A recent survey found that 36% of merchants indicated cash, and a nearly identical 35% indicated credit card as the method of payment that has best helped them drive revenue or meet other business goals. Surprisingly, only 4% cited PIN debit cards and 1% cited store-issued or private label cards. The report by Javelin Strategy & Research found the merchants cited prompt payment, lower cash handling and exposure to shrinkage as the top reasons for naming credit cards as the best payment method. However, the research noted that specific practices on the part of networks and issuers may undermine that perceived value, and threaten to alter the balance in place since the inception of credit cards. Javelin says many merchants understand the costs and benefits of card acceptance by some limit their analysis to interchange as a line item cost of doing business with no benefits.