Business Research Methods

Verizon Wireless is one of the leading cell phone providers in the United States, and has generated buzz lately with the introduction of its “Share Everything” plans. The rub of these plans is that it essentially discontinues the unlimited data plans that it had previously offered. Verizon discontinued these plans for new customers in 2011, but many existing customers were “grandfathered” into unlimited data plans under current contracts. As of June 28, 2012 unlimited data is no longer an option; contracts will renew with data limits that are selected by the customer (Yu, 2012). The focus of this research study will be the feeling of existing Verizon customers with regard to the changes. The underlying research question is: How many customers does Verizon stand to lose as a result of these changes? Verizon Wireless has built a reputation of having the strongest signal of all of its competitors, and it is expected that most customers will stay with Verizon because of this, despite their frustration with the loss of the unlimited data option on their wireless plan.

The sample size will have 50 members, consisting of existing Verizon customers that have the unlimited data option on their contract. Data will be collected by customer response to a written survey. Customers will be asked to supply information regarding their intent to stay with Verizon Wireless after the change, and if so, what data plan they will be selecting. Qualifying information will also be provided by subjects, such as the customer’s understanding of the discontinuation of unlimited data, and what their current data usage is. The independent variable is the change in data plan offerings, while the dependent variable is the reaction of customers. Respondents who indicate on the survey that they are unsure of their current intent to stay with Verizon are not considered in the data.