This was a study conducted by my previous students in 2005.Unlike the traditional Brand Switching Matrix as we used in the previous example, they conducted the surveys by asking the subjects two questions. The first one is Which cell phone service are you using right now?, and the second one is Which service provider will you wish to have?Cross-Tabulation of Choice and Wish, and this gives us rich information on market competition.

Choice/Wish:

1: If Sprint PCS/ 2: If T-Mobile/3: If Verizon/ 4: If AT&T 5: If Nextel/ 6: If other

Question:Hows the market competition at the time of the study? Which service provider was the leader, and whichservice providerhastrouble?