Using Crosstabs to measure the relative risk of an event

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 Crosstabs procedure to test this theory by constructing a two-by-two table of Newspaper subscription by Response and compute the relative risk that a person with a newspaper subscription will respond to the mailing. This information is collected in demo.sav. See the topic Sample Files for more information.

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