Research is crucial in science and history but some people forget that it is also a vital part of business. Much research goes into studying the current market and consumers purchasing power. Entrepreneurs working to start up a new business also have to conduct surveys and studies to identify their start up costs and estimated revenues to see if the project is worth starting. Two cases we discussed in class were Disney’s plan to expand into Europe and Burger Kings plan to go to Russia. These cases proved the importance of research because both of these companies did not have previous knowledge of what the expansion would be like, until they researched it further. The difference in culture, financial information, and the popularity of Burger King and Disney in those countries all had to be carefully studied in order to not make a costly mistake. Unfortunetly, Disney did not do enough market research since they found themselves losing large sums of money to their Europe expansion. When your about to put millions of dollars into a project, thoroughly researching the market is one of the most critical things to do.