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The 20 year bond as of August 31, 1997 was used because it is the current yield to maturity. They were averaged in order to get a rate that would reflect current rates, but also be more reliable since it involves data from many years.
Ameritrade should use a 1.3% market risk premium. In order to derive that, the average risk free rate of past years was subtracted from the average weighted return of the market from past years. This was done to accommodate for fluctuations in the market.
Charles Schwab, Raymond James, Quick &Reilly, A G Edwards, and Mecklermedia, were used as benchmarks for evaluating the risks of Ameritrade's planned advertising and technology investments...
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