Geographic information systems: A mixed methods spatial approach in business and management research and beyond

Numerous phenomena in business and management (BAM) research have a spatial context; yet, the analysis of place and space is under-utilized by many researchers. Thus, we provide a framework for helping BAM researchers think spatially. Specifically, we demonstrate the utility of geographic information systems (GIS) as a mixed research tool. We demonstrate how GIS applications can involve the combining of quantitative and qualitative research techniques, methods, approaches, data, concepts, language and, most importantly, technologies, thereby yielding mixed research. We outline the types of research questions that can be addressed using GIS applications. Further, we illustrate how GIS applications can enhance representation and legitimation of already-collected data. Finally, we discuss how the use of GIS can transform monomethod research (i.e., quantitative or qualitative research) into mixed research without compromising researchers' philosophical assumptions and stances (e.g., post-positivism, constructivism). In providing our framework, we contend that GIS applications increase the rigor of BAM research and enable researchers to explore complex phenomena through an integrative, recursive, and iterative analysis.