Develop customer profile and evaluate promotional campaign

Reference no: EM133710258

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.

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 (S) 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
Percent frequency distributions were introduced in Section 2.4. You can use Excel to create percent frequency distributions using PivotTables.

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.

Case Problem 2 - Movie Theater Releases

The movie industry is a competitive business. More than 50 studios produce hundreds of new movies for theater release each year. and the financial success of each movie varies considerably. The opening weekend gross sales (5 millions), the total gross sales (5 millions), the number of theaters the movie was shown in, and the number of weeks the movie was in release are common variables used to measure the success of a movie released to theaters. Data collected for the top 100 theater movies released in 2016 are contained in the file Movies2016 (Box Office Mojo website). Table 3.14 shows the data for the first 10 movies in this file.

Managerial Report

Use the tabular and graphicalmethods of descriptive statistics to learn how these variables contribute to the success of a motion picture. Include the following in your report.

Tabular and graphical summaries for each of the four variables along with a discussion of what each summary tells us about the-movies that are released to theaters.

A scatter diagram to explore the relationship between Total Gross Sales and Opening Weekend Gross Sales. Discuss.
A scatter diagram to explore the relationship between Total Gross Sales and Number of Theaters. Discuss.
A scatter diagram to explore the relationship heRveen Total Gross Sales and Number of Weeks in Release. Discuss.

Attachment:- Case_Problems_Data.rar

Reference no: EM133710258

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