Case Heavenly Chocolates Web Site Transactions

| August 31, 2017

Question
Case Heavenly Chocolates Web Site Transactions

Heavenly Chocolates manufactures and sells quality chocolate products at its plant and retail store located in Saratoga Springs, New York. Two years ago, the company developed a Web site and began selling its products over the Internet. Web site sales have exceeded the company’s expectations, and management is now considering strategies to increase sales even further. To learn more about the Web site customers, a sample of 50 Heavenly Chocolate transactions was selected from the previous month’s sales. Data showing the day of the week each transaction was made, the type of browser the customer used, the time spent on the Web site, the number of Web site pages viewed, and the amount spent by each of the 50 customers are contained in the file named Shoppers. A portion of the data is shown in the table that follows:

Customer

Day

Browser

Time (min)

Pages Viewed

Amount Spent ($)

1

Mon

Internet Explorer

12.0

4

54.52

2

Wed

Other

19.5

6

94.90

3

Mon

Internet Explorer

8.5

4

26.68

4

Tue

Firefox

11.4

2

44.73

5

Wed

Internet Explorer

11.3

4

66.27

6

Sat

Firefox

10.5

6

67.80

7

Sun

Internet Explorer

11.4

2

36.04

?

?

?

?

?

?

48

Fri

Internet Explorer

9.7

5

103.15

49

Mon

Other

7.3

6

52.15

50

Fri

Internet Explorer

13.4

3

98.75

Heavenly Chocolates would like to use the sample data to determine whether online shoppers who spend more time and view more pages also spend more money during their visit to the Web site. The company would also like to investigate the effect that the day of the week and the type of browser have on sales.

Managerial Report
Use the methods of descriptive statistics to learn about the customers who visit the Heavenly Chocolates Web site. Include the following in your report.

Graphical and numerical summaries for the length of time the shopper spends on the Web site, the number of pages viewed, and the mean amount spent per transaction. Discuss what you learn about Heavenly Chocolates’ online shoppers from these numerical summaries.
Summarize the frequency, the total dollars spent, and the mean amount spent per transaction for each day of week. What observations can you make about Heavenly Chocolates’ business based on the day of the week? Discuss.
Summarize the frequency, the total dollars spent, and the mean amount spent per transaction for each type of browser. What observations can you make about Heavenly Chocolate’s business based on the type of browser? Discuss.
Develop a scatter diagram, and compute the sample correlation coefficient to explore the relationship between the time spent on the Web site and the dollar amount spent. Use the horizontal axis for the time spent on the Web site. Discuss.
Develop a scatter diagram, and compute the sample correlation coefficient to explore the relationship between the number of Web site pages viewed and the amount spent. Use the horizontal axis for the number of Web site pages viewed. Discuss.
Develop a scatter diagram, and compute the sample correlation coefficient to explore the relationship between the time spent on the Web site and the number of pages viewed. Use the horizontal axis to represent the number of pages viewed. Discuss.

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