Responding to the "where do I look for comparisons" question...
There's no one source for "everything"... and you can make comparisons until your brain is on fire. If you are looking for "names" in sectors -- google the ETF in that sector -- say "OIL COMPANIES" or something similar -- you'll get so much information that you'll be on overload in a nanosecond.
This is why I say -- for "investing 102" that you have little more to do than drive down a busy street and make note of the big names you see. Which one do you like - which one do you purchase from...
So let's say there's a Chevron - an ARCO - and a SHELL gas station. Just start to compare those and see where that takes you. Doing a minimum amount of research on just those three - will bring up other names... and if they're familiar - look them up -- that will bring other names to mind - or maybe they're mentioned.
The problem for most people is there are TOO MANY names once they get started. And the key is not to become a Mutual Fund and load up on all kinds of crap you don't really know anything about. Keep it simple!
Find out the SECTORS you want to investigate.... so make those big and broad.... ENERGY... within energy you'll find pipes - drillers - retailers - refiners - some that do both or whatever... but this is when I'll remind you to find names that you know! If you don't know the name and have no idea what they do or why -- then you shouldn't even bother investigating. You'll be wandering around aimlessly for weeks if you start down that path.
Unless you're running a 100 million dollar fund... keep your investing simple. Keep it diversified. Make sure you understand what you own.
There's a zillion companies -- there's very few "sectors" - so I'd start with sectors - because that will get you to see diversity. Energy - consumer - finance - transportation - Industrials - etc. So once you have that idea in your head - just google "Industrial mutual funds". What I did then - for this post - is highlighted the first "SYMBOL" that came up and said "search google" which took me to the google finance website and their chart etc -- I scrolled down to see what they top 10 holdings were.... on that particlular list there was like one company I recognized -- so I went back and found another symbol and did google search on that one - it's top ten was a who's who of Industrial companies I knew... GE -- Honeywell - United Technologies - Cummins - Catapiller etc.
My take is -- if you threw a dart at the top ten holdings of this mutual fund - did a minimum amount of research and compared these top ten industrial names - you'd find one that had great total return = paid a decent dividend = and was a company you'd want to own. Move on to another sector....
I know this sounds simple to some and overly complicated to others -- but it will work for you.
Remember the number one thing.... just getting started -- it will change your life forever. Once you're hooked on making money -- you'll find it the best addiction you've ever had.