Olive Inn Tracking Study
Travel Agent Questionnaire
Name: __________________________________
Company: ________________________________________________________
Street Address: __________________________________________________
City: _______________________
State: _______
Zip: ___________
Telephone #: ___________________________
Email: ___________________________
Interviewer: ___________________________
Date: _____________
Time Start: _________
Time End: __________
INTRODUCTION
Hello, my name is ______________, and I'm calling long distance from Las Cruces for Aggie
Mountain 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 travel/lodging 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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BRAND AND AVERTISING AWARENESS
1.
Please think about 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?
2.
What other hotel chains can you think of? (RECORD HOTEL CHAIN LISTED BY
SEQUENCE NUMBER. FOR EXAMPLE, CODE `3' IF THE THIRD HOTEL CHAIN
MENTIONED. ASK UNTIL UNPRODUCTIVE OR SIXTH HOTEL MENTIONED.)
3.
Which hotel chains do you remember seeing or hearing advertising for in the last six
months? What others? (ASK UNTIL UNPRODUCTIVE.)
Q#1
First
Mention
Brand
Q#2
Other
Mention
Brand
Q#3
Unaided
Recall
Advertising
Best Western
___
___
___
Days Inn
___
___
___
Hilton
___
___
___
Holiday Inn
___
___
___
Howard Johnson
___
___
___
Hyatt
___
___
___
Marriott
___
___
___
Ramada
___
___
___
Sheraton
___
___
___
La Quinta
___
___
___
Westin
___
___
___
Other
___
___
___
HOTEL CHAIN
2
4.
(ASK FOR FIRST THREE HOTEL CHAINS MENTIONED AND OLIVE INN.) Do you
remember what the major points where for the (NAME HOTEL CHAIN) advertisements?
Chain #1: Name_____________________________
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
Chain #2: Name_____________________________
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
Chain #3: Name_____________________________
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
3
STRENGTH OF PREFERENCE
5.
Imagine that you are booking a business client that you have booked before. If all the hotel
chains in the United States were available, and one hotel in each chain was equally
convenient for your business client's use, in what three hotel chains would you consider
booking your client? (CHECK FIRST THREE MENTIONS ONLY.)
6.
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 5). 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#5
Mentioned
Q#6
Points
HOTEL CHAIN
Best Western.................................___.........................___
Days Inn........................................___.........................___
Hilton............................................___.........................___
Holiday Inn...................................___.........................___
Howard Johnson...........................___..........................___
Hyatt.............................................___..........................___
Marriott.........................................___.........................___
Ramada.........................................___.........................___
Sheraton........................................___.........................___
La Quinta......................................___.........................___
Westin...........................................___.........................___
Other.............................................___.........................___
TOTAL... 10
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HOTEL IMAGE QUESTIONS
7.
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
Provides good value for money
Holiday Howard Quality Ramada
Inn
Johnson Inn
Inn
_____..._____..._____....._____....._____....._____
Good for family/vacation travelers _____..._____..._____....._____....._____....._____
Understands business travelers’
needs
_____..._____..._____....._____....._____....._____
Offers high quality accomodations _____..._____..._____....._____....._____....._____
Where rooms are comfortable
_____..._____..._____....._____....._____....._____
Confident traveler will be
satisfied if booked there
_____..._____..._____....._____....._____....._____
Has friendly and professional staff _____..._____..._____....._____....._____....._____
Has good restaurants and
room service
_____..._____..._____....._____....._____....._____
Makes sure that things go the
way I like them
_____..._____..._____....._____....._____....._____
Where cleanliness is important
_____..._____..._____....._____....._____....._____
Is a hotel I like to work with
_____..._____..._____....._____....._____....._____
Pays commissions promptly
_____..._____..._____....._____....._____....._____
5
TRAVEL AGENT BACKGROUND INFORMATION
Now I need to ask you just two more questions. These last questions are just to divide our
interviews into groups.
8.
How many business trips did you book in the last year? A rough estimate is fine. (FILL IN
THE BLANK.)
______________________
9.
How many leisure trips did you book in the last year? A rough estimate is fine. (FILL IN
THE BLANK.)
______________________
10.
(ASK FOR EACH ALL LISTED HOTEL CHAINS.) In the past year, what percent of your
business travel bookings are made in (NAME HOTEL CHAIN)? (VERIFY THAT
PERCENTS ADD TO 100.)
11.
(ASK FOR EACH ALL LISTED HOTEL CHAINS.) In the past year, what percent of your
leisure travel bookings are made in (NAME HOTEL CHAIN)? (VERIFY THAT
PERCENTS ADD TO 100.)
Q#10
Business
use
Q#11
Leisure
use
Q#10
Business
use
HOTEL CHAIN
Q#11
Leisure
use
HOTEL CHAIN
Best Western
___
___
Marriott
___
___
Days Inn
___
___
Ramada
___
___
Hilton
___
___
Sheraton
___
___
Holiday Inn
___
___
Travel Lodge ___
___
Howard Johnson
___
___
Westin
___
___
Hyatt
___
___
Other
___
___
`
100% 100%
100% 100%
6
12.
For what percent of business bookings (in room nights) do companies restrict their
employees to a certain class of hotels? (FILL IN THE BLANK.)
_________________
13. For what percent of business bookings (in room nights) do companies restrict their
employees to an approved list of hotels? (FILL IN THE BLANK.)
_________________
Thank you very much for your cooperation.
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