It's based on the "efficient market" hypothesis. A lot of people believe this holds true. However, if it were true, a stock's value would only change either proportional to the market as a whole, the market segment, or the company itself.
Instead, we find stocks rising and falling all the time for no apparent reason. I say "apparent" because they are rising and falling for some reason!
That reason is rapidly changing demand for that company's stock. The problem is that the demand variance far exceeds intrinsic value changes in the market, market segment, or the company.
The $64 Trilion Question is why?
The fluctuations beyond value changes appear random, but they are most certainly not random, nor are they pseudo-random.
There are three primary factors affecting the market as a whole, the market segment, and the company in particular:
1. Market (and market segment) optimism/pessimism. Market optimism in the 1990s, particularly in dot-coms, was rampant. As a result, it overinflated stock prices in the dot-com sector, which tended to bleed over and overinflate prices in other sectors. Throughout most of this century's first decade, and more sharply, from about 1.5 years ago to 6 months ago, pessimism has depressed the market as a whole, but things are back on the upswing in recent months.
The savvy investor can adjusting a stock's price as compared to the overall market and discern a truer idea of the stock's value.
2. News. Stock prices rise on good news and drop on bad news. The problem is, by the time the news hits the streets, prices have already adjusted. Sometimes, however, price fluctuations overreact or underreact to the news.
The savvy investor is well-tuned to the market and the company, and can discern whether or not the reaction is over/under, and thereby capitalize on the differences.
3. Market trends. This is simply figuring out what most people will want before most people figure it out for themselves. Apples i-Everything seems to have caught on with the masses.
Then there's always The Unknown Factor: Who'd have thought Jobs would come back to work for Apple and more than quadruple it's value over the last 5 years? That's 43% a year! Yes, he was largely responsible for i-X's success, but the question is: Would iPhone and iEverything else exist if he hadn't?
It's nearly impossible to guess the 5 w's of an X-Factor before it happens. Even after it happens, it's still difficult to correctly gauge its effects. However, when it became known that Jobs was back on the job, Apple's stock soared.
Savvy investors dumped loads of capital into AAPL the moment it was known that Jobs had returned, and they're still reaping the benefits, today!