1. A method of monitoring a monitored establishment, comprising: presenting a survey to an auditor; receiving a user-provided survey response indicative of a condition in a monitored establishment that affects an accuracy of shopper count information provided by the auditor; displaying instructions to the auditor to sequentially move to a plurality of predetermined locations in the monitored establishment and collect a shopper count corresponding to each of the predetermined locations; and receiving and storing each of the plurality of shopper counts.