Overlapping Clustering: A New Method for Product Positioning
提出一种允许产品/主体同时属于多个类别的重叠聚类模型ADCLUS，并给出理论依据和应用实例，适用于市场细分研究。
Most clustering techniques used in product positioning and market segmentation studies render mutually exclusive equivalence classes of the relevant products or subjects space. Such classificatory techniques are thus restricted to the extent that they preclude overlap between subsets or equivalence classes. An overlapping clustering model, ADCLUS, is described which can be used in marketing studies involving products/subjects that can belong to more than one group or cluster simultaneously. The authors provide theoretical justification for and an application of the approach, using the MAPCLUS algorithm for fitting the ADCLUS model.