3. Preference and Choice

“REFUND! Refund! Are you crazy? Refund!”

—PAUL DOOLEY AS RAY STOLLER IN Breaking Away (1979)

While working on this book, I moved from Madison, Wisconsin to Los Angeles, and I had a difficult decision to make about mobile communications. I had been a customer of U.S. Cellular for many years. I had one smart-phone and two data modems (a 3G and a 4G) and was quite satisfied with U.S Cellular services. By May of 2013, the company had no retail presence in Los Angeles and no 4G service in California. As a data scientist who needed an example of preference measurement, I decided to assess my preferences for mobile phone and data services.

The attributes in this small study are the mobile provider or brand, startup and monthly ...

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