PC Mall Assignment
Mark Calendine
Introduction
This R Notebook addresses the PC Mall marketing research assignment by analyzing customer survey data and answering the core research questions through descriptive statistics, visualizations, hypothesis testing, and regression modeling.
Load Data
# Load the dataset (assumes file is in the working directory)
pcmall <- read.csv("PC_Mall.csv", header = TRUE, check.names = TRUE)
# Inspect the dataset
str(pcmall)## 'data.frame': 3744 obs. of 95 variables:
## $ ID : int 1 2 3 4 5 6 7 8 9 10 ...
## $ BuyFreq : chr "11 +" "2 to 4" "5 to 10" "11 +" ...
## $ UserType : chr "PCMall" "PCMall" "PCMall" "PCMall" ...
## $ Web_Online : int 1 1 1 1 1 1 1 1 1 1 ...
## $ Web_Phone : int 0 0 0 1 0 0 0 0 0 0 ...
## $ Catalog_Phone : int 0 0 0 0 0 0 0 1 0 0 ...
## $ Catalog_Online : int 1 0 0 1 0 0 0 0 0 0 ...
## $ Catalog : int 0 1 0 1 1 0 0 1 1 0 ...
## $ X3rdWeb : int 1 0 1 0 0 0 0 1 0 0 ...
## $ WOM : int 0 0 0 0 0 0 0 0 0 0 ...
## $ SearchEng : int 1 0 1 1 0 1 1 0 0 1 ...
## $ ChatRoom : int 0 0 0 0 0 0 0 0 0 0 ...
## $ BannerAd : int 0 0 0 0 0 0 0 0 0 0 ...
## $ Other : int 0 0 0 0 0 0 0 0 1 0 ...
## $ Influence_ExplainOthers : chr " " " " " " " " ...
## $ SatCatFreq : int 4 6 5 6 4 8 4 7 4 4 ...
## $ PrefCatFreq : chr "Monthly" "None" "Monthly" "Weekly" ...
## $ SupService_Item1 : int 7 6 1 7 7 4 4 6 7 1 ...
## $ SupService_Item2 : int 7 7 4 7 7 4 4 6 7 1 ...
## $ SupService_Item3 : int 7 7 4 7 7 4 4 6 7 1 ...
## $ SupService_Item4 : int 7 7 1 7 7 4 5 6 6 1 ...
## $ PreferredMethod : int 1 1 1 1 1 1 1 1 1 1 ...
## $ PreferredMethod_Others : chr " " " " " " " " ...
## $ ProdInfo_Item1 : int 7 4 6 6 7 4 6 5 6 NA ...
## $ ProdInfo_Item2 : int 6 4 6 6 7 4 5 5 6 NA ...
## $ ProdInfo_Item3 : int 7 6 6 7 7 4 5 6 6 NA ...
## $ ProdInfo_Item4 : int 6 4 6 NA 7 4 NA 4 6 NA ...
## $ ProdInfo_Item5 : int 7 6 3 7 7 4 5 5 6 NA ...
## $ ProdInfo_Item6 : int 7 6 3 5 7 4 4 5 6 NA ...
## $ Pricing_Item1 : int 7 6 5 6 7 4 5 6 5 NA ...
## $ Pricing_Item2 : int 6 6 4 6 7 4 5 6 6 NA ...
## $ Pricing_Item3 : int 7 6 4 6 7 4 5 5 5 NA ...
## $ Pricing_Item4 : int 4 4 3 NA 7 4 6 6 4 NA ...
## $ Pricing_Item5 : int 7 4 4 NA 7 4 6 6 4 NA ...
## $ PriceExp1 : int 2 2 2 2 2 2 2 2 2 NA ...
## $ PriceExp2 : int 2 2 2 1 2 2 2 2 1 NA ...
## $ PriceExp3 : int 2 2 2 2 2 2 2 2 1 NA ...
## $ PriceExp4 : int 2 2 2 1 2 2 1 2 2 NA ...
## $ PriceExp5 : int 2 2 1 2 2 2 2 2 2 NA ...
## $ PriceExp6 : int 2 2 2 2 2 2 2 2 2 NA ...
## $ PriceExp7 : int 2 2 2 2 2 2 1 2 2 NA ...
## $ PriceExp8 : int 2 2 2 2 2 2 2 2 2 NA ...
## $ PriceExp9 : int 2 2 2 2 1 2 2 2 2 NA ...
## $ PriceExp_ExplainOthers : chr " " " " " " " " ...
## $ SalesSer_Item1 : int NA 4 2 NA 4 4 7 4 4 NA ...
## $ SalesSer_Item2 : int NA 4 2 7 4 4 7 4 4 NA ...
## $ SalesSer_Item3 : int NA 4 2 7 4 4 6 4 7 NA ...
## $ SalesSer_Item4 : int NA 4 4 NA 4 4 6 4 6 NA ...
## $ SalesSer_Item5 : int NA 4 2 NA 4 4 6 4 6 NA ...
## $ SalesSer_Item6 : int NA 4 4 NA 4 4 7 4 6 NA ...
## $ SalesSer_Item7 : int NA 4 4 NA 4 4 NA 4 4 NA ...
## $ SalesSer_Item8 : int NA 4 4 NA 4 4 NA 4 4 NA ...
## $ ReturnExperience : chr " " " " " " " " ...
## $ ExchangeExperience : chr " " " " " " " " ...
## $ Product_Item1 : int 7 6 6 7 7 4 5 6 6 NA ...
## $ Product_Item2 : int 7 6 6 6 7 4 5 6 6 NA ...
## $ Product_Item3 : int 7 6 5 6 7 4 6 6 6 NA ...
## $ Product_Item4 : int 7 5 5 6 7 4 7 6 6 NA ...
## $ ReasonNotSat1 : int 2 2 2 2 2 2 1 2 2 NA ...
## $ ReasonNotSat2 : int 2 2 1 2 2 2 2 2 2 NA ...
## $ ReasonNotSat3 : int 2 2 2 2 2 2 2 2 2 NA ...
## $ ReasonNotSat4 : int 2 2 2 2 1 2 2 2 2 NA ...
## $ ReasonNotSat_ExplainOthers: chr " " " " " " " " ...
## $ InternetConnection : int 3 3 3 4 2 2 2 3 3 NA ...
## $ InternetConnection_Others : chr " " " " " " " " ...
## $ WebConPC_Item1 : int 7 6 6 6 7 4 6 5 6 NA ...
## $ WebConPC_Item2 : int 7 6 6 6 5 4 6 5 6 NA ...
## $ WebConPC_Item3 : int 7 6 6 7 6 4 5 5 6 NA ...
## $ WebConPC_Item4 : int 6 6 3 7 5 4 5 5 6 NA ...
## $ WebConPC_Item5 : int 6 5 6 6 5 4 5 6 6 NA ...
## $ WebConPC_Item6 : int 6 4 3 7 4 4 6 4 6 NA ...
## $ WebConPC_Item7 : int 6 6 6 7 5 4 5 6 6 NA ...
## $ WebConMac_Item1 : int NA NA 5 NA NA 4 NA NA 6 NA ...
## $ WebConMac_Item2 : int NA NA 6 NA NA 4 NA NA 6 NA ...
## $ WebConMac_Item3 : int NA NA 6 NA NA 4 NA NA 6 NA ...
## $ WebConMac_Item4 : int NA NA 2 NA NA 4 NA NA 6 NA ...
## $ WebConMac_Item5 : int NA NA 6 NA NA 4 NA NA 6 NA ...
## $ WebConMac_Item6 : int NA NA 3 NA NA 4 NA NA 6 NA ...
## $ WebConMac_Item7 : int NA NA 6 NA NA 4 NA NA 6 NA ...
## $ OverallSat1 : int NA 6 2 6 6 4 2 6 6 NA ...
## $ OverallSat2 : int 6 6 2 6 5 4 1 6 5 NA ...
## $ Repurchase : int 7 6 3 6 6 4 1 5 6 NA ...
## $ Recommend : int 7 5 3 6 6 4 1 5 6 NA ...
## $ RankPromo1 : int 1 1 1 1 4 4 1 6 4 NA ...
## $ RankPromo2 : int 5 4 4 4 2 1 3 3 5 NA ...
## $ RankPromo3 : int 4 5 6 5 1 2 4 2 1 NA ...
## $ RankPromo4 : int 3 6 5 NA 5 3 5 5 3 NA ...
## $ RankPromo5 : int 2 3 3 2 3 6 NA 1 2 NA ...
## $ RankPromo6 : int 6 2 2 3 6 5 6 4 6 NA ...
## $ Age : int 3 2 3 6 3 1 3 3 5 NA ...
## $ Income : int 6 4 1 7 7 1 7 3 7 NA ...
## $ Education : int 2 4 4 5 4 2 4 5 5 NA ...
## $ Education_Others : chr " " " " " " " " ...
## $ Occupation : int 3 7 7 2 2 7 3 3 3 NA ...
## $ Occupation_Others : chr " " " " " " " " ...head(pcmall)## ID BuyFreq UserType Web_Online Web_Phone Catalog_Phone Catalog_Online Catalog
## 1 1 11 + PCMall 1 0 0 1 0
## 2 2 2 to 4 PCMall 1 0 0 0 1
## 3 3 5 to 10 PCMall 1 0 0 0 0
## 4 4 11 + PCMall 1 1 0 1 1
## 5 5 5 to 10 PCMall 1 0 0 0 1
## 6 6 5 to 10 PCMall 1 0 0 0 0
## X3rdWeb WOM SearchEng ChatRoom BannerAd Other Influence_ExplainOthers
## 1 1 0 1 0 0 0
## 2 0 0 0 0 0 0
## 3 1 0 1 0 0 0
## 4 0 0 1 0 0 0
## 5 0 0 0 0 0 0
## 6 0 0 1 0 0 0
## SatCatFreq PrefCatFreq SupService_Item1 SupService_Item2 SupService_Item3
## 1 4 Monthly 7 7 7
## 2 6 None 6 7 7
## 3 5 Monthly 1 4 4
## 4 6 Weekly 7 7 7
## 5 4 Quarterly 7 7 7
## 6 8 None 4 4 4
## SupService_Item4 PreferredMethod PreferredMethod_Others ProdInfo_Item1
## 1 7 1 7
## 2 7 1 4
## 3 1 1 6
## 4 7 1 6
## 5 7 1 7
## 6 4 1 4
## ProdInfo_Item2 ProdInfo_Item3 ProdInfo_Item4 ProdInfo_Item5 ProdInfo_Item6
## 1 6 7 6 7 7
## 2 4 6 4 6 6
## 3 6 6 6 3 3
## 4 6 7 NA 7 5
## 5 7 7 7 7 7
## 6 4 4 4 4 4
## Pricing_Item1 Pricing_Item2 Pricing_Item3 Pricing_Item4 Pricing_Item5
## 1 7 6 7 4 7
## 2 6 6 6 4 4
## 3 5 4 4 3 4
## 4 6 6 6 NA NA
## 5 7 7 7 7 7
## 6 4 4 4 4 4
## PriceExp1 PriceExp2 PriceExp3 PriceExp4 PriceExp5 PriceExp6 PriceExp7
## 1 2 2 2 2 2 2 2
## 2 2 2 2 2 2 2 2
## 3 2 2 2 2 1 2 2
## 4 2 1 2 1 2 2 2
## 5 2 2 2 2 2 2 2
## 6 2 2 2 2 2 2 2
## PriceExp8 PriceExp9 PriceExp_ExplainOthers SalesSer_Item1 SalesSer_Item2
## 1 2 2 NA NA
## 2 2 2 4 4
## 3 2 2 2 2
## 4 2 2 NA 7
## 5 2 1 n/a 4 4
## 6 2 2 4 4
## SalesSer_Item3 SalesSer_Item4 SalesSer_Item5 SalesSer_Item6 SalesSer_Item7
## 1 NA NA NA NA NA
## 2 4 4 4 4 4
## 3 2 4 2 4 4
## 4 7 NA NA NA NA
## 5 4 4 4 4 4
## 6 4 4 4 4 4
## SalesSer_Item8 ReturnExperience ExchangeExperience Product_Item1
## 1 NA 7
## 2 4 6
## 3 4 6
## 4 NA 7
## 5 4 N/a N/a 7
## 6 4 4
## Product_Item2 Product_Item3 Product_Item4 ReasonNotSat1 ReasonNotSat2
## 1 7 7 7 2 2
## 2 6 6 5 2 2
## 3 6 5 5 2 1
## 4 6 6 6 2 2
## 5 7 7 7 2 2
## 6 4 4 4 2 2
## ReasonNotSat3 ReasonNotSat4 ReasonNotSat_ExplainOthers InternetConnection
## 1 2 2 3
## 2 2 2 3
## 3 2 2 3
## 4 2 2 4
## 5 2 1 n/a 2
## 6 2 2 2
## InternetConnection_Others WebConPC_Item1 WebConPC_Item2 WebConPC_Item3
## 1 7 7 7
## 2 6 6 6
## 3 6 6 6
## 4 6 6 7
## 5 7 5 6
## 6 4 4 4
## WebConPC_Item4 WebConPC_Item5 WebConPC_Item6 WebConPC_Item7 WebConMac_Item1
## 1 6 6 6 6 NA
## 2 6 5 4 6 NA
## 3 3 6 3 6 5
## 4 7 6 7 7 NA
## 5 5 5 4 5 NA
## 6 4 4 4 4 4
## WebConMac_Item2 WebConMac_Item3 WebConMac_Item4 WebConMac_Item5
## 1 NA NA NA NA
## 2 NA NA NA NA
## 3 6 6 2 6
## 4 NA NA NA NA
## 5 NA NA NA NA
## 6 4 4 4 4
## WebConMac_Item6 WebConMac_Item7 OverallSat1 OverallSat2 Repurchase Recommend
## 1 NA NA NA 6 7 7
## 2 NA NA 6 6 6 5
## 3 3 6 2 2 3 3
## 4 NA NA 6 6 6 6
## 5 NA NA 6 5 6 6
## 6 4 4 4 4 4 4
## RankPromo1 RankPromo2 RankPromo3 RankPromo4 RankPromo5 RankPromo6 Age Income
## 1 1 5 4 3 2 6 3 6
## 2 1 4 5 6 3 2 2 4
## 3 1 4 6 5 3 2 3 1
## 4 1 4 5 NA 2 3 6 7
## 5 4 2 1 5 3 6 3 7
## 6 4 1 2 3 6 5 1 1
## Education Education_Others Occupation Occupation_Others
## 1 2 3
## 2 4 7
## 3 4 7
## 4 5 2
## 5 4 2
## 6 2 7Question 1: Summary Statistics and Visualizations
-how many products customers have purchased from PCMall in the past year (Q1.1), from which businesses (Q1.2), and through which methods they have made these purchases (Q1.3); -what influenced them to make these purchases (Q1.4); and -how customers feel about the current frequency of catalog distribution, as well as their preferred frequency (Q1.5 and 1.6).
# Frequency tables (basic R)
cat("Q1.1 - Number of products purchased in past year:\n")## Q1.1 - Number of products purchased in past year:table(pcmall$BuyFreq)##
## 0 1 11 + 2 to 4 5 to 10
## 48 213 869 1356 1258cat("Q1.2 - Businesses purchased from in last two years:\n")## Q1.2 - Businesses purchased from in last two years:table(pcmall$UserType)##
## Both MacMall PCMall
## 723 2377 644cat("Q1.3 - Purchase methods used:\n")## Q1.3 - Purchase methods used:cat("Web_Online:\n"); table(pcmall$Web_Online)## Web_Online:##
## 0 1
## 756 2906cat("Web_Phone:\n"); table(pcmall$Web_Phone)## Web_Phone:##
## 0 1
## 2716 946cat("Catalog_Phone:\n"); table(pcmall$Catalog_Phone)## Catalog_Phone:##
## 0 1
## 2986 676cat("Catalog_Online:\n"); table(pcmall$Catalog_Online)## Catalog_Online:##
## 0 1
## 2745 917cat("Q1.4 - Influenced by catalog:\n")## Q1.4 - Influenced by catalog:table(pcmall$Catalog)##
## 0 1
## 1394 2219cat("Q1.5 - Satisfaction with current catalog frequency:\n")## Q1.5 - Satisfaction with current catalog frequency:table(pcmall$SatCatFreq)##
## 1 2 3 4 5 6 7 8
## 33 27 86 1620 599 598 469 141cat("Q1.6 - Preferred catalog frequency:\n")## Q1.6 - Preferred catalog frequency:table(pcmall$PrefCatFreq)##
## Annually Monthly None Quarterly
## 174 18 1759 268 1184
## Semi_Annually Weekly
## 140 201Pie Chart for Purchase Quantities (Q1.1)
PCBuyFreq <- c(1.28, 5.69, 36.22, 33.6, 23.21)
LabBuyFreq <- c("0", "1", "2 to 4", "5 to 10", "+11")
pie(PCBuyFreq, col=1:5, main='Purchase Quantities', labels=paste(PCBuyFreq, "%", sep=" "))
legend("topright", LabBuyFreq, fill=1:5)
Bar Chart for Purchase Methods (Q1.3)
PurMeth <- c(79.36,25.83,18.46,25.04)
names(PurMeth) <- c("Web_Online","Web_phone","Catalog_Phone","Catalog_Online")
bar <- barplot(PurMeth, col=2:5, ylim=c(0,max(PurMeth)+5), main='Purchase Methods')
text(bar, PurMeth + 2.5 , paste(round(PurMeth),"%",sep=""))
Interpretation:
Q1.1 – Number of Products Purchased in the Past Year: Most customers have purchased between 2 to 10 products in the past year. Specifically, 36.22% purchased 2–4 items, 33.6% purchased 5–10, and 23.21% purchased 11 or more. Only a small portion (1.28%) reported making no purchases. This indicates an overall active customer base with strong purchasing behavior.
Q1.2 – Businesses Purchased From: The majority of respondents (63.5%) are MacMall users, followed by 19.3% who purchased from both PCMall and MacMall, and 17.2% who purchased from PCMall only. This suggests MacMall has a broader reach or more loyal customer base than PCMall alone.
Q1.3 – Purchase Methods: The most common purchase method is through the website (Web_Online) at 79%. Phone orders via web or catalog were used by about 26% and 18%, respectively, while 25% used catalog-based online orders. This confirms that while web ordering dominates, catalogs and phone support still play a notable supporting role.