An online retailer is using descriptive data mining techniques to customize their marketing messages. The following table contains personal information for Anne and Joe with respect to: Their gender Their citizen status (U.S. or not) Whether they have shopped with this retailer before or not Whether they drive a domestic (U.S.) car or not Question 1: What is the matching coefficient between Anne and Joe?  Question 2: What is Jaccard's coefficient between Anne and Joe?  Question 3: Which of these two coefficients would you use and why?

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