For the updated Trade Area Analysis (TAA) of Wisconsin counties we use the sales tax data as reported by the Wisconsin Department of Revenue for 2017. Only those counties that have elected to collect the optional county sales tax are included in the analysis. Because sales tax data are used one must keep in mind that the analysis focuses only on taxable sales and may not reflect the total level of activity in the county. Using Pull Factors and measures of Surplus and Leakage, the relative strengths and weaknesses of local retail markets are identified. An example of how to explore changes in Pull Factors over time to identify strengths, weaknesses, opportunities and potential threats is also provided.
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