If you drove a Google Street View-style car up and down a mall parking lot, you'd get a lot of information. I doubt that a more in-depth sweep would cost significantly more to do than to just do a single drive by. The biggest cost would be driving to the parking lot in the first place.
And if you were trying to collect information, you'd be able to get a lot more info from the license plate numbers or the make/models of cars. You could also get information on employment by looking for which cars are parked where, since store employees typically have to park further from the entrance. There's a lot of information that you could get from ground-level that you miss at satellite level.
The real question is - is it worth it?