Heavenly Chocolates Website

Transactions
Mendoza.Pe.Rebustillo.Zalameah
Heavenly Chocolates
- manufactures and sell chocolates located in Saratoga Springs, New York
- developed a company website two years ago
- exceeded beyond management’s expectations
- gathered 50 sample transactions
- would like determine the relationship of customers who spend more time
on the website, number of pages viewed and the dollar amount spent
- instigate the effects of the days of the week and type of browser
Customer Day Browser Time Spent (min) Pages Viewed Amount Spent ($)

1 Mon Internet Explorer 12 4 54.52

2 Wed Other 19.5 6 94.9

3 Mon Internet Explorer 8.5 4 26.68

4 Tue Firefox 11.4 2 44.73

5 Wed Internet Explorer 11.3 4 66.27

6 Sat Firefox 10.5 6 67.8

7 Sun Internet Explorer 11.4 2 36.04

8 Fri Firefox 4.3 6 55.96

9 Wed Firefox 12.7 3 70.94

10 Tue Internet Explorer 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 Internet Explorer 8.4 3 84.12

16 Thu Internet Explorer 9.6 4 59.2

17 Thu Internet Explorer 23.3 7 91.62

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

18 Mon Internet Explorer 14 7 126.4

19 Fri Other 5.6 4 68.45

20 Wed Internet Explorer 15.1 5 32.69

21 Sat Firefox 16.3 5 78.58

22 Tue Internet Explorer 10.2 6 74.43

23 Sun Internet Explorer 8 3 32.73

24 Tue Firefox 8 2 48.66

25 Fri Firefox 9.6 3 54.66

26 Wed Internet Explorer 11 2 40.54

27 Sat Internet Explorer 16.9 5 34.69

28 Sat Firefox 6 4 27.91

29 Fri Firefox 32.9 10 155.3
30 Mon Other 11.8 9 120.25

31 Thu Internet Explorer 7.1 2 41.2

32 Fri Firefox 18 8 134.4

33 Sun Internet Explorer 11.8 4 37.17

34 Fri Internet Explorer 9.1 3 52.09

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

35 Tue Internet Explorer 7.8 5 71.81

36 Mon Firefox 16.5 5 59.99

37 Thu Firefox 6.2 4 84.17

38 Sat Internet Explorer 11.3 4 55.58

39 Tue Internet Explorer 10.6 2 39.06

40 Wed Internet Explorer 5 5 36.48

41 Tue Other 15.9 4 67.44

42 Sat Internet Explorer 18.1 7 60.14

43 Fri Firefox 10.2 4 70.38

44 Mon Internet Explorer 13.3 7 110.65

45 Mon Internet Explorer 30.1 6 104.23

46 Fri Firefox 13.7 4 68.17

47 Thu Internet Explorer 8.1 2 17.84

48 Fri Internet Explorer 9.7 5 103.15

49 Mon Other 7.3 6 52.15

50 Fri Internet Explorer 13.4 3 98.75

 Graphical and numerical summaries for
the length of time the shopper spends
on the Web site, the number of pages

1 viewed, and the mean amount spent per

transaction. Discuss what you learn
about Heavenly Chocolates’ online
shoppers from these numerical
summaries.
 Time (min) Pages Viewed Amount Spent ($)
Mean 12.798 4.82 68.1282
Standard Error 0.858139849 0.288118456 4.574098102
Median 11.4 4.5 62.15
Mode 9.6 4 #N/A
Standard Deviation 6.067965063 2.037305143 32.34375786
Sample Variance 36.8202 4.150612245 1046.118672
Kurtosis 2.399855265 0.168787385 0.876546457
Skewness 1.451761517 0.646390399 1.049045436
Range 28.6 8 140.67
Minimum 4.3 2 17.84
Maximum 32.9 10 158.51
Sum 639.9 241 3406.41
Count 50 50 50
Table 1: Summary for the length of time the shopper spends on the website, the number of
pages viewed, and the mean amount spent per transaction
 MEAN MEDIAN MODE

Time Time Time

= 12+ 19.5+....+13.4 = 639.9 = 4.3, …, 11.4, ..., 32.9 = 4.3, …, 11.4, ..., 32.9
= 639.9 / 50 = 12.798 minutes = 11.4 minutes = 9.6 minutes

Pages Pages Pages

= 4+ 6+....+3 = 241 = 2, …, 4.5, ..., 10 = 2, …, 4.5, ..., 10
= 241 / 50 = 4.82 pages = 4.5 pages = 4 pages

Amount Amount Amount

= 54.52+94.9....+98.75 = 3406.41 = 17.84,…, 62.15, ..., 158.51 = 17.84, …, 62.15, ..., 158.51
= 34 06.41/ 50 = $ 68.1282 = $ 62.15 = There were no repeating
values.
 VARIANCE STANDARD DEVIATION RANGE

Time Time Time

= (12-12.8)2 + (19.5-12.8)2 +...+
(13.4-12.8)2 = 1,804.1898 = √36.82 = 6.06 minutes = 32.9 - 4.3 = 28.6 minutes
= 1,804.1898 / 50-1 = 36.8202
minutes
Pages Pages
Pages = √4.15 = 2.037 pages = 10-2 = 8 pages
= (4-4.82)2+(6-4.82)2+...+
(3-4.82)2 = 203.35
= 203.35/ 50-1 = 4.15 pages Amount Amount

= √1,046.12 = $ 32.34 = 158.51 - 17.84 = $ 140.67

Amount
= (12-12.8)2 + (19.5-12.8)2 +...+
(13.4-12.8)2 = 51,259.88
= 151,259.88/ 50-1 = $ 1,046.12
 SUM

Time

= 12+ 19.5+....+13.4 = 639.9 min

MINIMUM MAXIMUM
Pages
Time = 4.3 minutes Time = 32.9 minutes
= 4+ 6+....+3 = 241 pages
Pages viewed = 2 Pages viewed = 10

Amount = $17.84 Amount = $158.51

Amount

= 54.52+94.9...+98.75 = $3,406.41
Figure 1.1 Length of Time Shoppers Spend on the Website
Figure 1.2 Number of Pages Visited by the Shoppers
Figure 1.3 Average Amount Spent per Transaction
 Summarize the frequency, the total
dollars spent, and the mean amount

2 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.
 Day Frequency
Average Amount
TotalSpent
Amount
($) Spent ($)
Sunday 5 218.15 43.63
Monday 9 813.38 90.37555556
Tuesday 7 414.86 59.26571429
Wednesday 6 341.82 56.97
Thursday 5 294.03 58.806
Friday 11 945.43 85.94818182
Saturday 7 378.74 54.10571429
Total 50 3406.41 449.1011659
Table 2: Summary of frequency, total dollars spent and the mean amount
per transaction for each day of the week
 Summarize the frequency, the total
dollars spent, and the mean amount

3 spent per transaction for each type of

browser. What observations can you
make about Heavenly Chocolates’
business based on the day of the week?
Discuss.
 Browser Frequency Total Amount Spent Average Amount Spent ($)

Firefox 16 1, 228.21 76.763125

Internet Explorer 27 1656.81 61.36333333
Other 7 521.39 74.48428571
Total 50 3406.41 212.610744
Table 3: Summary of frequency, total dollars spent and the mean
amount spent per transaction for each type of browser
 Develop a scatter diagram, and
compute the sample correlation
coefficient to explore the relationship

4 between the time spent on the Web site

and the dollar amount spent. Use the
horizontal axis for the time spent on the
Web site. Discuss.
Figure 4.1. Scatter Diagram of time spent to amount spent
MS Excel Solution: Manual Solution:

=CORREL(B2:B11,D2:D11) Sx = 6.067965063 Sy = 32.34375786

Sample Correlation Coefficient Sxy = (xi - x)(yi - y)/n

= 0.5794625116 = 0.58 = 5572.56282 / 50-1 = 113.725772

r = ddddd
=113.725772 / (6.067965063)
(32.34375786)

= 0.5794625116 = 0.58
 Develop a scatter diagram, and
compute the sample correlation
coefficient to explore the relationship

5 between the number of Web site pages

viewed and the amount spent. Use the
horizontal axis for the number of Web
site pages viewed. Discuss.
Figure 5.1. Scatter Diagram of pages viewed to amount spent
MS Excel Solution: Manual Solution:

=CORREL(B2:B11,D2:D11) Sx = 2.037305143 Sy = 32.34375786

Sample Correlation Coefficient Sxy = (xi - x)(yi - y)/n

= 0.7236669235 = 0.72 = 2336.5838 / 50-1= 47.6853837

r = ddddd
= 47.6853837 / (2.037305143)
(32.34375786)

= 0.7236669235 = 0.72
 Develop a scatter diagram, and
compute the sample correlation
coefficient to explore the relationship

6 between the time spent on the Web site

and the number of pages viewed. Use
the horizontal axis to represent the
number of pages viewed. Discuss.
Figure 6.1. Scatter Diagram of pages viewed to time spent
MS Excel Solution: Manual Solution:

=CORREL(B2:B11,D2:D11) Sx = 2.037305143 Sy = 6.067965063

Sample Correlation Coefficient Sxy = (xi - x)(yi - y)/n

= 0.5959232270 = 0.60 = 360.982 / 50-1 = 7.36697959

r = ddddd
= 7.36697959 / (2.037305143)
(6.067965063)

= 0.5959232270 = 0.60
 Recommendation
- Promotional giveaways either
during sundays or thursdays

- Maintain and continuously improve

the website.

- Internet explorer pop-ups and

advertisements.