Olive Inn Tracking Study
Business Travelers
Name: __________________________________
Address: ________________________________________________________
Telephone #: ___________________________
Email: ___________________________
Interviewer: ___________________________
Date: ___________
Time Start: _________
Time End: _________
INTRODUCTION
Hello, my name is ______________, and I'm calling long distance from Austin for AJ Research.
May I please speak with (NAME ABOVE)?
(IF DESIGNATED RESPONDENT IS ON THE LINE, CONTINUE.)
(IF DESIGNATED RESPONDENT IS NOT ON THE LINE, ASK TO SPEAK WITH HIM
OR HER, REINTRODUCE YOURSELF, AND CONTINUE.)
(IF DESIGNATED RESPONDENT IS NOT AVAILABLE, OR DOES NOT HAVE TIME
TO BE INTERVIEWED NOW, ARRANGE FOR A CALLBACK.)
We are conducting a study on traveling habits in the United States and would like to include your
opinions.
IF RESPONDENT REFUSES AT INTRODUCTION
I understand your concern; however, your opinions are important and you may find the survey of
interest. If now is not a good time for you to complete the survey, I will gladly call you back at a
more convenient time. (IF NECESSARY, RECORD TIME AND DATE OF CALLBACK ON
THE RESPONDENT CALL SHEET.) Please remember that this is a national opinion poll and not
a sales call. Your answers will be confidential and no one will contact you in any way as a result of
your participation in this study.
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SCREENER AND TRIP COUNT MEASURES
1.
Do you work for... (READ LIST)? (CIRCLE ONE NUMBER.)
A travel agency..............................................1
An advertising agency……………...............2
A hotel...........................................................3
A marketing research company......................4
None of the above..........................................5
(IF ANSWER OTHER THAN 5, TERMINATE INTERVIEW.)
2.
During the past year, how many trips did you make for business (EMPHASIZE
"BUSINESS") where you stayed at a hotel overnight? (CIRCLE ONE ANSWER.)
00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15+
(IF ANSWERED QUESTION #2 WITH `00', `01', `02' OR `03', THEN TERMINATE
INTERVIEW. OTHERWISE, CONTINUE INTERVIEW.)
UNAIDED AND AIDED BRAND AWARENESS
UNAIDED AND AIDED ADVERTISING AWARENESS
3.
Please think about all the hotel chains in the United States. By "hotel chain" I mean a hotel
company that has hotels in several cities. When you think of hotel chains, what is the first
one that comes to mind?
4.
What other hotel chains can you think of? What others? (ASK UNTIL UNPRODUCTIVE
OR 6 HOTELS ARE MENTIONED.)
5.
Which hotel chains have you seen or heard advertising for in the past few months? What
others? (ASK UNTIL UNPRODUCTIVE.)
6.
(ASK FOR EACH PRELISTED HOTEL CHAIN NOT NAMED BY THE
RESPONDENT IN ANSWERING QUESTIONS 3, 4 AND 5.) Have you ever seen or
heard of a hotel chain named (NAME HOTEL CHAIN)?
7.
(ASK FOR EACH PRELISTED HOTEL CHAIN NAMED IN QUESTIONS 3, 4 AND 6,
BUT NOT NAMED IN QUESTION 5.) In the past few months, have you seen or heard
any advertising for (NAME HOTEL CHAIN)?
8.
(ASK FOR EACH PRELISTED HOTEL CHAIN NAMED IN QUESTIONS 3, 4 & 6
AND THOSE WHO HAVE TRAVELED AT LEAST ONCE ON BUSINESS IN THE
PAST YEAR.) In the past year, how many times did you stay in a (NAME HOTEL
CHAIN) when traveling on business?
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Q#3
Q#4
Q#5
Q#6
Q#7
Q#8
Unaided Unaided Unaided Aided Aided Busi1st recall recall recall
recall recall ness
brand
brand adv.
brand adv.
use
HOTEL CHAIN
9.
Best Western
___
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___
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Days Inn
___
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___
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___
Hilton
___
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___
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Holiday Inn
___
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___
___
___
Howard Johnson
___
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___
Hyatt
___
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___
___
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___
Marriott
___
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___
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Ramada
___
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___
___
Sheraton
___
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La Quinta
___
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Westin
___
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___
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___
Other
___
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___
___
___
___
When you take a trip for business reasons, does your company restrict you to a certain class
of hotels, or not?
Yes....................1 (ASK QUESTION #10.)
No.....................2 (SKIP TO QUESTION #11.)
NR.....................9 (SKIP TO QUESTION #11.)
10.
Does your company have an approved list of hotels that you are able to use for business
reasons, or not?
Yes....................1
No.....................2
NR.....................9
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STRENGTH OF PREFERENCE
11.
Imagine that you are taking a business trip next week to a city you had not visited before. If
all the hotel chains you are aware of were available to you, and one hotel in each chain was
equally convenient for you to use, what three hotel chains would you consider staying at?
(CHECK FIRST THREE MENTIONS ONLY.)
12.
To understand how strongly you feel about your preferences for one hotel chain over
another, I would like you do divide up 10 points between the three hotel chains you just
mentioned (REPEAT ANSWERS TO QUESTION 11). You can give anywhere from 0 to 10
points to a hotel chain. The higher the number, the stronger your preference is, but remember
that you have only 10 points to divide among the three hotels you mentioned. (VERIFY
THAT POINTS ADD TO 10.)
Q#11
Q#12
Mentioned
Points
HOTEL CHAIN
Best Western.....................................___.........................___
Days Inn...........................................___..........................___
Hilton................................................___.........................___
Holiday Inn.......................................___.........................___
Howard Johnson...............................___..........................___
Hyatt.................................................___..........................___
Marriott.............................................___.........................___
Ramada.............................................___.........................___
Sheraton............................................___.........................___
La Quinta..........................................___.........................___
Westin...............................................___.........................___
Other.................................................___.........................___
TOTAL......... 10
13.
All things being equal regarding the convenience of the location, which hotel chain would
you book for your next business trip?
___________________________________________
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HOTEL IMAGE QUESTIONS
14.
I'm going to read you a list of phrases which may or may not describe a particular hotel
chain. Please tell me how well you think each phrase describes each of the following five
hotel chains: Quality Inn, Ramada Inn, Holiday Inn, Best Western and Days Inn. (READ
CHAINS, ROTATING.) To do this we'll use a 10 point scale, where 10 means "describes
completely" and 1 means "does not describe at all." Of course, you may use any number
between 10 and 1. Just remember, the higher the number the more completely the phrase
describes the hotel chain.
Ready? The first/next hotel chain is (HOTEL CHAIN). Using the 10 point scale, how would
you rate (HOTEL CHAIN) on.... (READ LIST OF PHRASES). (WRITE SCORE IN THE
APPROPRIATE ROW AND COLUMN. REPEAT SCALE AS OFTEN AS NECESSARY.
ASK EACH PHRASE FOR ALL SIX HOTEL CHAINS BEFORE GOING TO THE NEXT
CHAIN.)
Best
Days
Western Inn
Holiday Howard Quality Ramada
Inn
Johnson Inn
Inn
Provides good value for money
_____..._____..._____....._____....._____....._____
Good for families and
vacation travelers
_____..._____..._____....._____....._____....._____
Good for business travelers
_____..._____..._____....._____....._____....._____
Provides high quality
accomodations
_____..._____..._____....._____....._____....._____
Where rooms are comfortable
_____..._____..._____....._____....._____....._____
Has friendly and professional
staff
_____..._____..._____....._____....._____....._____
Has good restaurants and
room service
_____..._____..._____....._____....._____....._____
Makes sure that things go the
way I like them
_____..._____..._____....._____....._____....._____
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DEMOGRAPHICS
Now I need to ask you just a few more questions. These last questions are just to divide our
interviews into groups.
15.
On average, about what percent of your total overnight business trips during the past year
were made by air travel? (DO NOT READ LIST. IF NECESSARY: "JUST
ROUGHLY"...)
Less than 10%...........................................1
10% to 25%...............................................2
26% to 50%...............................................3
51% to 75%...............................................4
More than 75%..........................................5
DK.............................................................9
16.
Into which of the following groups does your age fall? (READ LIST)
Under 25.....01
25 - 29........02
30 - 34........03
35 - 39........04
40 - 44........05
45 - 49........06
17.
Including yourself and any children, how many people are there currently living in your
household? (CIRCLE ONE)
01
18.
50 - 54….......07
55 - 59...........08
60 - 64...........09
65 & over…..10
NR…............99
02
03
04
05
06
07
08
09
10 or more
What was the last grade of school that you, yourself, completed? (DO NOT READ LIST)
8th grade or less............................................1
Some high school (1 to 3 years)....................2
High school graduate, no college..................3
Technical/vocational training.......................4
Some college................................................5
College graduate..........................................6
Some post graduate......................................7
Completed post graduate..............................8
Refused........................................................9
19.
NR
What is your occupation? ___________________________________
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20.
Is your total annual family income before taxes over or under $55,000 per year?
(IF UNDER ASK): Is it…
Less than $25,000..............................1
Between $25,000 and $34,000..........2
Between $35,000 and $44,000..........3
Between $45,000 and $54,000..........4
(IF OVER ASK): Is it…
Between $55,000 and $69,000…......5
Between $70,000 and $84,000..........6
Between $85,000 and $100,000........7
More than $100,000..........................8
Refused.............................................9
21. (RECORD RESPONDENT SEX)
Male...........................1
Female.......................2
Thank you for your cooperation.
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