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

The list includes 121 companies. Ad Age analyzes only the top 100 subset for year-to-year comparisons of the 100 Leading Research Companies.

The Top 100 in fact claim 99.1% of total U.S. revenues of the 121 reporting companies, and 94.6% of the non-U.S. portion.

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 97 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 '96 many be the same as presented in Ad Age's last report published May 20, 1996.

A few companies listed are ranked by their fiscal year 1997 revenue. (See footnote in chart on Page 46.)

The 1995 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 a restatement of prior-year figures.

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 participating in future reports should contact Susen Taras, phone (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, Special Reports editor; Geoffrey Shives, design director.

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