Thoughts on women entrepreneurship: an application of market basket analysis with google trends data

Abstract

This paper focuses on the popularity and awareness of keywords in Google Trends data related to entrepreneurship of women in a global and cross-regional setting by using market basket analysis. Google Trends is one of the digital data platforms that provides a time series index of the volume of queries users enter into Google in a given geographic area. It is the most popular tool for gathering any information, and it has been used in several topics. Market basket analysis indicates items that appear/used together and the frequency of these appearances. Such technique is appropriate in finding hidden associations between items, which is also crucial in assessing individuals’ thoughts on a specific topic. This study contributes to the literature in terms of being the first study to use market basket analysis on Google trends data in the context of women’s entrepreneurship finding hidden associations between items, which is crucial in assessing individuals’ thoughts on a specific topic. The results of the analysis are interpreted through the lens of gender-responsive strategies, equality, efficiency and social justice in different country and region contexts.