Pelican Stores, a division of National Clothing, is a chain of women’s apparel stores operating throughout the country. The chain recently ran a promotion in which discount

TABLE 2.19 DATA FOR A SAMPLE OF 100 CREDIT CARD PURCHASES AT PELICAN STORES

coupons were sent to customers of other National Clothing stores. Data collected for a sample of 100 in-store credit card transactions at Pelican Stores during one day while the promotion was running are contained in the WEBfile named PelicanStores. Table 2.19 shows a portion of the data set. The Proprietary Card method of payment refers to charges made using a National Clothing charge card. Customers who made a purchase using a discount coupon are referred to as promotional customers and customers who made a purchase but did not use a discount coupon are referred to as regular customers. Because the promotional coupons were not sent to regular Pelican Stores customers, management considers the sales made to people presenting the promotional coupons as sales it would not otherwise make. Of course, Pelican also hopes that the promotional customers will continue to shop at its stores.

Most of the variables shown in Table 2.19 are self-explanatory, but two of the variables require some clarification.

Items The total number of items purchased

Net Sales The total amount ($) charged to the credit card

Pelican’s management would like to use this sample data to learn about its customer base and to evaluate the promotion involving discount coupons.

Managerial Report

Use the tabular and graphical methods of descriptive statistics to help management develop a customer profile and to evaluate the promotional campaign. At a minimum, your report should include the following:

1. Percent frequency distribution for key variables.

2. A bar chart or pie chart showing the number of customer purchases attributable to the method of payment.

3. A crosstabulation of type of customer (regular or promotional) versus net sales. Comment on any similarities or differences present.

4. A scatter diagram to explore the relationship between net sales and customer age.

of Customer Method of Marital Customer Items Net Sales Payment Gender Status Age Regular Promotional Regular 39.50 Discover Male Married 32 Proprietary Card Proprietary Card Proprietary Card MasterCard 102.40 Female Married 36 3 22.50 Female Married 32 4. Promotional 5 100.40 Female Married 28 5 Regular 54.00 Female Married 34 Regular Promotional 96 39.50 MasterCard Female Married 44 Proprictary Card Proprietary Card Proprietary Card Proprietary Card 97 9. 253.00 Female Married 30 98 Promotional 10 287.59 Female Married 52 99 Promotional 2 47.60 Female Married 30 100 Promotional 28.44 Female Married 44