This paper argues that the use of the odds ratio parameter in epidemio
logy needs to be considered with a view to the specific study design a
nd the types of exposure and disease data at hand. Frequently, the odd
s ratio measure is being used instead of the risk ratio or the inciden
ce-proportion ratio in cohort studies or as an estimate for the incide
nce-density ratio incase-referent studies. Therefore, the analyses of
epidemiologic data have produced biased estimates and the presentation
of results has been misleading. However, the odds ratio can be relinq
uished as an effect measure for these study designs; and, the applicat
ion of the case-base sampling approach permits the incidence ratio and
difference measures to be estimated without any untenable assumptions
. For the Poisson regression, the odds ratio is not a parameter of int
erest; only the risk or rate ratio and difference are relevant. For th
e conditional logistic regression in matched case-referent studies, th
e odds ratio remains useful, but only when it is interpreted as an est
imate of the incidence-density ratio. Thus the odds ratio should, in g
eneral, give way to the incidence ratio and difference as the measures
of choice for exposure effect in epidemiology.