Interest and reaction time analysis of credit card offers: RESULTS

Data analysis procedures

The experimental design permits dummy variable regression to relate the presence or absence of a concept element to either the rating of interest (1—9 scale), or the response time (tenths of seconds). The dummy variable model can be expressed as:

Dependent Variable = k0 + k1 (Element 1) + k2(Element 2) . .. kn(Element n).

The additive model comprises two parts. The first part, the additive constant (ko), shows the estimated impact value (or the estimated number of tenths of second of response time) if there are no elements present in the concept. Clearly there were no concepts without elements, nor could there be. Thus the additive constant is a calculated value, developed from multiple linear regression. The additive constant can be interpreted as the conditional probability that the customer is interested in the concept of a credit card, without the credit card actually having any components.

Since each respondent evaluated only a partial set of the 229 elements, a numerical analysis method estimated the impact values for the untested elements, at an individual level. This method has been previously described in detail, and has proved practical in a variety of other users.


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