Using the Jaccard measure, the three basic clusters are the same, but the WIRELESS
cluster is now closer to the CALLWAIT cluster than the INTERNET cluster.
Summary
The difference between the simple matching and Jaccard measures is that the Jaccard
measure does not consider two services to which an individual does not subscribe to be
similar. Therefore, simple matching considers wireless and Internet services to be similar
when a customer either has both or neither, while Jaccard considers them to be similar
only when a customer has both. This causes a difference in the cluster solutions because
there are many customers who don't have wireless or Internet services. Thus, these
clusters are more similar in the simple matching solution than the Jaccard solution. The
measure that you use depends on the definition of "similar" that applies to your situation.