怎样才能做好酒店品牌设计市场调研原则？注意程序和方法。

怎样才能做好酒店品牌设计市场调研原则？注意程序和方法。
（一）问卷市场调研的原则
    （1）有明确的主题。根据酒店品牌设计市场调查主题，从实际出发拟题，问题目的明确，重点突出，没有可有可无的问题。
    （2）结构合理，逻辑性强。问题的排列应有一定的逻辑顺序，符合应答者的思维程序。一般是先易后难、先简后繁、先具体后抽象。
    （3）通俗易懂。问卷应使应答者一目了然，并愿意如实回答。问卷中语气
要亲切，符合应答者的理解能力和认为能力，避免使用专业术语。对敏感性问题采取一定的技巧调查，使问卷具有合理性和可答性，避免主观性和暗示性，以免答案失真。
    （4）控制问卷的长度。回答问卷的时间控制在20分钟左右，问卷中即不浪费一个问句，也不遗漏一个问句。
    （5）便于资料的校验、整理和统计。
（二）问卷设计的程序
    （1）确定主题和资料范围。根据调查目的的要求，研究调查内容、所需收集的资料及资料来源、调查范围等，酝酿问卷的整体构思，将所需要的资料一一列出，分析哪些是主要资料，哪些是次要资料，哪些是可要可不要的资料，淘汰那些不需要的资料，再分析哪些资料需要通过问卷取得、需要向谁调查等，并确定调查地点、时间及对象。
    （2）分析样本特征。分析了解各类调查对象的社会阶层、社会环境、行为规范、观念习俗等社会特征，需求动机、潜在欲望等心理特征，理解能力、文化程度、知识水平等学识特征，以便针对其特征来拟题。
    （3）拟定并编排问题。首先构想每项资料需要用什么样的句型来提问，尽量详尽地列出问题，然后对问题进行检查、筛选，看它有无多余的问题，有无遗漏的问题，有无不适当的问句，以便进行删、补、换。
    （4）进行试问试答。站在调查者的立场上试行提问，看看问题是否清楚明白，是否便于资料的记录、整理；站在应答者的立场上试行回答，看看是否能答和愿答所有的问题，问题的顺序是否符合思维逻辑。估计回答时间是否合乎要求。有必要在小范围进行实地试答，以检查问卷的质量。
    （5）修改、复印。根据试答情况，进行修改，再试答，再修改，直到完全合格以后才定稿付印，制成正式问卷。
（三）问题的形式
1.开放式问题
    又称无结构的问答题。在采用开放式问题时，应答者可以用自己的语言自由地发表意见，在问卷上没有已拟定的答案。
    例如：您对本酒店的基本印象是什么？您认为我酒店在服务过程中还存在哪些缺陷？
    显然，应答者可以自由回答以上的问题，并不需要按照问卷上已拟定的答案加以选择，因此应答者可以充分地表达自己的看法和理由，并且比较深入有时还可获得研究者始料未及的答案。通常而言，问卷上的第一个问题采用自由式问题，让应答者有机会尽量发表意见，这样可制有利的调查气氛，缩短调查者与应答者之间的距离。
    然而，开放式问题亦有其缺点。例如调查者的偏见，因记录应答者答案是由调查者执笔，极可能失真，或并非应答者原来的意思。如果调查者按照他自己的理解来记录，就有出现偏见的可能。但这些不足可运用录音机来弥补。开放式问题的第二个主要缺点是资料整理与分析的困难。由于各种应答者的答案可能不同，所用字眼各异，因此在答案分类时难免出现困难，整个过程相当耗费时间，而且免不了夹杂整理者个人的偏见。因此，开放性问题在探索性调研中时很有帮助的，但在大规模的抽样调查中，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