Investigating the underlying, foundational, core or key aspects of a business issuing a security, be it a share, a bond, or a note. Investigators seek the company’s (1) reasons for being better that competition; (2) growing earnings trend; (3) growing sales;(4) percentage of market owned; (5) cash and asset reserves; (6) how good management is. These are the true indicators of a company being a worthwhile investment. Contrast to technical analysis. This estimates future value by past and present movements in the market price.

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