Cell phone choice among adolescents and young adults: A comparison of alternative methods

The study investigates cell phone product selection and conceptualisation among youth in Finland. The aim is first to analyse the results of multi-criteria decision-making (MCDM) approach used in previous research and second to develop a more appropriate product choice model. The data (N = 386) were analysed with exploratory and confirmatory factor analysis (CFA). Research by Isiklar and Buyuközkan (2007) discovered a two-factor product choice model. The analysis revealed significantly different importance ratings. Also, the CFA revealed lack in goodness of fit measures indicating the unsuitability of MCDM for cell phone product choice. The use of exploratory and CFA resulted in a new multi-dimensional conceptualisation including five distinct dimensions of ‘Basic features’, ‘Physical impact’, ‘Games and tones’, ‘Business services’ and ‘Parts and processes’. These results bring forward the need for the adoption of statistical method equivalence, the lack of which may seriously distort empirical results.