, and try to answer, and then modify until after the fully qualified before finalization of printing, made a formal questionnaire.
 (C) in the form of the problem
An open-ended questions
    Also known as the structure of the question. Using open-ended questions, respondents can freely use their own language to express their views on the questionnaire does not have a prepared answer.
    For example: What is you impression of the hotel? You think my hotel in the service process, what are the defects?
    Clearly, respondents can be more than free to answer the question, does not need to be selected in accordance with the questionnaire has been prepared on the answer, so that respondents can express their views and reasons, and more in-depth and sometimes can also be unexpected by the researchers answer. Generally speaking, the first question on the questionnaire using freestyle, so that the respondents have the opportunity to express their views, which can be prepared a favorable atmosphere of the investigation, to shorten the distance between the survey respondents.
    However, the open-ended questions also its shortcomings. Such as investigator bias, respondents answer due to the record by the investigators write, most likely distorted, or not answering the original meaning. If the investigation in accordance with his own understanding of records, there is the possibility of bias. However, these deficiencies can use the recorder to compensate. Open second major drawback is the difficulty of data collection and analysis. The answer may be different due to various respondents, the wording varied, so will inevitably lead to difficulties in answer to the classification, the whole process is quite time-consuming, and inevitably mixed with finishing personal prejudices. Therefore, the open-ended questions helpful in exploratory research, but in the large-scale sample survey, it will do more harm than the