FINANCIAL

ACCOUNTING
THEORY AND
ANALYSIS:
TEXT AND CASES
11TH EDITION
RICHARD G. SCHROEDER
MYRTLE W. CLARK
JACK M. CATHEY
Chapter 4
Research Methodology And
Theories On The Uses Of
Accounting Information
 Introduction
 To have a science is to have a recognized domain and a set of
phenomena in that domain
 Theory describes the underlying reality of that domain through input
(observations) and outputs (predictions)

INPUTS OUTPUTS
OBSERVATIONS PREDICTIONS

 Very little behavior is explained through existing accounting theory

 Theory vs theorizing
 Chapter introduces methods of developing theory and some theories on
outcomes of providing accounting information
 Research Methodology
Deductive approach
Inductive approach
Pragmatic Approach
Scientific Method
Other
Deductive Approach
 Essentially an “armchair” approach
 Going from the general to the specific
 Begins with the establishment of objectives
 Next definitions and assumptions are stated
 A logical structure for accomplishing the objectives based on
the definitions and assumptions is developed
 Attempts to “theorize are generally based on the deductive
approach
 Validity of this approach lies in the researcher’s ability to relate
components
 If researcher is in error, conclusions will also be erroneous
Inductive Approach
Making observations and
drawing conclusions
Generalizations are made about
the universe based upon limited
observations
APB Statement No. 4 utilized
the inductive approach
 Pragmatic
Approach
 Based upon the concept of utility or usefulness
 When a problem is found…
 an attempt to find a solution is undertaken
 Most accounting theory was developed using this
approach
 A Statement of Accounting Principles was a
pragmatic approach
 The Scientific
Method
Involves the following steps:
Draw a tentative conclusion

Analyze and evaluate data

Collect data necessary to test the hypotheses

State the hypotheses to be tested

Identify and state the problem to be studied
 Most accounting research found in academic journals uses
the scientific method
 Other Research
Approaches
Ethical approach
 Developed by DR Scott and involves the
concepts of truth, justice and fairness

Behavioral approach
– The study of how accounting information
affects the behavior of users
The Outcomes of
Providing Accounting
Information
Fundamental analysis
The efficient market hypothesis
Behavioral finance
The capital asset pricing model
Normative vs positive accounting
theory
Agency theory
Human information processing
Critical perspective research
 Fundamental Analysis
Investor decisions
­ Buy
­ Hold
­ Sell

The goal of fundamental analysis

Investment analysis
 The Efficient Market
Hypothesis
 Holds that fundamental analysis is not a useful
tool…
 Because individual investors are not able to identify
mispriced securities
 The Efficient Market
Hypothesis
 Based on the free market supply and demand
model with the following assumptions:
 All economic units have complete knowledge of the
economy
 All goods and services are completely mobile
 All buyers and sellers are so small in relation to total
supply and demand that neither has an influence on
supply or demand
 No artificial restrictions on demand, supply or prices of
goods and services
The Supply and Demand
Model

Supply
Price

Demand

Quantity
 The Supply and Demand
Model
Best illustrated in the securities market
Information available from many
sources including:
Published financial reports
 Quarterly earnings reports
 News reports
 Published competitor information
 Contract awardings
 Stockholder meetings
 The Efficient Market
Hypothesis
According to the supply and demand
model, the price of a product is
determined by knowledge of
relevant information

The securities market is viewed as

efficient if it reflects all available
information and reacts
immediately to new
information
 The Efficient Market
Hypothesis

 The EMH indicates that an investor

with a diversified portfolio cannot make an
excess return by knowledge of available
information
 There are three forms of the EMH which differ in
respect to the definition
of available information
 Weak form
 Semi-strong form
 Strong form
 Weak Form
 An extension of the random walk theory in the
financial management literature
 The historical price of a stock provides an unbiased
estimated of its future price
 Consequently, an investor cannot
make an excess return by
knowledge of past prices
 This form of the EMH has been
supported by several studies
 Semi-Strong
Form
 All publicly available information including past prices is
assumed to be incorporated into the determination of
security prices
 An investor cannot make an excess return by knowledge
of any publicly available information
 Implication is that the form of disclosure, whether in the
financial statements, the footnotes, or financial press
information is not important
 This form of the EMH has been generally supported in the
literature
Strong Form
All available information,
including insider information is
immediately incorporated into the
price of securities as soon as it is
known leaving no room for
excess returns
Most available evidence suggest
that this form of the EMH is not
valid
Challenges
 2008 market crash
 Efficient Market Hypothesis:
Implications

 Lack of uniformity in accounting principles may

have allowed corporate managers to manipulate
earnings and mislead investors.
 How are earnings and stock prices related?
 Do changes in accounting principles
affect stock prices?
 Behavioral Finance
 EMH: foundation for rational market theory.
 As more and more financial instruments were developed and traded, they would
bring more rationality to economic activity.
 Financial markets possessed superior knowledge and regulated economic activity
in a manner the government couldn’t match.
 Became the cornerstone of national economic policy during the tenure of Federal
Reserve Chairman Alan Greenspan.
 Opposed government intervention in markets
 Helped reshape the 1980s and 1990s by encouraging policy makers to open their economies to market
forces and resulted in an era of deregulation.

 However, this all changed in 2007.

 Easy Credit and the Real
Estate Bubble
 2007
 Housing prices declined
 Major global financial institutions that had borrowed and invested heavily in
subprime MBS reported significant losses.
 Houses under water
 Foreclosure epidemic eroded the financial strength of banking institutions.
 Crisis expanded from the housing market to other parts of the
economy
 Defaults and losses on other loan types also increased significantly
 October 2008

 Greenspan appeared before the US House Oversight

Committee
 Acknowledged mistake in believing that banks, operating in their own
self-interest, would do what was necessary to protect their shareholders
and institutions.
 “A flaw in the model “... that defines how the world works.”

 Acknowledged that he had been wrong in rejecting fears

that the five-year housing boom was turning into an
unsustainable speculative bubble that could harm the
economy when it burst.
 Had previously maintained home prices unlikely to post significant
decline nationally because housing was a local market
 Criticisms of EMS and Rational
Market Theory
 Not new in 2008.
 Early 1970s: critics were noting events that could not be
explained by the EMH.
 Unexplainable results were termed anomalies.
 “Financial market anomaly” occurs when the performance of a
stock or a group of stocks deviates from the assumptions of the
efficient market hypothesis.
 Katz classified anomalies into four basic types:
1. Calendar
2. Fundamental
3. Technical
4. Other
 Calendar anomalies
 Related with particular time periods; i.e. movement in
stock prices from day to day, month to month, year to
year etc
 Weekend Effect:
 Stock prices are likely to fall on Monday; consequently, the Monday
closing price is less than the closing price of previous Friday.
 Turn-of-the-Month Effect:
 The prices of stocks are likely to increase on the last trading day of
the month, and the first three days of next month.
 Turn-of-the-Year Effect
 The prices of stocks are likely to increase during the last week of
December and the first half month of January
 January Effect:
 Small-company stocks tend to generate greater returns than other
asset classes and the overall market in the first two to three weeks of
January.
 Value anomalies
 Value strategies: buying stocks that have low prices relative to
earnings, dividends, the book value of assets or other measures of
value.
 Do value strategies outperform the market?
 Low Price to Book
 Stocks with low market price to book value ratios generate greater returns than
stocks having high book value to market value ratios.
 High Dividend Yield
 Stocks with high dividend yields tend to outperform low dividend yield stocks.
 Low Price to Earnings (P/E)
 Stocks with low price to earnings ratios likely to generate higher returns and
outperform the overall market, while the stocks with high market price to earnings
ratios tend to underperform the overall market.
 Neglected Stocks
 Prior neglected stocks tend to generate higher returns than the overall market in
subsequent periods of time.
 Prior best performers tend to underperform the overall market.
Technical anomalies
 Technical analysis is a general
term for a number of investing
techniques
 Attempt to forecast security prices
by studying past prices and other
related statistics.
 Common techniques include
 Strategies based on relative strength
 Moving averages
 Support and resistance.
 Technical anomalies

 Moving Average
 Buying stocks when short-term averages are higher
than long-term averages
 Selling stocks when short-term averages fall below
their long-term averages.
 Trading Range Break
 Based upon resistance and support levels.
 Buy signal is created when the prices reaches a resistance level.
 Selling signal is created when prices reach the support level.
 Other Anomalies

 The size effect

 Small firms tend to outperform larger firms.
 Announcement Based Effects and Post-earnings
announcement drift
 Price changes tend to persist after initial announcements.
 Stocks with positive surprises tend to drift upward, those with negative
surprises tend to drift downward.
 Other Anomalies
 IPO's, Seasoned Equity Offerings, and Stock
Buybacks
 Stocks associated with initial public offerings (IPOs) in tend to
underperform the market and there is also evidence that
secondary offerings also underperform. Whereas, stocks of firms
announcing stock repurchases outperform the overall market in
the following years.
 Insider Transactions
 There is a relationship between transactions by executives and
directors in their firm's stock and the stock's performance. These
stocks tend to outperform the overall market.
 The S&P Game
 Stocks rise immediately after being added to S&P 500
 Behavioral Finance

 New theory of financial markets

 Contemporaneous with the identification of
financial market anomalies
 Arose from studies undertaken by Kahneman
and Tversky, and Thaler.
 Prospect Theory
 Certainty: Characteristics
 People have a strong preference for certainty
 Willing to sacrifice income to achieve more certainty.

Option A: Guaranteed win of $1,000

Option B:
80% chance of winning of $1,400
20% chance of winning nothing

People tend to prefer option A

 Prospect Theory
Characteristics
 Loss aversion:
 People tend to give losses more weight than gains
Gain = $100

Loss = $80

Net Loss in satisfaction

 Prospect Theory
Characteristics
 Relative positioning:
 People tend to be most interested in their relative gains and losses as
opposed to their final income and wealth.
 If your relative position doesn’t improve, you won’t feel any better off,
even if your income increases dramatically
 YOU get a 10 percent raise
 YOUR NEIGHBOR gets a 10 percent raise
Blah!

10% 10%

You Your
neighbor
 Prospect Theory
Characteristics
 Relative positioning
 But if you get a 10 percent raise and your
neighbor doesn’t get a raise at all, you’ll feel rich.

10%

0%

You Your
neighbor
 Prospect Theory
Characteristics
 Small probabilities:
 People tend to under-react to low-probability events.
 You may completely discount the probability of losing all your wealth
if the probability is very small.
 This tendency can result in people making super-risky choices.
 Behavioral Finance

 Explores the proposition that investors are often

driven by emotion and cognitive psychology
rather than rationale economic behavior.
 It suggests that investors use
 Imperfect rules of thumb,
 Preconceived notions, bias-induced beliefs
 And behave irrationally.
 Behavioral Finance

 Theories attempt
 To blend cognitive psychology with the tenets of finance and
economics
 To provide a logical and empirically verifiable explanation for the
often observed irrational behavior exhibited by investors.
 Behavioral Finance

 Fundamental tenet :
 Psychological factors, or cognitive biases, affect investors,
 These limit and distort their information
 Cause them to reach incorrect conclusions even if the
information is correct.
 Cognitive Biases in
Finance
 Mental accounting
 The majority of people perceive a dividend dollar differently from a
capital gains dollar.
 Dividends are perceived as an addition to disposable income; capital
gains usually are not.

Dividends
≠
×
Capital Gains
Cognitive Biases in Finance

 Biased expectations
 People tend to be overconfident in
their predictions of the future.
 If security analysts believe with an
80% confidence that a certain stock
will go up, they are right about 40%
of the time.
 Between 1973 and 1990, earnings
forecast errors have been anywhere
between 25% and 65% of actual
earnings.
 Cognitive Biases in Finance

 Reference dependence
 Investment decisions seem to be affected by an investor’s reference
point.
 If a certain stock was once trading for $20, then dropped to $5 and
finally recovered to $10, the investor’s propensity to increase holdings of
this stock will depend on whether the previous purchase was made at
$20 or $5
 Cognitive Biases in Finance

 Representativeness heuristic.
 In cognitive psychology this term means simply that people tend
to judge “Event A” to be more probable than “Event B” when A
appears more representative than B.
 In finance, the most common instance of representativeness
heuristic is that investors mistake good companies for good
stocks.
 Good companies are well-known and in most cases fairly valued.
 Their stocks, therefore, may not have a significant upside potential.
Not All Economists Are
Convinced
 Critics continue to support the EMH.
 Contend that behavioral finance is more a collection
of anomalies than a true branch of finance
 Believe that these anomalies are either quickly
priced out of the market or explained by appealing to
market microstructure arguments.
 Critics maintain that for an anomaly to violate
market efficiency, an investor must be able to
trade against it and earn abnormal profits
 This is not the case for many anomalies.
Not All Economists Are
Convinced
 Eugene Fama
 Regards behavioral finance as just story-telling that
is very good at describing individual behavior.
 Although he concedes that some sorts of
professionals are inclined toward the same sort of
biases as others, he asserts that the jumps that
behaviorists make from there to markets aren’t
validated by the data.
Not All Economists Are
Convinced
 Another critic states that “…pointing out all the ways
that real life behavior doesn’t bear out the predictions
of traditional economics and finance is interesting—
even fascinating, at times—but it’s not an alternative
theory.”
 “People aren’t rational” isn’t a theory: it’s an empirical
observation.
 An alternative theory would need to offer an
explanation, including causal processes, underlying
mechanisms and testable propositions
 Conclusions
 Over the last few decades, our understanding of
finance has increased a great deal
 Still many questions to be answered.
 On the whole, financial decision making remains a
grey area waiting for researchers to shed light on
it.
 However, a major paradigm shift is underway.
 Hopefully the new paradigm will combine
neoclassical and behavioral elements and will
replace unrealistic, assumptions about the
optimality of individual behavior with descriptive
insights, tested by laboratory experiments.
 If behavioral finance is to be successful in
understanding financial institutions and
participants, and if individuals and policy-makers,
want to make better decisions, they must take into
account the true nature of people with their
imperfections and bounded rationality
 Conclusions
 Major paradigm shift is underway.
 Hopefully the new paradigm will
 Combine neoclassical and behavioral elements
 Will replace unrealistic, assumptions about the
optimality of individual behavior with descriptive
insights, tested by laboratory experiments.
 If behavioral finance is to be successful in
understanding financial institutions and
participants, and if individuals and policy-
makers, want to make better decisions,
they must take into account the true
nature of people with their imperfections
and bounded rationality
 The Capital Asset Pricing
Model

 The goal of investors is to minimize risk and maximize

returns.
 The rate of return on stock is calculated:

Dividends + increases (or - decreases) in value

Purchase Price
 The Capital Asset Pricing
Model

 Risk:
 The possibility that actual returns will deviate from expected
returns
 U. S. treasury bills
 A risk free investment
 Return on these investments is the risk free return
 Diversification
 Stocks can be combined into a portfolio that is less risky than any
of the individual stocks
 The Capital Asset Pricing
Model
 Types of risk are company specific and
environmental
 Unsystematic risk
 The risk that is company specific
and can be diversified away
 Systematic risk
 The nondiversifiable risk that is related to
overall movements in the stock market
 Financial information about a firm can
help determine the amount of systematic
risk associated with a particular stock
 The Capital Asset
Pricing Model
 Assumption is that investors are risk
aversive and will demand higher returns
for taking greater risks
 Beta (b)
 The measure of the relationship of a particular stock with the
overall movement of the stock market
 Viewed as a measure of volatility - a measure of risk
 Securities with higher bs offer greater returns than
securities with relatively lower bs
The Relationship
Between Risk and
Return

Rs = R f + Rp

Where:
Rs = Expected return on a given risky
security
Rf = The risk free return rate
Rp = The risk premium
The Relationship
Between Risk and
Return

 Investors will not be compensated for

bearing unsystematic risk since it can be
diversified away
 The only relevant risk is systematic risk
 β = measure of the parallel relationship of
a particular common stock with the overall
trend in the stock market
 Stock’s sensitivity to market changes
 Measure of systematic risk
 Incorporating Risk Into the
Equation

β = :Rs = Rf + βs (Rm - Rf)

Where:
Rs = The stock’s expected return
Rf = The risk-free return rate
Rm = The expected market rate as a whole
β = The stock’s beta
calculated over some historical period
 Implications of
CAPM
 A security’s price will not be
impacted by unsystematic risk
 Securities with higher bs (higher risk) will be priced relatively
lower than securities offering less risk
 Research has indicated that past
bs are a good predictor of future
stock prices
 Criticized because it causes
managers to seek only safe
investments
Normative vs. Positive theory
 Normative theory – based upon a set of goals
that its proponents maintain prescribe the
ways things should be.
 Must be accepted by the entire universe to be
useful
 Positive theory – attempts to explain
observed phenomena
 One positive theory is termed agency theory
Positive Theory
 Agency theory
 Based on economic theories of:
 Prices
 Agency relationships
 Public choice
 Economic regulation
 Positive Theory
 Agency theory is based on the
assumption that individuals act to
maximize their own expected utilities.
 As a result the relevant question is:

What is a particular individual’s expected benefit

from a particular course of action?
 An agency is a consensual relationship between two parties whereby
one agrees to act on behalf of the other
 Inherent in this theory is that there is a conflict of interest between the
shareholders and the managers of a corporation
 Positive Theory
 Agency relationships involve costs to the principles
Monitoring expenditures by the
principal
 Bonding expenses by the agent
 Residual loss
 Agency theory holds that all
individuals will act to maximize their own utility
 Monitoring and bonding costs will be incurred as long as they
are less than the residual loss
 Human Information
Processing
 Annual reports provide vast amounts of information
 Disclosure of information is intended to help
investors make buy - hold - sell decisions
 Human Information
Processing
 HIP studies
 Studies attempting to assess an individual’s ability to use
accounting information
 Results - individuals have limited ability to process large
amounts of information
 Consequences:
 Selective perception
 Difficulty in making optimal decisions
 Sequential processing
 Implications - extensive disclosures now required may
be having opposite effect
 Critical Perspectives
Research
 Previous theories assumed that knowledge of
facts can be gained by observation

 This area of research contests the view that

knowledge of accounting is grounded in
objective principles

 Belief in indeterminacy - the history of

accounting is a complex web of economic,
political and accidental consequences
 Critical Perspectives
Research

 Accountants have been unduly

influenced by utility based marginal
economics that holds:
Profit = efficiency in using scarce resources
 Conventional accounting theory equates normative
and positive theory.
What should be and what is are the same
 Critical Perspectives
Research
 Critical perspective research concerns
itself with the ways societies and
institutions have emerged.
 Three assumptions:
Society has the potential to be what
it isn’t
 Human action can help this process
 Critical theory can assist human action
Accounting Research,
Education and Practice
 How are research, education and practice
related in most disciplines?
 For example, medicine?
 How are they related in accounting?
 Recent frauds have resulted in new
schools of thought
 End of
Chapter 4

Prepared by Kathryn Yarbrough, MBA

Copyright © 2014 John Wiley & Sons, Inc.  All rights reserved.
Reproduction or translation of this work beyond that permitted in
Section 117 of the 1976 United States Copyright Act without the
express written consent of the copyright owner is unlawful.  Request
for further information should be addressed to the Permissions
Department, John Wiley & Sons, Inc.  The purchaser may make back-
up copies for his/her own use only and not for distribution or resale. 
The Publisher assumes no responsibility for errors, omissions, or
damages, caused by the use of these programs or from the use of the
information contained herein.