怎樣才能做好酒店品牌設計市場調研原則？注意程序和方法。
（一）問卷市場調研的原則
    （1）有明確的主題。根據酒店品牌設計市場調查主題，從實際出發擬題，問題目的明確，重點突出，沒有可有可無的問題。
    （2）結構合理，邏輯性強。問題的排列應有一定的邏輯順序，符合應答者的思維程序。一般是先易后難、先簡后繁、先具體后抽象。
    （3）通俗易懂。問卷應使應答者一目了然，并愿意如實回答。問卷中語氣
要親切，符合應答者的理解能力和認為能力，避免使用專業術語。對敏感性問題采取一定的技巧調查，使問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）控制問卷的長度。回答問卷的時間控制在20分鐘左右，問卷中即不浪費一個問句，也不遺漏一個問句。
    （5）便于資料的校驗、整理和統計。
（二）問卷設計的程序
    （1）確定主題和資料范圍。根據調查目的的要求，研究調查內容、所需收集的資料及資料來源、調查范圍等，醞釀問卷的整體構思，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問卷取得、需要向誰調查等，并確定調查地點、時間及對象。
    （2）分析樣本特征。分析了解各類調查對象的社會階層、社會環境、行為規范、觀念習俗等社會特征，需求動機、潛在欲望等心理特征，理解能力、文化程度、知識水平等學識特征，以便針對其特征來擬題。
    （3）擬定并編排問題。首先構想每項資料需要用什么樣的句型來提問，盡量詳盡地列出問題，然后對問題進行檢查、篩選，看它有無多余的問題，有無遺漏的問題，有無不適當的問句，以便進行刪、補、換。
    （4）進行試問試答。站在調查者的立場上試行提問，看看問題是否清楚明白，是否便于資料的記錄、整理；站在應答者的立場上試行回答，看看是否能答和愿答所有的問題，問題的順序是否符合思維邏輯。估計回答時間是否合乎要求。有必要在小范圍進行實地試答，以檢查問卷的質量。
    （5）修改、復印。根據試答情況，進行修改，再試答，再修改，直到完全合格以后才定稿付印，制成正式問卷。
（三）問題的形式
1.開放式問題
    又稱無結構的問答題。在采用開放式問題時，應答者可以用自己的語言自由地發表意見，在問卷上沒有已擬定的答案。
    例如：您對本酒店的基本印象是什么？您認為我酒店在服務過程中還存在哪些缺陷？
    顯然，應答者可以自由回答以上的問題，并不需要按照問卷上已擬定的答案加以選擇，因此應答者可以充分地表達自己的看法和理由，并且比較深入有時還可獲得研究者始料未及的答案。通常而言，問卷上的第一個問題采用自由式問題，讓應答者有機會盡量發表意見，這樣可制有利的調查氣氛，縮短調查者與應答者之間的距離。
    然而，開放式問題亦有其缺點。例如調查者的偏見，因記錄應答者答案是由調查者執筆，極可能失真，或并非應答者原來的意思。如果調查者按照他自己的理解來記錄，就有出現偏見的可能。但這些不足可運用錄音機來彌補。開放式問題的第二個主要缺點是資料整理與分析的困難。由于各種應答者的答案可能不同，所用字眼各異，因此在答案分類時難免出現困難，整個過程相當耗費時間，而且免不了夾雜整理者個人的偏見。因此，開放性問題在探索性調研中時很有幫助的，但在大規模的抽樣調查中，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