Create a evaluation scorecard for customer research in Hospitality

GOAL
Create a evaluation scorecard for customer research in Hospitality.

CONTEXT
[PASTE BACKGROUND AND, IF USEFUL, ATTACH RELEVANT FILES OR IMAGES.]

AUDIENCE
the people responsible for customer research in Hospitality: [ADD SPECIFICS].

REQUIREMENTS
- Outcome: clear criteria, weights, evidence fields, and a decision rule, tailored to customer research work in Hospitality..
- Constraints: [ADD TONE, LENGTH, FORMAT, AND LIMITS].
- Separate source-backed facts from assumptions.
- Ask only the questions required to avoid a meaningfully wrong answer.

OUTPUT
Create the final deliverable first, then list any assumptions and the next recommended action.