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The benefits of researching a business decision rather that making an intuitive or "gut" decision is the amount of critical information gained to assist in the decision process. It is important to have a broad spectrum of information regarding all of the variables in any given situation. In order to make informed rational decisions one should be aware of the pros, the cons, the cost, and the consequence before jumping into a committed contract or …

…and eliminates unexpected and undesirable events. It helps one succeed his or her needs and aspirations and to better understand your subject matter. By researching a business question instead of making "intuitive or gut feeling" decisions, you reduce the number of errors in your research and you gain credibility. With "intuitive or gut feeling" decisions, the likelihood that there could be biases or stereotypes in your research, even if it is unintentional, is very high.