This paper addresses the application of Geographical Information Systems (GIS), a computerized tool for associating key information by geographical location, to the institutional research function at institutions of higher education. The first section investigates the potential of GIS as an analytical and planning tool for institutional researchers. The second section addresses the opportunities for new research, as well as for revising existing research programs, both for institutional research and for other university functions. This section also considers potential obstacles to GIS implementation, both political and physical. The third section more fully elaborates on the potential applications of GIS to institutional research and includes examples of selected uses. The conclusion discusses efficacy issues for institutions considering acquiring a GIS. Contains 12 references. (DB)