Case Problem: 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 pages viewed, and the amount spent by each of the 50 customers are contained in the file named HeavenlyChocolates. A portion of the data is shown in the table that follows:

Customer Day Browser Time (min) Pages Viewed Amount Spent ($)

1 Mon Chrome 12.0 4 54.52

2 Wed Other 19.5 6 94.90

3 Mon Chrome 8.5 4 26.68

4 Tue Firefox 11.4 2 44.73

5 Wed Chrome 11.3 4 66.27

6 Sat Firefox 10.5 6 67.80

7 Sun Chrome 11.4 2 36.04

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48 Fri Chrome 9.7 5 103.15

49 Mon Other 7.3 6 52.15

50 Fri Chrome 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.

1. 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.

2. Summarize the frequency, the total dollars spent, and the mean amount spent per transaction for each day of week. Discuss the observations you can make about Heavenly Chocolates' business based on the day of the week?

3. Summarize the frequency, the total dollars spent, and the mean amount spent per transaction for each type of browser. Discuss the observations you can make about Heavenly Chocolates' business based on the type of browser?