It makes sense to place those questions that are most likely to disqualify a person first on a questionnaire, while being mindful of basic telephone etiquette. For example, if you are testing a graphic design product designed for seasoned end users with knowledge of color theory, you would not want to ask 20 very general questions only to find out in question 21 that the person you are speaking with does not know saturation from hue. You should establish that background early in the call to limit the phone time.
On the other
hand, that is not the type of high-level question you can ask first either. You need to work your way into it.
For the hotel reservations web site, you might want to eliminate candidates who don't book their own hotel rooms at all, so you would ask a question such as: "For your last three (or five; pick a number) trips, who made the arrangements?"
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