Overlapping Clustering: A New Method for Product Positioning
Journal of Marketing Research, Vol. 18, No. 3 (Aug., 1981), pp. 310-317
9 Pages Posted: 2 May 2016
Date Written: August 1981
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.
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