I have found trading an ETF (such as QQQQ) vs Stock works best when the stock 'universe' is narrowed down to a focal group of stocks - for instance I am making it my business to know every one of the Nasdaq 100 stocks using various sources - both technical (charting sites, scanners, technical ratings/rankings etc) and fundamental without making it complicated...
For fundamental information, I have Bloomberg Mobile (free) downloaded on my blackberry and check every few hours for 'News' under 'Technology'. This works well and provides a trigger for 'idea exploration' - recent example: "Windows 7" got some rave reviews versus Apple Leopard OSX, sales were looking positive for Windows based PC's. I looked at HPQ and DELL - the latter looked heavily oversold based purely on technicals. So here I have a well balanced (technical and fundamental based) window of opportunity...
How to trade it... Go long $150k DELL versus $150k QQQQ, making a dollar neutral natural hedge trade. The rationale: Although risking a relatively flat differential (I am not expecting to see double digit gains on this) between DELL and QQQQ I am convinced over the next 6-10 working days, DELL will outperform QQQQ and I have my trade running in profit (still open) at present.
Another idea which struck me was to go Short SMCI which competes with DELL on the rack mount and blade server solutions markets. SMCI looked overbought, hence would have been a good trade, but I am shying away from stock vs stock, preferring the simplicity of QQQQ vs Nasdaq 100 Stock.
In my experience I have never found much success - nothing to write home about - when I stick to purely mechanical/technical methods, OR purely fundamental. Rather, I find reward in getting a good balance - the way to do this 'practically' is to focus on a group or sector and get to know (over time of course) as much as you can about each company/business. The fundamental trends of a business are essential, and when combined with technicals, provide the firing power for profitable trades (in my experience)...
When this is further applied to a proper risk-astute strategy such as pairs trading an ETF vs Stock (as opposed to stock vs stock) I have found the payoff to be consistently positive...