Overall, the combination of GIS and market research can help organizations gain a deeper understanding of the markets they operate in, enabling them to make more informed decisions and improve their overall performance (Tran et al., 2020). In conclusion, GIS and market research are two important components of global marketing that can be used together to help businesses better understand and navigate the global marketplace (Tran et al., 2020). By leveraging these tools, businesses can gain insights into customer behavior, preferences, and trends in different markets, allowing them to develop customized marketing strategies and improve their global competitiveness (muritala et al., 2020).
In this chapter will discuss about firstly, information technology, management information systems, and big data for global marketing. Secondly, sources of marketing of information. Thirdly, formal market research. Fourthly, headquarters' control of market research, and lastly is the marketing information system as a strategic asset. This chapter aims to about broadening and providing a deeper understanding of what exists in global information system and market research.
Literature Review
Global information system (GIS) and market research are two important topics in the field of business management. GIS refers to the use of information technology to collect, analyze, and distribute information globally, while market research involves the systematic gathering and interpretation of information about a target market. The purpose of this literature review is to examine the existing literature on gis and market research, and to identify the current trends and challenges in these areas. Some related literature reviews of global information system and market research :
The Role of Global Information Systems in Market Research: According to a study by Kim et al. (2019), GIS can play a critical role in market research by providing companies with access to a wide range of data sources and analytical tools. The authors argue that GIS can help companies to better understand customer behavior, market trends, and competitor activities, leading to improved decision-making and competitive advantage.
The Challenges of Global Market Research: A study by Samiee et al. (2018) highlights the challenges of conducting market research in a global context. The authors argue that cultural differences, language barriers, and data quality issues can make it difficult to obtain accurate and reliable data in global market research. The study suggests that companies need to develop a deep understanding of the local culture and market conditions in order to effectively conduct market research in different regions.
The Application of Big Data Analytics in Market Research: Further significant development in this field. A study by Hua et al. (2020) found that big data analytics can give businesses insightful knowledge regarding consumer behavior and market trends. The authors contend that businesses can find new opportunities, boost client engagement, and optimize marketing strategies with the use of big data analytics.
The Role of GIS in Supply Chain Management: In addition to market research, GIS can also play a critical role in supply chain management. A study by Zhu et al. (2019) highlights the potential benefits of using GIS to optimize supply chain operations. The authors argue that GIS can help companies to better manage inventory, transportation, and logistics, leading to improved efficiency and cost savings.
The Importance of Data Quality in GIS: Finally, a study by Jia et al. (2018) highlights the importance of data quality in GIS. The authors argue that data quality issues can lead to inaccurate analysis and decision-making. The study suggests that companies need to invest in data quality management tools and processes in order to guarantee the validity and dependability of GIS data.
Discussions
6.1 Information Technology, Management Information Systems, and Big Data for Global Marketing      Â
