There are several issues that need to be noted in order to
fully explain the results of the extent of search. First, the
respondents’ extent of search indicates their general
tendency to search for information in borrowing
decisions rather than specific search activities when
shopping for credit cards. Second, because of the
wording of the survey question (i.e., when making major
decisions), the respondents’ responses might be skewed
to suggest heavier search. Finally, it is noteworthy that
more respondents marked their responses in almost no
shopping (1), moderate (3), and a great deal of shopping
(5). This result can be at least partly attributed to the fact