Interest and reaction time analysis of credit card offers: Pre-work on the raw material

The elements are polished so that they constitute stand-alone phrases. The phrases (final elements) are then classified into categories. A category comprises a ‘bucket’ of related elements (eg benefits). The elements are also profiled on a set of non- evaluative semantic differential scales (called dimensionalisation). Dimensionalisation will be used subsequently for three purposes: estimate impacts of non-tested elements at the individual level; provide the independent variables underlying segmentation; enable the concept to be optimised to communicate a specific set of benefits. The pre-work also includes identifying pairs of concept elements (from different categories) that do not logically go together, because they are mutually contradictory. For this particular study, the pre-work finished with 229 elements, placed into categories. One category comprised pictures of the credit card.

Develop experimentally designed combinations

The elements are combined by experimental design, into short, easy-to- understand combinations. The design structure is a screening design. Many other experimental designs will do just as well. The idea is to create a structure in which different categories can be inserted, and different elements inserted into those categories. The basic experimental design ensures that the elements are statistically independent of each other. An assignment strategy ensures that each person sees only a partial set of categories and elements, sees only elements that are not prohibited from appearing together, and that across all of the respondents each element appears equally often.


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.

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