Practice Sheet #2

September 20, 2019

Case Problem: Heavenly Chocolates Website Traffic

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 site pages viewed, and the amount spent by each
of the 50 customers are contained in the file named Shoppers.
Following is the data
Pages
Cust. Day Browser Time (min) Amount Spent ($)
Viewed
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
8 Fri Firefox 4.3 6 55.96
9 Wed Firefox 12.7 3 70.94
10 Tue Chrome 24.7 7 68.73
11 Sat Other 13.3 6 54.04
12 Sun Firefox 14.3 5 48.05
13 Sun Other 11.7 7 64.16
14 Mon Firefox 24.4 10 158.51
15 Fri Chrome 8.4 3 84.12
16 Thu Chrome 9.6 4 59.20
17 Thu Chrome 23.3 7 91.62
18 Mon Chrome 14.0 7 126.40
19 Fri Other 5.6 4 68.45
20 Wed Chrome 15.1 5 32.69
21 Sat Firefox 16.3 5 78.58
22 Tue Chrome 10.2 6 74.43
23 Sun Chrome 8.0 3 32.73
24 Tue Firefox 8.0 2 48.66
25 Fri Firefox 9.6 3 54.66
26 Wed Chrome 11.0 2 40.54
27 Sat Chrome 16.9 5 34.69
28 Sat Firefox 6.0 4 27.91
29 Fri Firefox 32.9 10 155.30
30 Mon Other 11.8 9 120.25
 Solutions to Case Problems

31 Thu Chrome 7.1 2 41.20

32 Fri Firefox 18.0 8 134.40
33 Sun Chrome 11.8 4 37.17
34 Fri Chrome 9.1 3 52.09
35 Tue Chrome 7.8 5 71.81
36 Mon Firefox 16.5 5 59.99
37 Thu Firefox 6.2 4 84.17
38 Sat Chrome 11.3 4 55.58
39 Tue Chrome 10.6 2 39.06
40 Wed Chrome 5.0 5 36.48
41 Tue Other 15.9 4 67.44
42 Sat Chrome 18.1 7 60.14
43 Fri Firefox 10.8 4 70.38
44 Mon Chrome 13.3 7 110.65
45 Mon Chrome 30.1 6 104.23
46 Fri Firefox 13.7 4 68.17
47 Thu Chrome 8.1 2 17.84
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 Web Site Transactions 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

1. Use the methods of descriptive statistics to learn about the customers who visit the
Heavenly Chocolates Web site. Include the following in your report.
2. 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.
3. 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.
4. 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? Discuss.