Why do you find the reciprocal of fractions when dividing?

Most people find multiplication by a fraction easier than dividing by a fraction.

Dividing by a fraction is equivalent to multiplying by its reciprocal.

For example, 10 / (3/4) would require you to divide by 3/4. How many three-quarters in ten? Hmmm... Not that easy.

Instead, try multiplying by 4/3

Much easier: 10*(4/3) = 40/3 = 13.33...