Running the analysis

To calculate postal code response rates, from the menus choose:
Direct Marketing > Choose Technique

Figure 1. Direct Marketing dialog
Select Identify the top respondng postal codes and click Continue.
Figure 2. Postal Code Response Rates, Fields tab
For Response Field, select Responded to previous offer.
For Positive response value, select Yes from the drop-down list. A value of 1 is displayed in the text field because "Yes" is actually a value label associated with a recorded value of 1. (If the positive response value doesn't have a defined value label, you can just enter the value in the text field.)
For Postal Code Field, select Postal Code.
Click the Settings tab.
Figure 3. Postal Code Response Rates, Settings tab
In the Group Postal Codes Based On group, select First 3 digits or characters. This will calculate combined response rates for all contacts that have postal codes that start with the same three digits or characters. For example, the first three digits of a U.S. zip code represent a common geographic area that is larger than the geographic area defined by the full 5-digit zip code.
In the Output group, select (check) Response rate and capacity analysis.
Select Target response rate and enter a value of 5.
Select Number of contacts and enter a value of 5000.
Then click Run to run the procedure.