Olive Inn Tracking Study

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.

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?

Q#3 Q#4 Q#5 Q#6 Q#7 Q#8

Unaided Unaided Unaided Aided Aided Busi-

1st recall recall recall recall recall ness

brand brand adv. brand adv. use

HOTEL CHAIN

Best Western ______

Days Inn ______

Hilton ______

Holiday Inn ______

Howard Johnson ______

Hyatt ______

Marriott ______

Ramada ______

Sheraton ______

La Quinta ______

Westin ______

Other ______

9.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

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?

______

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 Holiday Howard Quality Ramada

Western Inn Inn Johnson Inn Inn

Provides goodvaluefor money _____..._____..._____....._____....._____....._____

Good for familiesand

vacationtravelers _____..._____..._____....._____....._____....._____

Good for businesstravelers_____..._____..._____....._____....._____....._____

Provides highquality

accomodations_____..._____..._____....._____....._____....._____

Where rooms arecomfortable_____..._____..._____....._____....._____....._____

Has friendly andprofessional

staff_____..._____..._____....._____....._____....._____

Has good restaurantsand

room service_____..._____..._____....._____....._____....._____

Makes sure thatthings go the

wayI like them_____..._____..._____....._____....._____....._____

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.....0150 - 54…...... 07

25 - 29...... 0255 - 59...... 08

30 - 34...... 0360 - 64...... 09

35 - 39...... 0465 & over…..10

40 - 44...... 05NR…...... 99

45 - 49...... 06

17.Including yourself and any children, how many people are there currently living in your household? (CIRCLE ONE)

01 02 03 04 05 06 07 08 09 10 or more NR

18.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.What is your occupation? ______

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.

1