Mini Case 5 You are a consultant with Performance 511 (an excellent management consulting firm!) and Indigo Books and Music (a national book retailer) is your client. The aim of the consulting project is to increase ROI on marketing efforts. The objectives relate to using "iRewards, their customer loyalty program, to identify target market segments. Indigo has provided you with data on 1000 iRewards members and their purchasing patterns. Indigo expects that you will use this data to identify customer groups that are likely to spend more - these groups can then be targeted through Indigo's marketing and promotional efforts. Sergio Nasar, your boss at Performance 511, has given you the task of doing some exploratory analysis on data related to two variables: (1) Total Spend (i.e. the total dollar value that the iRewards member has spent since becoming an iRewards member) and (2) Purchase Channel (i.e. the mode the iRewards member uses most often for Indigo purchases, either In Store or Online). The table below displays some of the data for these variables, your data set will include similar data but for 1000 iRewards members (i.e. 1000 rows of data). iRewards Member # 1 Total Spend $52.75 $872.34 $162.99 Purchase Channel In Store Online Online 2 3 1000 $783.33 In Store Q1. What type of data is represented in each of these two variables (i.e. Total Spend and Purchase Channel)? (Hint: In your response, clearly indicate which specific type of categorical or numerical data applies to each)