Interest and reaction time analysis of credit card offers: DISCUSSION

Interest and reaction time analysis of credit card offers: DISCUSSION

The value of high level research tools for tactically oriented development

Marketers have used high level concept development research for at least three decades. Much of this emphasis can be traced to the pioneering efforts of Paul Green at the University of Pennsylvania. The adoption of this high level research in business has been rapid, and the use consistent. The only problems are the use of the research for strategic studies, rather than tactical studies, and its limitation to a small set of concept elements. If these two problems were solved, there might be far more use of the high level techniques.

The authors have seen the increased interest in high level research among those who have to deal with promotions or new product introductions, where it is necessary to say and show the right things. Promotions and actual product introductions are not strategic, but tactical. Those in charge of these activities in the business recognise that they have to use some type of research or other knowledge tools to determine what to do at the outset, and to measure the customer response during the campaign. Most of the time these tactical issues are addressed in focus groups, where statistical precision is non-existent, but where issues are raised that can be addressed and on some occasions laid to rest.

Research users recognise the need for better answers, but the use of focus groups is predicated upon the speed and low cost of such groups. There is an opportunity for high level research to play a greater role in early stage tactical decisions.


Representative APR 391%. Average APR for this type of loans is 391%. Let's say you want to borrow $100 for two week. Lender can charge you $15 for borrowing $100 for two weeks. You will need to return $115 to the lender at the end of 2 weeks. The cost of the $100 loan is a $15 finance charge and an annual percentage rate of 391 percent. If you decide to roll over the loan for another two weeks, lender can charge you another $15. If you roll-over the loan three times, the finance charge would climb to $60 to borrow the $100.

Implications of Non-payment: Some lenders in our network may automatically roll over your existing loan for another two weeks if you don't pay back the loan on time. Fees for renewing the loan range from lender to lender. Most of the time these fees equal the fees you paid to get the initial payday loan. We ask lenders in our network to follow legal and ethical collection practices set by industry associations and government agencies. Non-payment of a payday loan might negatively effect your credit history.

Calculate APR