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 ...

Get Modeling Techniques in Predictive Analytics with Python and R: A Guide to Data Science now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.