E-Book Chapter - Global Information System and Market Research

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) .

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           

In today's interconnected world, information technology (IT), management information systems (MIS), and big data play significant roles in a global company's decision-making processes (Zhang & Zhang, 2021). The use of technology to store, retrieve, and transfer data and information is known as Information Technology (Abdelraheem et al., 2021). It encompasses hardware, software, networks, and databases that organizations use to manage and process information (Kishimoto et al., 2019).

Management Information Systems (MIS) are systems that use IT to collect, store, process, and distribute information to support decision-making and management activities within an organization (Zhang & Zhang, 2021). MIS can include various technologies, such are supply chain management systems, customer relationship management (CRM) systems, and enterprise resource planning (ERP) systems (Zhang & Zhang, 2021).

The term "big data" refers to the substantial amounts of data that businesses produce and gather from a variety of sources, including social media, online purchases, and consumer interactions (Daniel, 2019). Big Data analytics involves examining this data to draw conclusions and improve decision-making (Mohammadpoor & Torabi, 2020).

Here are the ways these technologies can impact decision-making in a global company: Information technology (IT) is an essential part of a company's infrastructure, as it facilitates the storage, processing, and retrieval of data (Abdelraheem et al., 2021). IT enables companies to gather and analyze data from numerous sources, including social media, client feedback, and sales numbers (Abdelraheem et al., 2021). The data gathered can be utilized to understand consumer preferences, market trends, and rivalry behavior (Polinkevych et al., 2021). These insights can then be used to make data-driven decisions that can help a company stay ahead of its competitors (Ozgur et al., 2021).

Management Information Systems (MIS): MIS is a system that helps organizations manage their data and information resources (Meeen et al., 2020b). MIS can help global companies make decisions based on real-time data, as it provides an integrated view of all relevant data from different departments (Meeen et al., 2020a). MIS can help companies to quickly identify problems, bottlenecks, or opportunities, which can be addressed in a timely manner (Mishra & Pradhan, 2019).

Big data: Big data refers to huge and complicated data sets that must be processed using specialist tools and methods (Daniel, 2019). Big data can be used to analyze patterns and trends in customer behavior, sales data, and other relevant information (Cozzoli et al., 2022). By analyzing big data, companies can learn about consumer preferences, market trends, and rival activity to benefit them to make informed decision (Mohammadpoor & Torabi, 2020).

In conclusion, Big data, management information systems, and information technology are essential to the decision-making processes of multinational corporations. (Zhang & Zhang, 2021). Utilizing these technologies, businesses can learn more about their operations, comprehend their clients, and outperform their rivals (Polinkevych et al., 2021). However, it's important to note that data-driven decision-making should always be coupled with human expertise and judgment to ensure the best outcomes (Ozgur et al., 2021).

By leveraging these technologies, businesses can learn more about consumer behavior, tastes, and market trends in various markets, allowing them to develop customized marketing strategies and improve their global competitiveness (Abdelraheem et al., 2021). For example, an organization can use Big Data analytics to analyze customer data from different regions and develop personalized marketing campaigns for each market (Cozzoli et al., 2022). MIS can be used to manage global supply chains and track inventory levels across different regions, while IT can be used to facilitate communication and collaboration between teams in different countries (Meeen et al., 2020b).

6.2 Sources of Marketing of Information

Marketing of information refers to the process of promoting and selling information products, such as books, online courses, webinars, podcasts, and other digital content (Mahmud & Kakashekh, 2021). Here are some common sources of marketing for information products:

Firsly, social media: Partnering with influencers that have a sizable following on social media or other platforms is known as influencer marketing (Rosrio & Dias, 2023). You can use these platforms to build your brand, engage with your audience, and promote your products. (Chitra & Kalaiselvi, 2021).

Secondly, email marketing: A potent tool for promoting information items is email marketing (Samantaray & Pradhan, 2020). You can use email marketing to increase revenue, promote your products, and develop relationships with your subscribers (Samantaray & Pradhan, 2020) .

Thirdly, paid advertising: An efficient technique to promote information items is through paid advertising (Cordero-Gutirrez & Lahuerta-Otero, 2020). Platforms like Google Ads, Facebook Ads, and LinkedIn Ads allow you to promote your products to targeted audiences (Bayer et al., 2020).

Fourthly, affiliate marketing: Paying affiliates to promote your items is a performance-based marketing method known as affiliate marketing (Hani et al., 2020). On each sale they bring in, affiliates receive a commission (P. Gupta & Aggarwal, 2019).

Fively, content marketing: To draw in and keep your audience interested, use content marketing to provide valuable content such as blog articles, videos, and podcasts. (Asnawati et al., 2022). You can use content marketing to build trust, establish yourself as an expert, and promote your products (Asnawati et al., 2022).

Sixly, search engine optimization (SEO): To rank higher in search engine results, SEO entails optimizing your website and content (Panchal et al., 2021). This can aid in increasing website traffic and promoting your informational items (Panchal et al., 2021).

Finally, influencer marketing: Partnering with influencers that have a sizable following on social media or other platforms is known as influencer marketing (Cartwright et al., 2022). You can leverage their influence to promote your information products to their audience (Cartwright et al., 2022).

These are just a few sources of marketing for information products. The secret is to identify the platforms that are most effective for reaching your target market and promoting your items, as well as to develop a cohesive marketing plan that makes use of a variety of platforms (Kureczka, 2020). Market information refers to any data or insights that provide insight into the behavior, trends, and conditions of a specific market (Arhirejskij, 2020).

The sources of market information can be divided into two broad categories, as follows: Primary sources of market information are those that involve direct interaction with the market, these include: Firstly, direct perception; This involves observing the market firsthand, either through personal experience or by using research methods such as surveys, interviews, or focus groups (van Dijk & Kiverstein, 2021). Direct perception allows businesses to gather information about customer preferences, buying habits, and product usage (van Dijk & Kiverstein, 2021) . Secondly, market research: This involves conducting research on a specific market to gain insight into customer behavior, market trends, and competitive landscape (Kuznyak et al., 2021). Market research can be conducted through surveys, interviews, focus groups, and other quantitative and qualitative research methods (Kuznyak et al., 2021). Thirdly, customer feedback: This involves gathering feedback from customers about their experiences with a product or service (Lebmeier et al., 2021). Customer feedback can be collected through surveys, online reviews, and social media platforms (Lebmeier et al., 2021).

Secondary sources of market information are those that provide information about the market without direct interaction, these include: Firstly, government reports collect and publish data on various aspects of the economy, including market trends, consumer behavior, and industry-specific data (Xu, 2022). Secondly, industry reports is industry associations and research firms often publish reports on specific industries, including market size, growth, and trends (Gonalves et al., 2022). Thirdly, news and media is ews outlets and media publications often report on market trends, mergers and acquisitions, and other relevant market information (Strmbck et al., 2020). Fourthly, financial statements is publicly traded companies are required to disclose financial information, which can provide insight into the company's performance and the broader market (Dewi et al., 2019).

Overall, by gathering information from both primary and secondary sources, businesses can gain a comprehensive understanding of the market and make informed decisions about their products, services, and strategies (V. Gupta & Rubalcaba, 2022).

6.3 Formal Market Research

Formal market research refers to the process of collecting and analyzing data to gain insights into the market, customers, competitors, and industry trends (Starostina et al., 2022). This research is typically conducted using formal research methodologies and techniques, such as surveys, focus groups, interviews, and observational studies (Scafuto et al., 2021). Here are the basic steps involved in conducting formal market research:

Firsly, define the research objectives: Define the study objectives first. They should be clear, quantitative, doable, pertinent, and time-bound (Shamsuddin et al., 2022). This will help you focus your research efforts and ensure that you are collecting data that will be useful in achieving your business goals (Celine (CX) Roque, 2020).

Secondly, design the research study: Determine the research methodology that you will use to collect data (Wasik & Rusli, 2022). This could include surveys, focus groups, interviews, or observational studies (Mindell et al., 2021). Also, design the research instrument or questionnaire that you will use to collect data (Sutherland et al., 2013).

Thirdly, recruit participants: Depending on the research methodology you choose, you may need to recruit participants for your study (Pritchard, 2021). This could involve reaching out to customers, industry experts, or other relevant stakeholders (Pritchard, 2021).

Fourthly, collect data: Conduct the research study and collect data using the chosen methodology (Liu et al., 2022). Be sure to follow ethical guidelines and ensure that participants' data is kept confidential (Cuschieri, 2022).

Fively, analyze data: Data must be examined once it has been gathered in order to learn more about the study goals (Wu & Poo, 2020). This may involve statistical analysis, data visualization, or other techniques (Du & Yuan, 2021).

Sixly, draw conclusions and make recommendations: Based on the data analysis, draw conclusions and make recommendations to inform business decisions (Krause-Jttler et al., 2022). This may include identifying market trends, customer preferences, or opportunities for growth (Hibti et al., 2019) .

Finally, communicate findings: Communicate the research findings to stakeholders in a clear and concise manner (Santesso et al., 2020). This could include creating reports, presentations, or other materials that effectively convey the key insights and recommendations (Santesso et al., 2020).

In general, global marketers may need to modify the conventional market research approach to take into consideration cultural and language variations in the areas they are researching, as well as variations in data accessibility, legal requirements, and communication preferences (Ekebas-Turedi et al., 2021). They may also need to use different tools and techniques to collect and analyze data that are appropriate for different markets (Kumar, 2020).

6.4 Headquarters' Control of Market Research

Headquarters, or the central management of an organization, typically has a significant role in controlling market research activities (Mwangi et al., 2022). This is because headquarters often have the authority and resources necessary to plan, fund, and coordinate market research efforts across multiple business units or regions (Sylvia & Terhaar, 2023). Here are some ways in which headquarters may control market research:

Firsly, budget allocation: Headquarters typically have control over the budget for market research activities (Guan et al., 2021). This means they can allocate funds to specific research projects or business units based on their strategic priorities (Guan et al., 2021).

Secondly, research planning: Headquarters may also be responsible for planning research activities, setting research objectives, and identifying the research methods and techniques to be used (Rahmani et al., 2022). They may work with external research firms or internal research teams to develop a comprehensive research plan (Rahmani et al., 2022).

Thirdly, coordination: Headquarters may also coordinate research activities across different business units or regions to ensure consistency and avoid duplication of effort (Tokta-Palut, 2022). This may involve establishing research protocols, sharing data and insights, and collaborating on research projects (Tokta-Palut, 2022).

Fourthly, quality control: Headquarters may also be responsible for ensuring the quality and accuracy of research findings (Wang et al., 2021). This could involve setting standards for research data collection and analysis, reviewing research reports and presentations, and providing feedback to research teams (Wang et al., 2021).

Finally, decision-making: Finally, headquarters may use the insights gained from market research to make strategic decisions about product development, marketing campaigns, pricing, and other business activities (Masic, 2022). This can help ensure that decisions are based on reliable data and insights (Marinkovic et al., 2022).

Overall, headquarters are crucial in ensuring that market research operations are in line with the strategic goals and objectives of the company (Mwangi et al., 2022). By effectively managing market research, headquarters can help businesses stay competitive, innovate, and grow in their respective markets (Mwangi et al., 2022).Top of FormBottom of Form

6.5 The Marketing Information System as a Strategic Asset

The Marketing Information System (MIS) can be a strategic asset for organizations because it provides critical information about customers, competitors, and the market environment that can inform decision-making and drive business success (Meeen et al., 2020b). Here are some ways in which MIS can be a strategic asset:

Firstly, customer insights: MIS can provide valuable insights into customer preferences, behaviors, and needs (Luo et al., 2022). By analyzing customer data, organizations can better understand their target audience, develop products and services that meet their needs, and build stronger customer relationships (Mandal, 2022).

Secondly, competitive intelligence: MIS can also provide insights into competitors' products, pricing, marketing strategies, and other key factors (Cavallo et al., 2021). This information can help organizations identify opportunities for differentiation, anticipate competitive threats, and develop effective marketing strategies (Salguero et al., 2019).

Thirdly, market trends: MIS can provide valuable information about market trends, such as changes in consumer behavior, emerging technologies, and economic conditions (Gruzauskas et al., 2020). Organizations that do this may stay innovative, adapt to changing market conditions, and stay ahead of the curve (Shen & Shafiq, 2020).

Fourthly, performance tracking: MIS can also provide data on the performance of marketing campaigns, sales channels, and other business activities (Junejo et al., 2022). This can help organizations track their progress towards business goals, identify areas for improvement, and make data-driven decisions (Chopra et al., 2022).

Finally, decision-making: Finally, MIS can help organizations make more informed and effective decisions by providing reliable, up-to-date information about the market environment (Ming et al., 2021). By using MIS to inform decision-making, organizations can reduce risk, optimize resources, and maximize business results (Ming et al., 2021).

Overall, the Marketing Information System can be a strategic asset for organizations that invest in collecting, analyzing, and leveraging marketing data (Meeen et al., 2020a). By using MIS to gain insights into customers, competitors, and the market environment, organizations can develop more effective marketing strategies, make better decisions, and achieve their business objectives (Mishra & Pradhan, 2019) .

Information is a crucial strategic asset that enables companies to make informed decisions, anticipate market changes, and gain a competitive edge in the global market (Fang et al., 2022). As a result, the importance of information has a big impact on how big organizations are structured (Souza Monteiro et al., 2020).

Firstly, the importance of information has led to the development of a knowledge-based economy, where companies focus on creating and leveraging knowledge to create value (Lehtinen et al., 2019). This has resulted in the emergence of new organizational structures, such as networked organizations, where companies form alliances and partnerships to share information and expertise (Lehtinen et al., 2019).

Secondly, information has led to the decentralization of decision-making processes in global corporations (Ozgur et al., 2021). This is due to the fact that local decision-making is most effective when based on information, where managers have access to relevant information and can make decisions that are responsive to local market conditions (Ozgur et al., 2021).

Thirdly, information has led to the creation of flatter organizational structures, with fewer hierarchical layers between top management and front-line employees (Shah et al., 2020). This is because information is more likely to flow freely in organizations with fewer hierarchical barriers, enabling employees to make better-informed decisions and act more quickly in response to changing market conditions (Sri Ramalu & Janadari, 2022).

Fourthly, the role of information has led to the development of new job roles and skills in global corporations (Mikalef et al., 2020). For example, data analysts and data scientists are increasingly important in helping companies to gather and analyze large amounts of data to make informed decisions (Mikalef et al., 2020).

Finally, the importance of information has led to increased investment in technology and infrastructure to support the collection, storage, and analysis of data (Sharma & Aparicio, 2022). This has led to the rise of new business models that make it easier for businesses to access and exchange information, like software as a service and cloud computing (Renz & Hilbig, 2020).

In summary, the role of information as a strategic asset has had a profound impact on the structure of global corporations, leading to the emergence of new organizational structures, changes in decision-making processes, the development of new job roles and skills, and increased investment in technology and infrastructure (Gawer, 2021).

Conclusion

Global Information Systems (GIS) and market research are both important tools for understanding and analyzing markets, consumers, and industries worldwide. GIS provides a framework for managing and analyzing large amounts of geographic data, while market research helps organizations gather and analyze information about consumer behavior, attitudes, and preferences.

By combining GIS and market research, organizations can get a more comprehensive understanding of global markets and identify opportunities for growth and expansion. GIS can help identify patterns and trends in consumer behavior and preferences, while market research can provide insights into specific markets, consumer segments, and competitor strategies.

In conclusion, GIS and market research are both essential components of a comprehensive global marketing strategy. By leveraging these tools effectively, organizations can gain a deeper understanding of global markets and make informed decisions about product development, marketing, and expansion.

 

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