  In this study, we introduce new estimation methods for the required rate of
returns on equity and liabilities of private and public companies using the
stochastic dividend discount model (DDM). To estimate the required rate of
return on equity, we use the maximum likelihood method, the Bayesian method,
and the Kalman filtering. We also provide a method that evaluates the market
values of liabilities. We apply the model to a set of firms from the S\&P 500
index using historical dividend and price data over a 32--year period. Overall,
the suggested methods can be used to estimate the required rate of returns.
