These are conducted to measure the size and characteristics of the universe. These estimates, which are updated on a regular basis, are used to:

• Identify different outlet types and quantify number of outlets in a universe by type.
• Provide key statistics for setting up a representative retail panel.

Details collected in a retail census typically include outlet name, address, telephone number, outlet type, use of scanning equipment, presence of air-conditioning, refrigeration facilities, number of hours open per day, monthly turnover, floor space, and presence of major product categories.