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 website and began selling its products over the Internet. Website sales have exceeded the company’s expectations, and management is now considering strategies to increase sales even further. To learn more about the website 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 website, the number of website pages viewed, and the amount spent by each of the 50 customers are contained in the file Heavenly Chocolates. A portion of the data are shown in the following table (check the file “HeavenlyChocolates.csv” for the complete dataset).
## Customer Day Browser Time.(min) Pages.Viewed Amount.Spent.($)
## 1 1 Mon Chrome 12.0 4 54.52
## 2 2 Wed Other 19.5 6 94.90
## 3 3 Mon Chrome 8.5 4 26.68
## 4 4 Tue Firefox 11.4 2 44.73
## 5 5 Wed Chrome 11.3 4 66.27
## 6 6 Sat Firefox 10.5 6 67.80
## 7 7 Sun Chrome 11.4 2 36.04
## 8 8 Fri Firefox 4.3 6 55.96
## 9 9 Wed Firefox 12.7 3 70.94
## 10 10 Tue Chrome 24.7 7 68.73
Heavenly Chocolates would like to use the sample data to determine if online shoppers who spend more time and view more pages also spend more money during their visit to the website. The company would also like to investigate the effect that the day of the week and the type of browser have on sales.
Use the methods of descriptive statistics to learn about the customers who visit the Heavenly Chocolates website. Include the following in your report.
Graphical (pie charts and bar charts) and numerical summaries (absolute frequency and relative frequency) for the variables “Day” and “Browser”. Discuss what you learn about Heavenly Chocolates’ online shoppers from these graphs and numerical summaries.
Graphical (histograms and box plots) and numerical summaries (measures of location and variability) for the length of time the shopper spends on the website, the number of pages viewed, and the amount spent per transaction. Discuss what you learn about Heavenly Chocolates’ online shoppers from these graphs and numerical summaries.
Summarize the frequency, the total dollars spent, and the 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?
Hint: There are many ways to do this in R. You can
try using the functions subset()
or
sapply()
.
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?
Develop a scatter diagram and compute the sample correlation coefficient to explore the relationship between the time spent on the website and the dollar amount spent. Use the horizontal axis for the time spent on the website. Discuss your findings.
Develop a scatter diagram and compute the sample correlation coefficient to explore the relationship between the number of website pages viewed and the amount spent. Use the horizontal axis for the number of website pages viewed. Discuss your findings.
Develop a scatter diagram and compute the sample correlation coefficient to explore the relationship between the time spent on the website and the number of pages viewed. Use the horizontal axis to represent the number of pages viewed. Discuss your findings.
Anderson, D.R., Sweeney, D.J., Williams, T.A., Camm, J.D. & Cochran, J.J., 2016. Statistics for Business & Economics, 13th ed. Cengage Learning, Boston.