To provide an evaluating method which does not simply evaluate whether the state of a store is good or bad, but makes clear what problem the store has and how to improve it.

The customer group of the object store is classified into at least four groups of customers in a trading area, visiting customers, purchasing customers, and regular customers; and a polling survey for knowing purchase trends and how much the store is known is taken for the customers in the trading area, a polling survey for grasping impressions on the store and whether or not an article is purchased in the store for the visiting customers, a polling survey for grasping impressions on the store and how much they depend upon the store for the purchasing customers, and a polling survey for grasping impressions on the store and how often they visit the store for the regular customers, and the survey results of them are compared with a preset reference value to evaluate the customer gathering power and selling power of the store for the respective customer groups.