This paper marks the first appearance of the AMR Research Risk Assessment Profile (RAP), an analytical tool that is use to compile quantitative and qualitative information to determine the risk a user incurs when purchasing products or services in a given market. RAP examines the attributes and proven qualifications of companies to determine which products or service offerings pose less risk than others. By understanding the various attributes of companies and comparing a group of peers in a given market segment, the result is a battery of data that helps users make better decisions.
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