Understanding Stock Prices

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Understanding
Stock Prices
Many people think that all they have to know about a stock is its share
price. While this is an important piece of information, it’s only one piece
of the puzzle. Nevertheless, stock price is important. After all, since the
stock market is an auction, you should know how much a stock costs,
and most important, what it’s worth before you buy or sell it.
Basic Stock Quote
A stock quote (or quotation) is simply the current price of a stock. An
example of a stock quote is given in Figure 5-1.
If you don’t know the current price of a stock, you can simply ask
your broker, for example, “Could you give me a quote for Cisco?” In
the example in Figure 5-1, the person will reply, “$15.04.” This simply
means that if you wanted to buy one share of Cisco at that moment, it
would cost you $15.04. For many people, the stock quote is the most
important piece of information they can receive about a stock; it tells
them exactly how much it will cost them to buy the stock, or what they
will receive if they sell it.
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For years, some stock exchanges were unwilling to give out real-
time stock quotes and news unless they were paid exorbitant fees for
the information. Individual investors who didn’t pay the fees received
free stock quotes, but with a 20-minute delay.
Today, however, it’s very easy to get free real-time stock quotes any
time of the day or night. You can look on financial television programs
like CNBC, Bloomberg, or CNNfn. If that is inconvenient, you can
pick up the phone and call your stockbroker (if you have one). If you

are patient, you can always wait for tomorrow’s newspaper. The easiest
way of checking stock quotes is by logging on to the Internet. There are
hundreds of financial sites that provide real-time quotes.
As you can see in Figure 5-1, each stock has it own ticker symbol.
(In addition to stocks, mutual funds, index funds, bonds, and options
have ticker symbols.) Some are easy; for example, the stock symbol for
IBM is IBM. The symbol for Microsoft is MSFT, that for AT&T is T,
that for General Electric is GE, and that for Cisco Systems is CSCO. If
you aren’t sure of the exact ticker symbol, type in the name of the com-
pany, and the computer will give you the ticker symbol in seconds.
Most people refer to a stock by its symbol rather than its full name.
Every experienced investor has memorized the ticker symbols for the
most popular stocks. You can tell what exchange the stock is listed on
by counting the number of letters in the symbol. If the stock is on the
Nasdaq, the symbol will have 4 or 5 letters. If the stock is on the NYSE,
it will have 1, 2, or 3 letters.
Detailed Stock Quote
Let’s take a look at a detailed stock quote for Cisco Systems (CSCO),
shown in Figure 5-2.
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TOCKS
Symbol Last Trade Change Volume
CSCO 9:49am 15.04 +0.21+1.42% 6,007,203
Chart, Financials, Historical Prices, Industry, Insider, Messages,
News Options, Profile, Reports, Research, SEC Filings, more . . .
Figure 5-1
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Bid: This is the price you will receive if you want to sell the stock.
Ask: This is the price you will pay if you want to buy the stock.
Previous Close: The stock closed at this price on the previous day.
When you look at the detailed stock quote in Figure 5-2, you will
see two stock prices, one higher than the other. These are the bid price
and the ask price. The bid and ask prices are extremely important but
also confusing (at least they were to me).
The lower price (the one on the left) is the bid price (or offer price),
which is the price you will receive if you own the stock and want to sell
it. In Figure 5-2, the bid price for Cisco is $15.05. The higher price (on
the right) is the ask price, the price you will have to pay if you want to
buy this stock. The ask price for Cisco is $15.07.
The difference between the bid and ask prices is called the spread. In
Figure 5-2, the difference between the bid price ($15.05) and the ask price
($15.07) is 0.02. A few years ago, when stock quotes were in fractions,
the spread on some stocks was very high, sometimes as much as a dollar.
UNDERSTANDING STOCK PRICES
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Views: Basic - DayWatch - Performance - Real-time Mkt - Detailed - [Create New View]
CISCO SYSTEMS (NasdaqNM:CSCO) - Trade: Choose Brokerage
Last Trade Change Prev Cls Open Volume
9:49am–15.06 +0.23 (+1.55%) 14.83 15.12 6,103,711
Day’s Range Bid Ask P/E Mkt Cap Avg Vol
14.96–15.19 15.05 15.07 40.08 108.8B 81,647,045
52-wk Range Bid Size Ask Size P/S Div/Shr Div Date
8.12–21.92 22,300 10,400 5.55 0.00 22-Mar-00
1y Target Est EPS (ttm) EPS Est PEG Yield Ex-Div
15.34 0.37 0.54 1.27 N/A 23-Mar-00
Chart, Financials, Historical Prices, Industry, Insider, Messages,
News Options, Profile, Reports, Research, SEC Filings, more . . .

Figure 5-2
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When the spreads were very wide, if you bought a stock and then
sold it quickly, you would immediately lose money on the spread. The
lower the spread, the better for investors. Because of decimalization
(instead of displaying stock quotes in fractions, the exchanges now dis-
play them in decimals), the spread between the bid and ask prices is
often quite small, sometimes only a penny or two. That makes it fairer
for investors.
Other important information is how much the stock has risen or
fallen in both absolute and percentage terms during the day. In Figure
5-2, Cisco is up 0.23, or 1.55 percent. Many people also look at the
52-week lows and highs to get an idea of where the stock price has
been in the past.
The detailed stock quote also gives the market capitalization, the
outstanding shares, how much dividend the company pays (if any), and
the volume. (In the detailed stock quote example, note that you can do
a historical price search as well as do extensive research on any stock or
mutual fund.) You can learn a lot by studying the detailed stock quote.
Stock Price
Keep in mind that the detailed stock quote is just a quick snapshot of
what is happening with the stock. Although these numbers can be use-
ful, if you want to really get to know a stock, you’ll have to dig deeper,
as you’ll learn as you read the rest of the book. A lot of people don’t real-
ize that the stock price is just one small piece of information you need to
know about a stock. Some claim that it’s the least important piece!
Too many people believe that the stock price determines whether a
stock is a bargain or not. What many people don’t realize is that a stock
selling for $50 can be a better value than a stock selling for $10. If the
$10 stock has little or no earnings and loads of debt, you’d be better off

buying fewer shares of the $50 stock rather than more shares of the $10
stock. (Warren Buffett once said, “It’s far better to buy a wonderful
company at a fair price than a fair company at a wonderful price.”)
That’s why some investors spend so much time looking at ratios like the
P/E (when you divide a stock price by its earnings per share, you end
up with a P/E, or price/earnings, ratio) to determine what is a fair price.
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After all, you don’t want to be the kind of person who knows the price
of everything but the value of nothing (to paraphrase Oscar Wilde).
After-Hours Trading:
Making Money 24 Hours a Day
During the bull market, a lot of people, myself included, thought
that people would flock to the after-hours market. We figured
that people who couldn’t trade during the day would be eager to
trade at night. As the markets fell, so did interest in after-hours
trading. In the middle of the bull market, online and traditional
brokerage houses were aggressively offering clients the ability to
trade at any time of the day or night. But as the market plum-
meted and investors lost money, the after-hours market fizzled
out. Although professional traders continue to trade at night, only
a handful of investors still participate in the after-hours market.
(The after-hours market also includes the premarket, which usu-
ally begins around 8:00 a.m. EST.)
After-hours trading works like this: The major stock exchanges
remain open for electronic trading through electronic communica-

tion networks (ECNs) so that investors can trade outside of regular
hours.
Only a few million shares are traded in the after-hours mar-
ket, unlike the regular market, where billions of shares are traded
during the day. In fact, the volume is so small that most investors
would be well advised to avoid night trading altogether (unless
you take the time to thoroughly understand how it works). The
low volume can cause strange things to happen to stock prices. If
you are unfamiliar with after-hours trading, you can end up buy-
ing or selling a stock for a terrible price. Trading after hours is a
tricky strategy, and my advice is to do most of your investing and
trading during the regular market.
In the next chapter, you will learn how to buy and sell stock.
UNDERSTANDING STOCK PRICES
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