Concerning valuation ratios or multiples, price to earnings (PE), firm value (FV) to EBITDA,and price to book value (P/B) are by far the most preferred multiples. Among cash flow ratios,dividend yield and free cash flow yield are most preferred.9In general, cash flow ratios, are ascommon, in terms of frequency of use, as earnings and price related ratios. This supports the ideathat cash flows are at least as important as earnings. Furthermore, we observed that, with oneexception, all analysts in the sample included cash flow statements projections in their reports,implying that cash flow metrics are highly valued by equity analysts. Concerning this, Call, Chen,& Tong (2009) suggest that earnings forecasts of analysts accompanied by cash flow forecastscould be more accurate than earnings forecasts without cash flow forecasts.In the “Other” category, earnings per share (EPS), sales growth, and dividends per shareare most preferred. This is consistent with the findings in Matsumoto et al. (1995) who surveyedanalysts in the U.S. In their study, analysts ranked EPS and sales growth rates as the most importantfinancial ratios for both retailers and manufacturing firms. Finally, according to results in Table 2,EBITDA is common across ratio categories. This is surprising, as EBITDA could be a misleadingmetric (Stumpp, 2000).