Abstract
Over the last five decades, business academics have identified over three hundred factors that influence stock returns. A newcomer to this field might be overwhelmed by the amount of research and the nature of it - sometimes confusing, even conflicting at times. This paper tries to hand hold a beginner and gently introduce him to the high seas of asset pricing – especially research that focuses on stock returns & potential return determinants. We have tried to cover leading research that will provide a soft landing for the beginner to the field of asset pricing. With this introduction, we hope that the newcomer will find it easier to navigate her/his way confidently to her/his research interest.
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