TOP 100 RESEARCH COMPANIES

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Top 100 research companies

Rank Gross U.S. research revenues Total research revenue U.S. U.S. full-time

1992 1991 Advertiser, headquarters 1992 1991 % chg 1992 % chg offices employees Top executive Telephone

1 1 A.C. Nielsen Co.*, Northbrook, Ill. $515.0 $492.0 4.7 $1,305.0 8.8 NA NA Serge Okun, pres-ceo (708) 498-6300

2 3 Information Resources Inc., Chicago 241.6 198.7 21.6 276.4 24.1 11 2,930 Gian Fulgoni, chmn-ceo (312) 726-1221

3 4 IMS International*, Cham, Switzerland 195.0 165.0 18.2 586.0 15.1 NA NA Serge Okun, pres-ceo 41-42-362-244

4 2 Arbitron Co., New York 178.3 201.7 -11.6 178.3 -11.6 NA 2,200 Stephen B. Morris, pres (212) 887-1300

5 5 VNU Business Information Services, New York 145.0 128.0 13.3 145.0 13.3 NA 1,950 Ernst de Flines, chmn-ceo (212) 789-3680

6 6 Westat, Rockville, Md. 113.7 87.2 30.4 113.7 30.4 2 NA Joseph Waksberg, chmn (301) 251-1500

7 7 Maritz Marketing Research, Fenton, Mo. 69.7 59.6 16.9 69.7 16.9 6 540 William H. Lewellen, pres (314) 827-1610

8 9 Abt Associates, Cambridge, Mass. 62.7 55.3 13.5 62.7 13.5 3 560 Wendell J. Knox, pres-ceo (617) 492-7100

9 12 Walsh International, Phoenix 55.0 44.0 25.0 87.0 26.1 25 1,350 Handel E. Evans, chmn (602) 381-9500

10 8 M/A/R/C Group, Irving, Texas 52.8 55.9 -5.5 53.9 -3.9 9 540 Sharon Munger, ceo (214) 506-3533

11 13 Gallup Organization, Princeton, N.J. 49.9 42.4 17.9 58.4 19.6 12 550 Jim Clifton, ceo (402) 489-8700

12 10 NFO Research, Greenwich, Conn. 47.1 44.8 5.1 47.1 5.1 11 386 William E. Lipner, chmn-ceo (203) 629-8888

13 11 Elrick & Lavidge, Atlanta 46.8 44.0 6.4 46.8 6.4 5 275 Jim Perkins, sr vp, grp exec (404) 885-8000

14 16 NPD Group, Port Washington, N.Y. 44.0 36.0 22.2 57.0 18.8 12 475 Tod Johnson, ceo (516) 625-0700

15 14 Market Facts, Arlington Heights, Ill. 41.0 40.0 2.5 41.0 2.5 4 530 Tom Payne, pres-coo (708) 590-7000

16 17 Walker Group, Indianapolis 38.1 30.9 23.2 38.7 18.9 NA 343 Frank D. Walker, chmn-ceo (317) 843-3939

17 15 MRB Group, London 36.1 37.3 -3.3 100.8 4.5 11 800 Tim Bowles, ceo 44-81-579-5550

18 18 Intersearch, Horsham, Pa. 29.1 27.7 5.1 30.1 6.7 2 180 Alan Widra, chmn-pres (215) 657-6400

19 22 BASES Group, Covington, Ky. 26.9 21.7 24.0 28.0 23.3 5 191 Jack E. Brown, chmn-ceo (606) 655-6000

20 24 Millward Brown, Naperville, Ill. 24.7 19.7 25.2 70.2 17.0 4 274 Robert Meyers, pres (708) 505-0066

21 21 National Research Group, Los Angeles 24.1 22.7 6.3 27.0 7.1 NA NA Joseph Farrell, co-chmn (213) 856-4400

22 19 Burke Marketing Research, Cincinnati 24.0 23.5 2.1 24.4 1.2 10 213 Ronald L. Tatham, pres-ceo (513) 241-5663

23 20 Chilton Research Services, Radnor, Pa. 23.8 23.5 1.3 23.8 1.3 1 163 Marjorie Michitti, vp-gm (215) 964-4602

24 23 Research International, London 22.9 21.2 8.0 145.5 17.8 15 976 Philip Barnard, chmn-ceo worldwide 44-71-235-1588

25 25 Roper Starch Worldwide, Mamaroneck, N.Y. 21.3 19.7 8.2 22.8 8.1 2 196 W.J. Wilson, pres (914) 698-0800

26 26 J.D.Power & Associates, Agoura Hills, Calif. 20.9 18.0 15.8 20.9 15.8 4 200 J. David Power III, pres-ceo (818) 889-6330

27 31 Creative & Response Research Services, Chicago 18.6 15.1 22.8 18.6 22.8 1 10 Saul Ben-Zeev, chmn (312) 828-9200

28 28 Yankelovich Partners, Westport, Conn. 18.4 17.0 8.0 19.9 12.7 4 110 James A. Taylor, mg ptnr-ceo (203) 227-2700

29 27 Find/SVP, New York 18.2 17.2 5.7 18.2 5.7 1 211 Andrew Garvin, chmn-ceo-pres (212) 645-4500

30 29 ASI Marketing Research, New York 17.4 17.0 2.4 17.4 2.4 3 69 Gerry Lukeman, chmn (212) 807-9393

31 35 Decision Research Corp., Lexington, Mass. 17.0 14.0 21.4 17.0 21.4 3 92 Eric Almquist, dir, vp mktg (617) 861-7350

32 32 Harte Hanks Market Research, River Edge, N.J. 17.0 15.1 12.6 19.0 11.1 2 210 Harry Seymour, exec vp (201) 342-6400

33 34 Goldfarb Corp., Toronto 16.9 14.1 19.7 31.9 38.9 6 80 Martin Goldfarb, chmn-ceo (416) 221-9200

34 33 Custom Research, Minneapolis 16.2 14.9 8.7 16.2 8.7 3 80 Judith S. Corson, ptnr (612) 542-0810

35 30 M.O.R.-PACE, Farmington Hills, Mich. 15.1 15.5 -2.9 15.1 -2.9 1 82 Francis J. Ward, chmn (313) 737-5300

36 37 Data Development, New York 14.1 13.1 7.3 14.8 13.0 2 90 Jerry Rosenkranz, chmn (212) 633-1100

37 39 Lieberman Research West, Los Angeles 12.7 10.8 17.1 13.2 21.8 1 80 Arnold Fishman, chmn (310) 553-0550

38 38 Total Research, Princeton, N.J. 12.6 11.9 5.9 12.6 5.9 5 128 Lorin Zissman, chmn-ceo (609) 520-9100

39 36 National Analysts, Philadelphia 11.4 13.3 -14.2 11.4 -14.2 1 77 John A. Berrigan, Ph.D., pres (215) 496-6800

40 42 Wirthlin Group, McLean, Va. 11.4 9.6 18.2 12.5 27.4 6 94 Richard B. Wirthlin, chmn-ceo (703) 556-0001

41 45 Response Analysis, Princeton, N.J. 11.3 8.9 27.2 11.4 28.5 1 103 James H. Fouss, pres-ceo (609) 921-3333

42 40 Macro International, Silver Spring, Md. 11.0 10.0 10.0 24.0 20.6 5 317 Martin Kotler, chmn (301) 588-5484

43 46 ICR Survey Research Group, Media, Pa. 10.9 8.5 28.2 10.9 28.2 4 80 Fred Soulas, pres (215) 565-9280

44 47 McCollum Spielman Worldwide, Great Neck, N.Y. 10.6 8.4 26.2 10.6 26.2 1 55 Harold Spielman, ceo (516) 482-0310

45 43 Guideline Research, New York 10.4 9.2 13.0 10.4 13.0 2 60 Jay Friedland, pres (212) 947-5140

46 50 Myers Communications, Parsippany, N.J. 10.0 7.0 42.9 10.0 42.9 1 6 Jack Myers, pres (201) 808-7333

47 44 Louis Harris & Associates, New York 9.6 9.1 5.5 24.0 5.3 3 185 Humphrey Taylor, pres-ceo (212) 698-9600

48 41 Conway/Milliken & Associates, Chicago 9.0 9.9 -8.5 9.0 -8.5 1 70 Foy Conway, ceo (312) 787-4060

49 55 Shifrin Research, New York 7.6 6.3 20.6 7.6 20.6 1 25 Leslie Shifrin, pres (212) 473-4050

50 49 Gordon S. Black Corp., Rochester, N.Y. 7.4 7.2 2.8 7.4 2.8 1 63 Gordon S. Black, chmn-ceo (716) 272-8400

51 48 Newman-Stein, New York 7.3 8.0 -8.7 7.4 -7.5 2 40 Lawrence Newman, pres (212) 777-2700

52 52 Pretesting Co., Tenafly, N.J. 7.2 6.6 9.5 8.1 13.3 4 28 Lee Weinblatt, ceo (201) 569-4800

53 51 Marketing Analysts, Seaford, N.Y. 6.8 6.8 0.0 7.3 2.8 1 31 Robert Pascale, pres (516) 783-7065

54 61 AHF Marketing Research, New York 6.5 5.2 25.1 6.5 25.1 1 54 Beryl L. Levitt, pres (212) 941-5555

55 53 Bruskin/Goldring Research, Edison, N.J. 6.5 6.5 0.0 6.5 0.0 2 50 David Bender, ceo (908) 572-7300

56 56 FRC Research, New York 6.4 6.0 6.7 6.4 6.7 1 36 Ronni Theeman, chmn (212) 696-1000

57 59 Dohring Co., Glendale, Calif. 6.3 5.4 16.7 6.3 16.7 2 100 Doug C. Dohring, chmn-ceo (818) 242-1600

58 57 Strategy Research, Miami 6.2 6.0 3.3 6.2 3.3 1 49 Richard W. Tobin, pres (305) 649-5400

59 54 Marketeam/Doane Marketing Research, St. Louis 6.1 6.4 -4.7 6.1 -4.7 1 60 Carl E. Block, pres (314) 878-7667

60 60 Ross-Cooper-Lund, Teaneck, N.J. 5.7 5.4 7.0 5.7 7.0 1 38 David A. Ross, pres (201) 836-0040

61 62 BAI, Tarrytown, N.Y. 5.6 5.2 7.7 7.0 25.0 1 45 Richard Reiser, chmn (914) 332-5300

62 58 Directions for Decisions, New York 5.6 5.4 2.5 5.6 2.5 1 32 Joseph F. Baldi Jr., chmn (212) 683-9595

63 63 Schulman Ronca & Bucuvalas, New York 5.3 5.0 7.1 5.3 7.1 1 58 Mark Schulman, pres (212) 779-7700

64 65 Griggs-Anderson Research, Portland, Ore. 5.3 4.8 10.5 6.0 20.0 1 43 Gail Griggs, pres (503) 241-8036

65 64 Savitz Research Center, Dallas 5.0 4.8 4.2 5.0 4.2 2 30 Jeffry Savitz, pres (214) 386-4050

66 67 Brown Koff & Fried, New York 4.6 4.6 0.0 4.6 0.0 1 27 M. Brown, A. Koff, R. Fried, ptnrs (212) 779-4600

67 66 Bruno & Ridgway Research Associates, Lawrenceville, N.J. 4.3 4.7 -7.1 4.3 -7.1 1 20 A. Spencer Bruno, ceo (609) 895 9889

68 69 Decision Analyst, Arlington, Texas 4.3 4.2 2.4 4.3 2.4 1 41 Jerry W. Thomas, pres-ceo (817) 640-6166

69 68 Data Group, Plymouth Meeting, Pa. 4.1 4.2 -2.4 4.1 -2.4 3 55 Theodore L. Reed, pres (215) 834-2080

70 70 Oxtoby-Smith, New York 4.1 4.0 2.5 4.1 2.5 30 30 J.G. Smith, ceo-pres (212) 614-0040

71 73 Response Center, Philadelphia 4.0 3.1 31.1 4.0 31.1 1 35 Patrick Baldasare, pres (215) 222-2800

72 72 Marketvision Research, Cincinnati 3.9 3.1 25.5 4.1 26.8 2 29 Donald G. McMullen, pres-ceo (513) 791-3100

73 76 Market Development, San Diego 3.9 2.9 34.5 3.9 34.5 1 25 Loretta H. Adams, pres (619) 232-5628

74 78 Alliance Research, Crestview Hills, Ky. 3.7 2.6 42.3 3.7 42.3 2 26 Clinton D. Brown, pres (606) 344-0077

75 74 Shugoll Research, Bethesda, Md. 3.7 3.0 20.1 3.7 20.1 1 20 Joan Shugoll, ceo (301) 656-0310

76 71 Willard & Shullman, Greenwich, Conn. 3.6 3.9 -7.1 3.6 -7.1 1 24 R.R. Shullman, pres-mg dir (203) 629-2233

77 77 Rothstein-Tauber, Stamford, Conn. 3.2 2.8 12.6 3.2 1.3 1 18 Richard M. Tauber, pres (203) 324-2420

78 75 Kennedy Research, Grand Rapids, Mich. 3.1 3.0 4.0 3.2 3.9 2 32 R.D. Kennedy, pres (616) 954-0200

79 79 Mid-America Research, Mount Prospect, Ill. 3.0 2.6 15.4 3.0 15.4 0 30 Marshall Ottenfeld, pres (708) 392-0800

80 81 Heller Research Group, Port Washington, N.Y. 2.7 2.3 17.4 2.9 22.2 1 20 Harry Heller, pres (516) 883-4521

81 83 Booth Research Services, Atlanta 2.3 2.0 14.3 2.3 14.3 1 15 Peter Booth, pres (404) 992-2200

82 82 Mediafax, Santurce, Puerto Rico 2.1 2.1 0.0 2.1 0.0 1 25 William J. McKenna, pres-ceo (809) 721-0141

83 80 deKadt Marketing & Research, Ridgefield, Conn. 2.1 2.3 -9.2 2.1 -9.2 1 18 Pieter P. deKadt, pres (203) 431-1212

84 84 JRP Marketing Research Services, Media, Pa 2.0 2.0 0.0 2.0 0.0 1 22 Paul Frattaroli, pres (215) 565-8840

85 85 SMS Research & Marketing Services, Honolulu 1.8 1.9 -3.8 1.8 -3.8 1 21 Hersh Singer, chmn (808) 537-3356

86 89 Target Research Group, Spring Valley, N.Y. 1.8 1.5 22.7 1.9 26.7 1 5 Ronald Silver, pres (914) 426-1200

87 87 Norman Hecht Research, Syosset, N.Y. 1.6 1.8 -7.9 1.6 -7.9 1 14 Norman Hecht, pres-ceo (516) 496-8866

88 88 Hughes Research, Rockville, Md. 1.4 1.8 -21.3 1.4 -21.3 1 3 Thomas B. Hughes, pres (301) 670-0005

89 86 Global Market Research, London 1.4 1.8 -24.4 51.7 1.9 14 368 Ivor Stocker, chmn 44-71-612-0363

90 90 Brand Consulting Group, Southfield, Mich. 1.1 1.0 9.5 1.1 9.5 1 12 Milton Brand, pres (313) 559-2100

91 93 Joyce Julius & Associates, Ann Arbor, Mich. 1.1 0.9 27.2 1.1 27.2 1 20 Joyce Cotman, pres (313) 971-1900

92

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