In this Demonstration, we model the expected annual returns of the components of the Dow Jones 30 using the well-known three-factor model of Fama and French. The three factors, which we obtain from Kenneth R. French's web site, are: (1) monthly returns of the market in excess of cash; (2) the average difference between the monthly returns of three portfolios of small-cap stocks and three portfolios of large-cap stocks; and (3) the average difference between the monthly returns of two growth portfolios and two value portfolios. Choose a company from the Dow Industrials and a factor to study. We use "MER" to denote "market excess returns", "SMB" to denote "small minus big", and "VMG" to denote "value minus growth". We show the results of a multiple regression analysis under a two-dimensional plot. This plot features a scatter plot of the stock's returns on the y axis and the chosen factor returns on the x axis, as well as the least-squares linear relationship between the two sets of data that was generated by the multiple regression analysisComponente Curricular::Educação Superior::Ciências Exatas e da Terra::Matemática