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Chapter 3: Data Visualization: Case Problem 1 Pelican stores
Book Title: Business Analytics
Printed By: Jigar Jitendrak Patel ([email protected])
© 2021 Cengage Learning, Cengage Learning
Chapter Review
Case Problem 1 Pelican stores
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
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 file PelicanStores. Table 3.13 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.
Table 3.13
Data for a Sample of 100 Credit Card Purchases at Pelican Stores
Customer
Type of
Customer Items
Net
Sales
Method of
Payment Gender
Marital
Status Age
1 Regular 1 39.50 Discover Male Married 32
2 Promotional 1 102.40 Proprietary
Card
Female Married 36
3 Regular 1 22.50 Proprietary
Card
Female Married 32
4 Promotional 5 100.40 Proprietary
Card
Female Married 28
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Customer
Type of
Customer Items
Net
Sales
Method of
Payment Gender
Marital
Status Age
5 Regular 2 54.00 MasterCard Female Married 34
. . . . . . . .
. . . . . . . .
. . . . . . . .
96 Regular 1 39.50 MasterCard Female Married 44
97 Promotional 9 253.00 Proprietary
Card
Female Married 30
98 Promotional 10 287.59 Proprietary
Card
Female Married 52
99 Promotional 2 47.60 Proprietary
Card
Female Married 30
100 Promotional 1 28.44 Proprietary
Card
Female Married 44
Most of the variables shown in Table 3.13 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.
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Percent frequency distributions were
introduced in Section 2.4. You can use Excel
to create percent frequency distributions
using PivotTables.
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 distributions for each of the key variables: number of items
purchased, net sales, method of payment, gender, marital status, and age.
2. A sorted bar 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 of differences observed.
4. A scatter chart to explore the relationship between net sales and customer
age.
5. A chart to examine whether the relationship between net sales and age
depends on the marital status of the customer.
6. A side-by-side bar chart to examine the method of payment by customer type
(regular or promotional). Comment on any differences you observe between
the methods of payments used by the different types of customers.
Chapter 3: Data Visualization: Case Problem 1 Pelican stores
Book Title: Business Analytics
Printed By: Jigar Jitendrak Patel ([email protected])
© 2021 Cengage Learning, Cengage Learning
© 2022 Cengage Learning Inc. All rights reserved. No part of this work may by reproduced or used in any form or by any means –
graphic, electronic, or mechanical, or in any other manner – without the written permission of the copyright holder.
