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The establishment of a successful business must be preceded by comprehensive entrepreneurial preparation and research, as well as the development of a truly attractive business idea. Research to-date has tended to be based solely on factors relating to entrepreneurial activity or business performance. Research into the development and evaluation of a business idea has been insufficient. The purpose of this research is to propose a methodology for evaluating the attractiveness of a business idea objectively. This research measures the attractiveness of a business idea by the click through rate (CTR) to a website generated by specific keyword entry into internet search engines. The attractiveness of a business idea can be presented by the formula: number of relevant keyword searches x CTR on search results. As the number of searches for individual keywords is published by the search engines and it is possible to estimate CTRs for specific search results, we can objectively evaluate the attractiveness of a business idea.By analyzing keyword search data and CTRs obtained from search engines over a one month period, 1124 keywords that relate to foreign language education have been identified. A regression formula has also been derived, predicting the click through rate for search results. This research and its findings can be used to raise the success rates of new businesses; proposing objective guidelines for business idea development and evaluation. It is particularly meaningful because it introduces a new methodology to the arena.

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A Study on the Estimation of Click Through Rates from Internet Search Results and their Value in the Evaluation of the Attractiveness of a Business Idea