by Cheung Mo Man, Mandy, Lau Yiu Kwong, Clive. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves [31]-[34] (2nd group)). / EXECUTIVE SUMMARY --- p.i / ACKNOWLEDGMENTS --- p.iii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / LIST OF FIGURES --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- OBJECTIVES --- p.5 / Chapter 2.1 --- Decision-Making Objective --- p.7 / Chapter 2.2 --- Research Objectives --- p.7 / Chapter III. --- LITERATURE REVIEW --- p.9 / Chapter 3.1 --- Standardization Versus Adaptation --- p.9 / Chapter 3.1.1 --- International Marketing Standardization --- p.11 / Chapter 3.1.2 --- International Marketing Adaptation --- p.13 / Chapter 3.1.3 --- Standardization or Adaptation? --- p.14 / Chapter 3.2 --- Studies on Credit Card Market --- p.16 / Chapter 3.2.1 --- Cross-Cultural Studies of Credit Cardholders --- p.16 / Chapter 3.2.2 --- Studies of the Credit Card Market in Hong Kong --- p.20 / Chapter 3.2.3 --- Studies of the Credit Card Market in the United Kingdom --- p.23 / Chapter 3.3 --- Overview of the Credit Card Market --- p.25 / Chapter 3.3.1 --- Global Market --- p.25 / Chapter 3.3.2 --- Hong Kong Market --- p.36 / Chapter 3.3.3 --- United Kingdom Market --- p.39 / Chapter IV. --- METHODOLOGY --- p.43 / Chapter 4.1 --- Research Design --- p.43 / Chapter 4.2 --- Data Collection --- p.47 / Chapter 4.2.1 --- Secondary Data Collection --- p.47 / Chapter 4.2.2 --- Primary Data Collection --- p.48 / Chapter 4.3 --- Sampling --- p.50 / Chapter 4.3.1 --- Sampling Method --- p.50 / Chapter 4.3.2 --- Sample Size --- p.51 / Chapter 4.4 --- Construction of Questionnaire --- p.52 / Chapter 4.5 --- Field Work --- p.55 / Chapter 4.6 --- Data Analysis --- p.56 / Chapter 4.6.1 --- Editing --- p.56 / Chapter 4.6.2 --- Coding --- p.57 / Chapter 4.6.3 --- Methods of Analysis --- p.58 / Chapter V. --- LIMITATIONS --- p.61 / Chapter 5.1 --- Sampling Control --- p.61 / Chapter 5.2 --- Information Control --- p.62 / Chapter 5.3 --- Administrative Control --- p.63 / Chapter VI. --- FINDINGS AND IMPLICATIONS --- p.65 / Chapter 6 .1 --- Usage Patterns --- p.65 / Chapter 6.2 --- Card Selection Criteria --- p.72 / Chapter 6.3 --- Attitudes Toward Credit Cards --- p.76 / Chapter 6.4 --- Demographic Characteristics of Heavy Users --- p.81 / Chapter VII. --- RECOMMENDATIONS --- p.85 / Chapter 7.1 --- Standardization Versus Adaptation --- p.85 / Chapter 7.2 --- Recommended Marketing Strategies --- p.89 / Chapter 7.2.1 --- Marketing Strategies for the HK Market --- p.89 / Chapter 7.2.2 --- Marketing Strategies for the UK Market --- p.93 / APPENDIX / BIBLIOGRAPHY