Using General Loglinear Analysis to Model Response to Mailings

A company that sells magazine subscriptions traditionally sends monthly mailings to a purchased database of names. The response rate is typically low, so you need to find a way to better target prospective customers. One suggestion was to focus mailings on people with newspaper subscriptions, on the assumption that people who read newspapers are more likely to subscribe to magazines.

Use the General Loglinear Analysis procedure to test this theory by fitting a loglinear model with Newspaper subscription and Response as factors. This information is collected in demo.sav. See the topic Sample Files for more information.

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