by AAII Staff
On-Line Discount Broker Survey
Why do you focus only on trading (cost and efficiency) aspects of one’s relationship with an on-line broker in the survey? With very few exceptions, the cost of a trade is irrelevant as a percentage of invested dollars and return on investment. Also, while I have run into exceptions, the efficiency and effectiveness of the trade is also not an issue. What is an issue is the kind of services and support tools—stock screener, research reports, etc.—available for free. I use them to pick the stock I want to buy. If you don’t pick the right stock to buy, who cares how efficient the trade wa
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