This is just a brief overview:
–Buying any stock involves both a qualitative and a quantitative element. That is: What does the company do that makes this a good stock to own? and How do the numbers–the PE ratio, asset value, dividend yield and earnings growth–stack up?
–For value stocks, the numbers are more important; for growth stocks, the story is the key. That’s because the primary element in success for value investors is how carefully they buy (because the ceiling for a given stock is relatively clearly defined). For growth investors, it’s selling before/as the drivers of extra-fast earnings expansion run out of steam.
–Most tech stocks fall in the growth category. My advocacy for Intel a few years ago was one of the rare occasions where a tech story is about under valued assets.
–In most cases, tech companies own key intellectual property–software, patents, industrial knowhow–that is in great demand, and which competitors don’t have and can’t seem to create substitutes for. As long as that remains true, the company’s stock typically does well. As I just mentioned, a crucial element in success with tech (or any other growth sector) is to exit before/as the growth story begins to unwind. One yardstick is that this typically happens five years or so after the super-growth starts. Yes, the best growth companies, like Apple or Microsoft or Amazon, have an ability reinvent themselves and thereby extend their period of strong earnings success. But this isn’t the norm.
–Learning to be a stock investor is sort of like learning to play baseball. There’s no substitute for actually playing the game. The best way I know to learn about a stock is to buy a very small position and see what happens. Don’t just sit idle, though. Read everything on the company website, and the websites of competitors. Read the last annual report and 10k. Listen to (or read the transcripts of) the firm’s earnings conference calls. Find and monitor (at least the headlines) financial newspapers and relevant blogs. Try to form expectations about what future earnings might be and check this against what actually happens. Then figure out where/how you went wrong and adjust. Watch how the market reacts to news. At first you may be terrible. I certainly was. But if you’re honest with yourself in your postmortems, you’ll probably make considerable progress quickly.
–Sooner or later–preferably sooner, learn to interpret a balance sheet and income statement. A local community college course would probably be good, but you can get the basics of financial accounting (definitely don’t worry about double entry bookkeeping) from a book over a weekend. Remember, here too there’s no substitute for the experience of trying to work out from a given company’s actuals what future income statements, balance sheets and flow-of-funds statements will look like.