Document Type

Closed Project

Publication Date

Winter 2014


Dundar Kocaoglu

Course Title

Engineering & Technology Management

Course Number

ETM 530


Digital cameras -- Purchasing -- Decision making, Single-lens reflex cameras, College students -- Attitudes, Digital cameras -- Evaluation, Decision making -- Mathematical models


A 3-level Hierarchical Decision Model (HDM) is established in this paper to help 18-30 year old college students make a decision of choosing a desirable digital single-lens reflex camera (DSLR). The HDM has been utilized in this paper because it measures the relative contribution of each criterion to the final decision based on quantified judgments of the respondents. In addition, the research team also analyzes the judgments from experts to check the possible different opinions between male and female. And there is no significant differences found in their judgments when concerning the gender difference.

Five selection criteria are used in the second level of HDM: Budget, design, dimensions, configuration, features. Those factors are considered the most important criteria for selecting a DSLR camera. Under each second level criterion, a third performance level is presented in HDM. A group of experts consists of 12 males and 9 females provided their quantified judgments to allocate different weighted value in each element at each level of the decision hierarchy. There into, pairwise comparisons method is used in second level of the decision model. And desirability functions method is utilized for demonstrating the third level. The HDM is applied to five famous DSLR camera manufacturers, and canon EOS 6D, Nikon 5300, Sony α 65, Olympus E5 and Pentax k30 are considered to be the most desirable one in each brand. Among these, Nikon D5300 has the highest score.


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