Yulan Widyamitcha, Waode Fauziah, Novia Tri Ramadhani
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Malang
Abstract
Global Information System and Market Research refers to the use of technology and data to gather, analyze, and disseminate information about markets and consumer behavior on a global scale. It involves collecting and analyzing large amounts of data from various sources, including online platforms, social media, surveys, and other market research tools. This procedure aims to give organizations insightful information about consumer preferences, market trends, and competition, so they may make wise decisions about product creation, marketing tactics, and market expansion. The global information system and market research industry has grown rapidly in recent years, driven by the increasing demand for data-driven insights in a highly competitive and dynamic business environment.
The integration of GIS and market research has become increasingly important for companies looking to expand their global reach and improve their market share. GIS provides valuable insights into the location-based aspects of consumer behavior, such as where they shop, where they live, and how they travel. This information can be combined with market research data to develop more accurate and targeted marketing strategies, as well as to identify new business opportunities in different regions. Overall, the use of GIS and market research together provides businesses with a powerful tool to understand their customers and the market, make informed decisions, and stay ahead of the competition in the global marketplace.
Introduction
Global Information System (GIS) is a computer-based tool used to capture, store, manipulate, analyze, and present geographical data (Upadhyay & Gupta, 2022). It is a system that integrates various data sources, such as market research, sales data, customer information, and competitive intelligence, into a single platform that provides a holistic view of the company's global activities (Ahmad et al., 2020). GIS is widely used in various industries such as urban planning, environmental management, transportation, and market research (Yang et al., 2020).
Market research is a process of gathering and analyzing information about a specific market to better understand its characteristics, trends, and opportunities (Amarjyoti, 2021). Market research's goal is to provide firms with information about consumer behavior, tastes, and needs in order to help them make wise business decisions (Varadarajan, 2020). It is an important tool for businesses to stay competitive and make informed decisions about their products and services (Udovita, 2020). Market research can be conducted through various methods, such as surveys, focus groups, and data analysis. (Amarjyoti, 2021).
Global Information System (GIS) and market research are two important components of global marketing (Upadhyay & Gupta, 2022). GIS is a system that integrates various data sources, such as market research, sales data, customer information, and competitive intelligence, into a single platform that provides a holistic view of the company's global activities (Upadhyay & Gupta, 2022). Market research, on the other hand, is the process of gathering and analyzing information about a specific market to better understand its characteristics, trends, and opportunities (Amarjyoti, 2021).
GIS can be used to gather data from various sources, including market research. For example, businesses can use GIS to collect data on customer demographics, purchasing habits, and preferences in different regions (Ahmad et al., 2020). This data can then be analyzed to identify trends and patterns, allowing businesses to develop targeted marketing campaigns and products that better meet the needs of customers in different markets (Yang et al., 2020).
Market research, on the other hand, can be used to inform GIS data collection efforts (Varadarajan, 2020). For example, businesses can conduct market research to identify new markets to target, or to better understand the competitive landscape in a particular region. This information can then be integrated into the GIS system, allowing businesses to make more informed decisions about their global activities (Udovita, 2020).
When GIS is combined with market research, can give businesses a powerful tool for analyzing and understanding consumer behavior and global market trends (Tran et al., 2020). GIS can help in mapping the location of potential customers, identifying areas of high demand, and visualizing patterns of consumer behavior (Kimpel, 2020). While market research can provide valuable insights into consumer behavior and preferences, allowing organizations to make informed decisions about marketing strategies and product development (Konnikov et al., 2021). By using GIS and market research together, businesses can gain a competitive advantage by understanding the global market and making data-driven decisions (Johnson et al., 2021) .
