Estimating Shopping Centre Turnover: A Review of Survey Methods

Reviews methods of estimating shopping centre turnover in the absence of published census information. Discusses use of market area analysis and reviews the experience of surveying retailers themselves in order to measure turnover. Reports a case study of small towns in mid Wales which found that about 70 per cent of the retailers approached were willing to be surveyed, and of these about 70 per cent were willing to provide information on turnover. Examines the use of surrogate measures such as retail employment and concludes that, while such surveys are worthwhile in present circumstances, reinstatement of a centrally organized compulsory census is essential in the longer term.