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 is shown in Table 3.12. 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:
1. Graphical and numerical summaries for the length of time the shopper spends on the website, 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.
2. 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.
3. 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
Chocolates’ business based on the type of browser? Discuss.
4. 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.
5. 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.
6. 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.

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TABLE 3.11 Data for 25 Asia-Pacific Business Schools Full-Time Enrollment Business School Melbourne Business School 200 228 University of New South Wales (Sydney) Indian Institute of Management (Ahmedabad) Chinese University of Hong Kong 392 90 126 389 International University of Japan (Niigata) Asian Institute of Management (Manila) Indian Institute of Management (Bangalore) National University of Singapore 380 147 463 42 Indian Institute of Management (Calcutta) Australian National University (Canberra) Nanyang Technological University (Singapore) University of Queensland (Brisbane) 50 138 60 Hong Kong University of Science and Technology Macquarie Graduate School of Management (Sydney) 12 Chulalongkom University (Bangkok) 200 3.50 Monash Mt. Eliza Business School (Melboume) Asian Institute of Management (Bangkok) University of Adelaide 300 20 Massey University (Palmerston North, New Zealand) 30 30 Royal Melbourne Institute of Technology Business Graduate School 240 Jamnalal Bajaj Institute of Management Studies (Mumbai) Curtin Institute of Technology (Perth) 98 Lahore University of Management Sciences 70 Universiti Sains Malaysia (Penang) 30 De La Salle University (Manila) 44 Students Local per Tuition Faculty ($) 5 4 5 5 4 5 5 6 8 2 5 17 Na 2 8 7 13 10 19 15 7 9 15 14 5 17 Foreign Tuition ($) 24,420 29,600 19,993 32,582 4,300 4,300 11,140 11,140 33,060 33,060 7,562 9,000 16,000 3,935 6,146 7,170 16,000 2,880 20,300 20,300 8,500 8,500 16,000 22,800 11,513 11,513 17,172 19,778 25 17,355 17,355 16,200 22,500 18,200 18,200 29 30 16,426 23,100 30 13,106 21,625 37 13,880 17,765 32 1,000 1,000 24 9,475 19,097 11,250 26,300 23 2,260 32 2,260 3,600 3,300 Age % Foreign GMAT 28 47 Yes 28 Yes No Yes Yes Yes Yes Yes No Yes Yes No Yes No Yes Yes No No No No No Yes No No Yes w w w w w w ~ ~ ~ ~ ~ NNN 29 22 29 28 25 23 29 23 30 32 26 34 2 2 2 2 29 28 0 5 10 60 50 1 51 0 80 20 26 37 27 6 30 90 10 35 30 0 43 2.5 15 3.5 English Work Test No No No No Yes No No Yes No Yes No No No No No Yes Yes No Yes Yes No No No Yes No Experience Yes Yes No No No Yes No Yes No Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes Starting Salary ($) 71,400 65,200 7,100 31,000 87,000 22,800 7,500 43,300 7,400 46,600 49,300 49,600 34,000 60,100 17,600 52,500 25,000 66,000 41,400 48,900 7,000 55,000 7,500 16,000 13,100