100 TOP RESEARCH COMPANIES;REPORT METHODOLOGY

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Companies are ranked by their gross U.S. research revenue as reported to Advertising Age on our annual Research Report questionnaire. The list is a mix of both public and private companies.

While the list extends beyond 100 research companies, the data referred to in the accompanying articles are for the top 100.

NON-RESEARCH OMITTED

Worldwide research revenue is U.S. research revenue plus non-U.S. research revenue. Non-research streams-a sizable portion of many of these companies-are not counted in this report.

For 68 of the research companies, the calendar year is the source of the listing data. Numbers for those on non-calendar fiscal periods closing after mid-year '95 may be the same as presented in Ad Age's last research report published Oct. 30, 1995.

A few companies listed are ranked by their fiscal year 1996 revenue. (See footnote in chart on The 1994 rank is based on information reported this year and may differ from information provided last year. Pro forma readings on acquisitions and divestitures may have involved restating prior year figures.

OWNERSHIP RULES

If a company owns a percentage of another research company, only that percentage of revenues of the company are folded into the parent's revenue.

Researchers interested in particpating in future reports should contact Susen Taras, (312) 649-5413/fax (312) 649-5360.

Staff for this report: R. Craig Endicott, Dataplace editor; Susen Taras, Research editor; Kenneth Wylie, Research report writer; Mike Ryan, editor, Special Report; Geoffrey Shives, design director.

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