The text indicates that beta is the masure of the risk of a firm. Risky firms have beta's above 1 and firms with less risk have betas below 1. For example, Walmart has a beta of 0.46 while Southwest has a beta of 1.33. Pick two firms in the same industry. Go to yahoo finance and compare their beta's by looking at key statistics. Is there a difference in the beta measures? Why do you think there is a difference?