Yes the most important part of investing is doing your own...

Yes the most important part of investing is doing your own research... it must be thorough... if you cant understand the business dont buy it... would you buy a private business if you didnt understand..

The problem with the share market is it is too easy to buy stock without any due diligence.. When you buy a house you have accountants, solicitors, valuers, building inspections giving input.. Its amazing how many people buy stocks with minimum research and the advice brokerage companies analysis.. These firms reports maybe incorrect, or they may have their own agendas.. you will never know..

So the best option is doing your own research, having a look at reports (I suggest independents like morning star) and once you see a compelling case invest .. that way if the SP takes a dive you can evaluate and make a confident decision .. if you rely on someone else's judgement it will cause you to panic as you dont know the business..

like anything in life there are no short cuts...