There are two limitations regarding the research and its design. The first one is related to the focus of research. There is no sufficient guarantee that the researcher would capture all issues that is related to credit card marketing. Due to the policies of banks with regard to credit information and other pertinent laws, then there are limitations that may be imposed by the banks regarding the information they could divulge. This can be overcome through the use of secondary sources where the primary sources would not suffice. Likewise, utmost assurance will be provided to the bank in order to gain a greater sense of trust.
Several problems can be mapped out through the use of a Gantt Chart where the different steps are identified and the critical path and alternative paths are realized. There are several activities that are listed and this will be reviewed for each part of the activities and for the study. This includes the methodology, the data gathering procedure, the data analysis, and the sample of the study.
The second limitation is regarding the scope of research. The identified problems cannot represent all problems that exist in marketing credit cards in the world. There are several factors that can not be gathered and presented through this research as it requires a greater form of measurement and a greater scope. Thus, with the limited resources and with this realization, the researcher will focus only on the relevant factors that are identified within the objectives and with the experience of the bank considered for study.
Focus and Scope of Study
The specific banking industry which serves as the focus of this study is that of the one that exists in the United Arab Emirates. More specifically, it will run as a case study on Noor Islamic bank, which serves as a very competitive bank in the country. As for the consumers, the target group would be the students who are clients of the said bank.
The areas of research that is identified for this research would include the benefits and disadvantages that are associated with the credit cards, the importance of having a credit card, the factors that provide for the interest of the consumers, and the strategies that may be taken by the banking industry.
Considering the nature of the research inquiry, the research is a quantitative research and the data collection methods would most likely be surveys and pooling. Researcher should collect data for the research at least twice. The first time is a survey regarding what complaints do people have regarding credit cards and how they are marketed to the public. The second time is deploying surveys and pooling which contain closed questions, or yes or no questions to confirm whether the problems really exist.
Definition of Terms
- Credit Card – is a form of electronic and plastic pass that is identified with a particular individual who is given the privilege of availing a credit for the goods and services purchased (Credit Card 2006).
- Banking Industry – comprises most of the transactions related to the banking solutions provided to the customers.
- Debt – is a term that refers to “an obligation or a promise to do something” that may be in the form of “money, goods, or services” (Dunn 2006: 3).
This section of the paper intends to provide relevant literature that provides information on what is known regarding the topic considered in this research. The subtopics that are contained in this chapter include the definition of credit cards, beginnings of credit cards, credit card fraud, and advantages of using credit card.
Definition of Credit Cards
A credit card serves as a plastic form of payment that is identified to be a possession and liability of a particular individual for the purpose of purchasing goods in a particular merchant (Credit Card 2006). There are several banks and financial institutions that make this service available to their clients. There is a prearranged credit limit that is given to the users that serves as a safety net for those who use it (Pollick).