3. Preference and Choice

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

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

While working on the original edition of 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 smartphone and two data modems (a 3G and a 4G) and was quite satisfied with U.S Cellular services. In May of 2013, the company had no retail presence in Los Angeles and no 4G service in California. Being a data scientist in need of an example of preference and choice, I decided to take this opportunity to assess my feelings about mobile phone and data services.

The attributes in this small study were ...

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