MARKET FACTS INC
8-K, 1997-08-15
ENGINEERING, ACCOUNTING, RESEARCH, MANAGEMENT
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<PAGE>
 
                      SECURITIES AND EXCHANGE COMMISSION
                            WASHINGTON, D.C.  20549

                                   FORM 8-K

                                CURRENT REPORT

                        Pursuant to Section 13 or 15(d)
                    of the Securities Exchange Act of 1934


Date of report (Date of earliest event reported)     July 31, 1997
                                                --------------------------------


                              MARKET FACTS, INC.
- --------------------------------------------------------------------------------
            (Exact name of registrant as specified in its charter)
<TABLE> 
<CAPTION> 
<S>                                                     <C>                             <C> 

                   Delaware                                   0-4781                               36-2061602
- ----------------------------------------------       -----------------------          ------------------------------------
(State or other jurisdiction of incorporation)       (Commission File Number)         (I.R.S. Employer Identification No.)

 3040 West Salt Creek Lane, Arlington Heights, Illinois                                               60005
- --------------------------------------------------------                              ------------------------------------
        (Address of principal executive offices)                                                   (Zip Code)
</TABLE> 

Registrant's telephone number, including area code     (847) 590-7000
                                                   -----------------------------
                                Not Applicable
- --------------------------------------------------------------------------------
         (Former name or former address, if changed since last report)
<PAGE>
 
Item 2.  Acquisition or Disposition of Assets.

Pursuant to a Stock Purchase Agreement by and among Market Facts, Inc.
("Company"), Kathleen Knight, Robert Skolnick, Gunilla Broadbent and BAIGlobal,
Inc. dated July 31, 1997, the Company acquired all of the outstanding stock of
BAIGlobal, an international market research and information company, for
$3,590,000 payable at closing and up to $5,000,000 of contingent payments in the
form of cash and stock based on BAIGlobal achieving a certain earnings target
for the period July 31, 1997 through December 31, 1999.  An additional $50,000
was paid at closing relating to noncompete agreements.  Immediately after the
closing of the transaction, the Company advanced $2,250,000 to BAIGlobal for the
purpose of repaying notes payable to selling shareholders.  The acquisition will
be accounted for under the purchase method of accounting and was financed from
borrowings on the Company's line of credit with American National Bank and Trust
Company of Chicago and existing cash on hand.  The terms of the transaction were
determined through arms' length negotiations between the parties.

The Company and BAIGlobal have partnered for the past seven years to market two
research products used by major financial services institutions in the United
States.

                                    Page 1
<PAGE>
 
Item 7.   Financial Statements and Exhibits.

(a)  Financial statements of businesses acquired.



                         Independent Auditors' Report


The Board of Directors
BAIGlobal, Inc.:


We have audited the accompanying balance sheet of BAIGlobal, Inc. (the
"Company") as of December 31, 1996, and the related statements of income and
retained earnings and cash flows for the year then ended.  These financial
statements are the responsibility of the Company's management.  Our
responsibility is to express an opinion on these financial statements based on
our audit.

We conducted our audit in accordance with generally accepted auditing standards.
Those standards require that we plan and perform the audit to obtain reasonable
assurance about whether the financial statements are free of material
misstatement.  An audit includes examining, on a test basis, evidence supporting
the amounts and disclosures in the financial statements.  An audit also includes
assessing the accounting principles used and significant estimates made by
management, as well as evaluating the overall financial statement presentation.
We believe that our audit provides a reasonable basis for our opinion.

In our opinion, the financial statements referred to above present fairly, in
all material respects, the financial position of BAIGlobal, Inc. as of December
31, 1996, and the results of its operations and its cash flows for the year then
ended in conformity with generally accepted accounting principles.


                                             KPMG Peat Marwick LLP

June 23, 1997

                                    Page 2
<PAGE>
 
                                BAIGLOBAL, INC.

                                 Balance Sheet

                               December 31, 1996


                                Assets (note 3)
<TABLE>
<CAPTION>
<S>                                                                             <C>
Current assets:
  Cash                                                                          $  406,963
  Accounts receivable                                                            2,044,123
  Unbilled work-in-progress                                                        881,705
  Prepaid expenses                                                                 117,268
  Employee loans receivable                                                         50,771
                                                                                ----------
          Total current assets                                                  $3,500,830
                                                                                ----------
Fixed assets:
  Furniture and fixtures                                                           142,068
  Equipment                                                                        517,665
  Leasehold improvements                                                            89,195
                                                                                ----------
                                                                                   748,928
Less:  accumulated depreciation                                                   (378,515)
                                                                                ----------
          Total fixed assets                                                       370,413
                                                                                ----------
Other assets:
  Security deposits                                                                 26,299
  Miscellaneous receivables                                                         27,270
  Deferred taxes                                                                   192,622
                                                                                ----------
          Total other assets                                                       246,191
                                                                                ----------
          Total assets                                                          $4,117,434
                                                                                ==========

                      Liabilities and Stockholders' Equity

Current liabilities:
  Notes payable                                                                    200,000
  Current portion of capital leases payable                                         89,409
  Accounts payable                                                                 837,324
  Accrued expenses                                                               1,230,901
  Deferred income                                                                  926,337
                                                                                ----------
          Total current liabilities                                              3,283,971
                                                                                ----------
Long-term liabilities:
  Long-term portion of capital leases payable                                       63,741
                                                                                ----------
          Total liabilities                                                      3,347,712
                                                                                ----------
Commitments and contingencies
Stockholders' equity:
  Common stock, $.001 par value.  Authorized and issued 552,112 shares                 552
  Capital in excess of par                                                         470,814
  Less:  Treasury stock                                                           (215,835)
  Retained earnings                                                                514,191
                                                                                ----------
          Total stockholders' equity                                               769,722
                                                                                ----------
          Total liabilities and stockholders' equity                            $4,117,434
                                                                                ==========
</TABLE>
See accompanying notes to financial statements.

                                    Page 3
<PAGE>
 
                                BAIGLOBAL, INC.

                   Statement of Income and Retained Earnings

                          Year ended December 31, 1996

<TABLE>
<CAPTION>
 

<S>                                                        <C>
Income                                                     $ 11,665,395
Cost of operations                                            6,990,950
                                                           ------------
            Gross profit                                      4,674,445

Less:Selling expenses                                           578,015
     General and administrative expenses                      3,091,185
     Incentive compensation                                   1,140,457
     Occupancy expenses                                         227,388
                                                           ------------
            Operating loss                                     (362,600)

Other income                                                     28,335
Interest and dividend income                                      7,693
                                                           ------------
            Loss before income taxes                           (326,572)

Income tax benefit                                              150,054
                                                           ------------
            Net loss                                           (176,518)

Retained earnings at beginning of year                          700,709
Dividends declared                                              (10,000)
                                                           ------------

Retained earnings at end of year                           $    514,191
                                                           ============

</TABLE>
See accompanying notes to financial statements.

                                     Page 4
<PAGE>
 
                                BAIGLOBAL, INC.

                            Statement of Cash Flows

                         Year ended December 31, 1996

<TABLE>
<S>                                                                   <C>
Cash flows from operating activities:                               
    Net loss                                                          $(176,518)
    Adjustments to reconcile net loss to net cash provided by
      operating activities:                             
        Depreciation expense                                            116,884
        Non-cash compensation                                           418,744
        Change in operating assets and liabilities:                 
            Increase in prepaid expenses                                (15,027)
            Increase in accounts receivable                            (717,108)
            Increase in accrued expenses                                556,132
            Increase in accounts payable                                210,048
            Decrease in taxes payable                                    (6,687)
            Increase in other assets                                   (166,696)
            Decrease in earned income adjustment                       (113,529)
                                                                      ---------
                Net cash provided by operating activities               106,243
                                                                      ---------
Cash flows from investing activities:                               
    Capital expenditures                                               (169,962)
                                                                      ---------
                Net cash used in investing activities                  (169,962)
                                                                      ---------
Cash flows from financing activities:                               
    Payments on employee loan receivable                                 16,677
    Employee loan receivable additions                                  (13,281)
    Proceeds from exercise of stock options                                 622
    Capital lease payments                                              (41,636)
    Principal borrowings                                                200,000
                                                                      ---------
                Net cash provided by financing activities               162,382
                                                                      ---------
                Net increase in cash                                     98,663
                                                                    
Cash at beginning of year                                               308,300
                                                                      ---------
Cash at end of year                                                   $ 406,963
                                                                      ========= 
</TABLE>


See accompanying notes to financial statements.


                                     Page 5

<PAGE>
 
                                BAIGLOBAL, INC.

                         Notes to Financial Statements

                               December 31, 1996


(1)  Organization 

     BAIGlobal, Inc. (the "Company"), formed in 1969, is organized under the
     laws of the State of New York. The Company provides a variety of market
     research services including market/sizing/segmentation; diagnostic
     tracking; strategic problem solving and sophisticated qualitative research.
     The Company also specializes in new product development and provides study 
     reports to the financial services industry. The Company has created an
     international division which has full service market research capabilities.
     The multilingual staff has extensive research experience in Europe, Asia,
     Latin America, and the Middle East/Africa.


(2)  Summary of Significant Accounting Policies

     (a)  Revenue Recognition

          The Company recognizes contract revenue using the percentage of
          completion method. Each project or study is placed into a project
          tracking system on a budget basis. Each project is tracked to
          completion. This project costing system matches earned income with
          related costs on a consistent basis. Income and/or expenses are either
          accrued or deferred depending upon the percentage of completion of
          each study. The completed jobs are reviewed by management to account
          for differences between budget and actual results. The accrued income
          is shown as Unbilled Work-in-Progress and unearned income for projects
          billed but not earned is shown as Deferred Income.


     (b)  Fixed Assets

          Fixed assets are being depreciated in accordance with the Internal
          Revenue Service modified accelerated cost recovery system over the
          estimated useful lives of the related assets. While the modified
          accelerated cost recovery system is not in accordance with generally
          accepted accounting principles, the difference is not material.

          Expenditures for major renewals and betterments that extend the useful
          lives of property and equipment are capitalized. Expenditures for
          maintenance and repairs are charged to expense as incurred.


     (c)  Income Taxes

          Deferred tax assets and liabilities are recognized for the future tax
          consequences attributable to differences between the financial
          statement carrying amounts of existing assets and liabilities and
          their respective tax bases, and for operating loss and tax credit
          carryforwards. Deferred tax assets and liabilities are measured using
          enacted tax rates expected to apply to taxable income in the years in
          which those temporary differences are expected to be recovered or
          settled. The effect on deferred tax assets and liabilities of a change
          in tax rates is recognized in income in the period that includes the
          enactment date. Deferred tax assets are reduced by a valuation
          allowance when, in the opinion of management, it is more likely than
          not that some portion or all of the deferred tax assets will not be
          realized.


                                     Page 6

<PAGE>
 
                                BAIGLOBAL, INC.

                   Notes to Financial Statements, Continued


(2), Continued

     (d)  Use of Estimates

          The accompanying financial statements are prepared in accordance with
          U.S. generally accepted accounting principles (GAAP). In preparing
          financial statements in conformity with GAAP, management is required
          to make estimates and assumptions that affect the reported amounts of
          assets and liabilities and the disclosure of contingent assets and
          liabilities as of the date of the financial statements and revenue and
          expenses during the reporting period. Actual results could differ from
          those estimates.


     (e)  Fair Value at Financial Statements

          The carrying amount at cash, accounts receivable, employee loans
          receivable, accounts payable, accrued expenses and notes payable
          approximated fair value because of the relatively short maturity of
          these instruments.


(3)  Notes Payable

     The Company has a $500,000 line of credit of which $200,000 was owed on the
     line of credit as of December 31, 1996. Bank advances on the credit line
     are payable on demand and carry an interest rate of prime plus 1.0%. The
     credit line is secured by substantially all corporate assets.


(4)  Capital Leases Payable

     Capital leases payable at December 31, 1996 consist of the follows:

          Note payable to AT&T Credit Corp., payable in monthly installments of
          $988.76, including interest of 14.4%, collateralized by a telephone
          system. Final payment is due March 27, 1999.

          Note payable to Citibank, payable in monthly installments of $6,429.98
          including interest of 9.75%, collateralized by computer equipment.
          Final payment is due May 23, 1998.

          Note payable to Advanta, payable in monthly installments of $1,108.07
          including interest of 11.75%, collateralized by equipment. Final
          payment is due July 20, 1999.

     Maturities of capital leases payable at December 31, 1996 are as follows:

          Year ending December 31,                           Amount
          ------------------------                          --------
                    1997                                    $102,322
                    1998                                      57,761
                    1999                                      10,222
                                                            --------
                    Minimum lease payments                   170,305
                    Less amounts representing interest        17,155
                                                            --------
                    Present value of minimum lease
                      payments under capital leases         $153,150
                                                            ========


                                     Page 7

<PAGE>
 
                                BAIGLOBAL, INC.

                   Notes to Financial Statements, Continued


(5)  Stockholders' Equity

     On November 1, 1996, the number of shares of outstanding common stock was
     increased from 490,000 to 552,112 shares. Additionally, $418,744 of capital
     in excess of par was recognized in connection with the stock purchase and
     stock option agreement (see note 6).


(6)  Stock Purchase Agreement and Stock Option Agreement

     On November 1, 1996, the Company entered into a stock purchase agreement
     with two key employees. The agreement authorized the purchase of 41,408
     shares and 20,704 shares by such employees, respectively, on November 1,
     1996 with a purchase price of $.10 per share. As a result, $289,442 of non-
     cash compensation has been recorded for the year ended December 31, 1996
     for the differences between the purchase price and the fair market value of
     the Company's common stock.

     The stock purchase agreement also authorized grants of options to these two
     key employees to purchase up to 225,865 and 112,932 additional shares,
     respectively, at $.10 per share. These options are granted evenly over a
     three-year period and are conditioned on continuous employment and the
     attainment of certain net income objectives. As a result, $129,302 of non-
     cash compensation has been recorded as of December 31, 1996 relative to the
     performance based options that have partially achieved their performance
     objective.

     As of December 31, 1996, the Board of Directors declared a $10,000 dividend
     to the stockholders of record.


(7)  Defined Contribution Plan

     The Company sponsors a defined contribution profit sharing plan and a
     401(k) plan covering substantially all of its employees. Company
     contributions are determined as a percentage of each covered employee's
     salary and totaled $98,388 in 1996.


(8)  Buy-Sell Agreement

     The Company has entered into an agreement with its three principal
     stockholders that obligates the Company, upon the death of any of the
     stockholders, to purchase the deceased stockholder's stock in the Company.
     The purchase price is established by formula and is partially insured.


(9)  Incentive Compensation

     The Company has developed a system of calculating and awarding bonuses
     based upon actual results of certain profit centers. The incentive
     compensation is based upon various formulas and is variable in nature and
     is dependent on the net income generated by a given profit center less the
     related direct costs and allocated overhead.


                                     Page 8

<PAGE>
 
                                BAIGLOBAL, INC.

                    Notes to Financial Statements, Continued

(10)  Long-Term Commitments

      The Company has an operating lease agreement for office space located in
      Tarrytown, NY which expires March 1, 2004. The future minimum annual
      rental commitments are as follows:

<TABLE>
<CAPTION>
                 Year ending December 31,           Amount
                 ------------------------         ----------
                 <S>                              <C>
                          1997                    $  200,510
                          1998                       209,549
                          1999                       237,939
                          2000                       243,617
                          Thereafter                 811,112
                                                  ----------
                                                  $1,702,727
                                                  ==========
</TABLE>

      Rent expense for the year ended December 31, 1996 was $200,124.

(11)  Income Taxes

      The Company realized a current tax expense of $42,568 and a deferred tax
      benefit of $192,622 for the year ended December 31, 1996.

      The income tax benefit attributable to the loss before income taxes
      differs from the amount that would be computed by applying the Federal
      statutory rate due to state and local taxes and a temporary difference
      related to non-cash compensation.

(12)  Concentration of Credit Risk

      The Company maintains its cash balances in one financial institution
      located in Westchester County, New York. The balances are insured by the
      Federal Deposit Insurance Corporation up to $100,000. As of December 31,
      1996, the Company's cash balances uninsured by FDIC totaled $299,750.

      Concentration of credit with respect to trade receivables exists because
      the following clients account for greater than 10% of outstanding trade
      receivables at December 31, 1996:

<TABLE>
<CAPTION>
                 <S>                      <C>              <C>
                 Client 1:                $  660,017       32%
                 Client 2:                   227,300       11
                 Client 3:                   215,153       11
                                          ----------       --
                                          $1,102,470       54%
                                          ==========       ==
</TABLE>

      In addition, concentrations in the area of large sales volume to a limited
      number of clients exist. The five largest clients, in terms of volume,
      account for approximately 50% of gross billings. The clients so referenced
      above are Fortune 500 Companies.

                                     Page 9
<PAGE>
 
                                BAIGLOBAL, INC.

                    Notes to Financial Statements, Continued

(13)  Supplemental Cash Flow Information

      Cash expended for interest and income taxes for the year ended December
      31, 1996 was $23,753 and $74,704, respectively.

      During the year ended December 31, 1996, the Company had non-cash
      financing activities related to the recognition of compensation expense of
      $418,744 relative to stock options granted to two key employees and the
      declaration of dividends of $10,000.

(14)  Subsequent Event

      The Company has commenced negotiations with Market Facts Inc. regarding
      the potential sale of the Company for approximately $6,000,000, including
      the assumption of debt. Additionally, contingent consideration of up to
      $5,000,000 may be payable upon the attainment of certain operational
      objectives through December 31, 1999.

                                    Page 10
<PAGE>
 
                                BAIGLOBAL, INC.

                                 Balance Sheets

<TABLE>
<CAPTION>
                                                       June 30,     December 31,
                        Assets                           1997           1996
                                                      -----------   ------------
<S>                                                   <C>           <C>
                                                      (Unaudited)
Current assets:
  Cash                                                $  145,449     $  406,963
  Accounts receivable                                  2,231,007      2,044,123
  Unbilled work-in-progress                              683,441        881,705
  Prepaid expenses                                       138,041        117,268
  Employee loans receivable                                6,137         50,771
                                                      ----------     ----------
      Total current assets                             3,204,075      3,500,830
                                                      ----------     ----------
Fixed assets:
  Furniture and fixtures                                 140,370        142,068
  Equipment                                              556,560        517,665
  Leasehold improvements                                  89,195         89,195
                                                      ----------     ----------
                                                         786,125        748,928
Less: accumulated depreciation                          (435,329)      (378,515)
                                                      ----------     ----------
      Total fixed assets                                 350,796        370,413
                                                      ----------     ----------
Other assets:
  Security deposits                                       25,878         26,299
  Miscellaneous receivables                               14,332         27,270
  Deferred taxes                                         598,434        192,622
  Other                                                   22,635            --
                                                      ----------     ----------
      Total other assets                                 661,279        246,191
                                                      ----------     ----------
      Total assets                                    $4,216,150     $4,117,434
                                                      ==========     ==========

          Liabilities and Stockholders' Equity

Current liabilities:
  Notes payable                                              --         200,000
  Current portion of capital leases payable               87,893         89,409
  Accounts payable                                     1,095,758        837,324
  Accrued expenses                                     1,046,042      1,230,901
  Deferred income                                        789,176        926,337
                                                      ----------     ----------
      Total current liabilities                        3,018,869      3,283,971
                                                      ----------     ----------
Long-term liabilities:
  Long-term portion of capital leases payable             21,747         63,741
                                                      ----------     ----------
      Total liabilities                                3,040,616      3,347,712
                                                      ----------     ----------
Stockholders' equity:
  Common stock, $.001 par value. Authorized and
   issued 552,112 shares                                     552            552
  Capital in excess of par                             1,353,013        470,814
  Less:  Treasury stock                                 (215,835)      (215,835)
  Retained earnings                                       37,804        514,191
                                                      ----------     ----------
      Total stockholders' equity                       1,175,534        769,722
                                                      ----------     ----------
      Total liabilities and stockholders' equity      $4,216,150     $4,117,434
                                                      ==========     ==========
</TABLE>

See accompanying note to financial statements.

                                    Page 11
<PAGE>
 
                                BAIGLOBAL, INC.

                   Statements of Income and Retained Earnings

<TABLE>
<CAPTION>
                                                          Six Months Ended June 30,
                                                             1997           1996
                                                          ----------     ----------
                                                                (Unaudited)
<S>                                                       <C>            <C>
Income                                                    $6,196,225     $5,681,961
Cost of operations                                         3,676,577      3,468,133
                                                          ----------     ----------
               Gross profit                                2,519,648      2,213,828

Less:  Selling expenses                                      347,093        270,711
       General and administrative expenses                 2,485,990      1,432,127
       Incentive compensation                                446,354        689,384
       Occupancy expenses                                    119,813        113,977
                                                          ----------     ----------
               Operating loss                               (879,602)      (292,371)

Other income                                                   4,000         25,000
Interest and dividend income                                   6,823          4,163
                                                          ----------     ----------
               Loss before income taxes                     (868,779)      (263,208)

Income tax benefit                                           392,392              -
                                                          ----------     ----------
               Net loss                                     (476,387)      (263,208)

Retained earnings at beginning of period                     514,191        700,711
                                                          ----------     ----------

Retained earnings at end of period                        $   37,804        437,503
                                                          ==========     ==========
</TABLE>

See accompanying note to financial statements.

                                    Page 12
<PAGE>
 
                                BAIGLOBAL, INC.

                           Statements of Cash Flows

<TABLE>
<CAPTION>
                                                                     Six Months Ended June 30,
                                                                       1997            1996
                                                                    ----------      ----------
                                                                           (Unaudited)
<S>                                                                 <C>             <C>
Cash flows from operating activities:
  Net loss                                                          $(476,387)      $(263,208)
  Adjustments to reconcile net loss to net cash
    used in operating activities:
      Depreciation expense                                             60,736          53,869
      Non-cash compensation                                           882,199            -
      Change in operating assets and liabilities:
        Increase  in prepaid expenses                                 (20,773)        (64,993)
        Increase in accounts receivable                              (186,884)       (233,965)
        Increase (decrease)  in accrued expenses                     (174,859)        600,734
        Increase  in accounts payable                                 258,434         313,809
        Decrease  in taxes payable                                       -             (6,687)
        (Increase) decrease  in other assets                         (415,088)         12,050
        Increase (decrease)  in earned income adjustment               61,103        (578,767)
                                                                    ---------       ---------

           Net cash used in operating activities                      (11,519)       (167,158)
                                                                    ---------       ---------

Cash flows used in investing activities -
  Capital expenditures                                                (41,119)       (109,807)
                                                                    ---------       ---------

Cash flows from financing activities:
  Payments on employee loan receivable                                 45,634           4,167
  Employee loan receivable additions                                   (1,000)         (2,140)
  Capital lease payments                                              (43,510)        (34,635)
  Proceeds from short-term borrowings                                    -            150,000
  Repayment of short-term borrowings                                 (200,000)           -
  Dividends paid                                                      (10,000)           -
                                                                    ---------       ---------

           Net cash provided by (used in) financing activities       (208,876)        117,392
                                                                    ---------       ---------

           Net decrease in cash                                      (261,514)       (159,573)

Cash at beginning of period                                           406,963         308,300
                                                                    ---------       ---------

Cash at end of period                                               $ 145,449       $ 148,727
                                                                    =========       =========
</TABLE>

See accompanying note to financial statements.

                                    Page 13
<PAGE>
 
                                BAIGLOBAL, INC.

                    Note to Financial Statements (Unaudited)



(1)  Basis of Presentation

     The accompanying unaudited interim financial statements of BAIGlobal, Inc.
     reflect all adjustments which, in the opinion of management, are necessary
     for a fair presentation of the results of the interim periods presented.
     All such adjustments are of a normal recurring nature.

     These financial statements should be read in conjunction with BAIGlobal,
     Inc.'s audited financial statements and notes thereto for the year ended
     December 31, 1996 included elsewhere herein.

                                    Page 14
<PAGE>
 
(b)  Pro forma financial information.


                      Market Facts, Inc. and Subsidiaries
             Pro Forma Condensed Consolidated Financial Statements


The following pro forma condensed consolidated balance sheet presents the pro
forma financial position of Market Facts, Inc. and BAIGlobal, Inc. as of June
30, 1997, assuming the acquisition and additional borrowings under the existing
line of credit had been consummated as of June 30, 1997.

The following pro forma condensed consolidated statements of earnings for the
year ended December 31, 1996 and the six months ended June 30, 1997 present the
pro forma results of operations of Market Facts, Inc. and BAIGlobal, Inc.
assuming the acquisition and additional borrowings under the existing line of
credit had been consummated as of January 1, 1996.

These pro forma condensed consolidated financial statements should be read in
conjunction with the Company's consolidated financial statements and notes
thereto previously filed on Form 10-K and BAIGlobal, Inc.'s financial statements
and notes thereto included elsewhere in this Form 8-K.  The pro forma condensed
consolidated balance sheet and pro forma condensed consolidated statements of
earnings do not necessarily reflect actual results which may have occurred if
the acquisition had taken place at the beginning of the periods presented, nor
are they indicative of the results of future combined operations.

                                    Page 15
<PAGE>

                      Market Facts, Inc. and Subsidiaries

                Pro Forma Condensed Consolidated Balance Sheet

                              As of June 30, 1997

<TABLE>
<CAPTION>
                                                       Market Facts    BAIGlobal,
                                                           Inc.           Inc.
                                                        Historical     Historical      Pro Forma       Pro Forma
                                                        Statements     Statements     Adjustments       Results
                                                       ------------    ----------    -------------    -----------
<S>                                                    <C>             <C>           <C>              <C>      
Current Assets:
    Cash and cash equivalents                          $    484,508       145,449      (629,957)(e)           ---
    Certificates of deposit                                  50,000           ---           ---            50,000
    Accounts receivable: 
        Trade, less allowance for doubtful accounts      15,069,145     2,231,007      (485,094)(a)    16,815,058
        Other                                               156,935         6,137           ---           163,072
    Notes receivable                                        184,575           ---           ---           184,575
    Revenue earned on contracts in progress in
      excess of billings                                  4,449,587       683,441      (124,081)(a)     5,008,947
    Deferred income taxes                                   979,052           ---           ---           979,052
    Prepaid expenses and other assets                       392,003       138,041           ---           530,044
- ------------------------------------------------------------------------------------------------------------------
            Total Current Assets                       $ 21,765,805     3,204,075    (1,239,132)       23,730,748
- ------------------------------------------------------------------------------------------------------------------

Property, at cost                                        29,376,588       786,125           ---        30,162,713
    Less accumulated depreciation and amortization      (12,270,879)     (435,329)          ---       (12,706,208)
- ------------------------------------------------------------------------------------------------------------------
            Net Property                               $ 17,105,709       350,796           ---        17,456,505
- ------------------------------------------------------------------------------------------------------------------

Other Assets:
    Goodwill                                                494,841           ---     3,886,560 (b)     4,381,401
    Deferred income taxes                                       ---       598,434       927,906 (b)     1,526,340
    Other noncurrent assets                                 210,000        62,845        50,000 (c)       322,845
- ------------------------------------------------------------------------------------------------------------------
            Total Other Assets                         $    704,841       661,279     4,864,466         6,230,586
- ------------------------------------------------------------------------------------------------------------------

            Total Assets                               $ 39,576,355     4,216,150     3,625,334        47,417,839
==================================================================================================================
</TABLE>

See accompanying notes to pro forma condensed consolidated financial statements.


                                    Page 16

<PAGE>


                      Market Facts, Inc. and Subsidiaries
                Pro Forma Condensed Consolidated Balance Sheet
                              As of June 30, 1997

<TABLE>
<CAPTION>
                                                              Market Facts,    BAIGlobal,
                                                                  Inc.            Inc.
                                                               Historical      Historical      Pro Forma         Pro Forma
                                                               Statements      Statements     Adjustments         Results
                                                              ------------     ----------    -------------      ----------
<S>                                                          <C>               <C>           <C>               <C> 
Current Liabilities:                                                                                        
 Cash overdraft                                              $     ---            ---         2,260,043 (e)      2,260,043
 Accrued expenses                                               6,943,743      1,046,042       (290,976)(a)      7,848,809
                                                                                                150,000 (d) 
 Billings in excess of revenues earned                                                                      
  on contracts in progress                                      5,668,411        789,176         (1,510)(a)      6,456,077
 Accounts payable                                               2,463,759      1,095,758       (485,094)(a)      3,074,423
 Short-term borrowings                                            830,338         ---         3,000,000 (e)      3,830,338
 Current portion of obligations under capital leases              190,269         87,893         ---               278,162
 Income taxes                                                     140,291         ---            ---               140,291
 Current portion of long-term debt                                123,972         ---            ---               123,972
- --------------------------------------------------------------------------------------------------------------------------
             Total Current Liabilities                       $ 16,360,783      3,018,869      4,632,463         24,012,115
- --------------------------------------------------------------------------------------------------------------------------
                                                                                                            
Long-Term Liabilities:                                                                                      
 Long-term debt                                                10,235,167         ---            ---            10,235,167
 Obligations under capital leases, noncurrent portion             381,079         21,747         ---               402,826
 Deferred income taxes                                             63,773         ---            ---                63,773
- --------------------------------------------------------------------------------------------------------------------------
             Total Long-Term Liabilities                     $ 10,680,019         21,747         ---            10,701,766
- --------------------------------------------------------------------------------------------------------------------------
             Total Liabilities                               $ 27,040,802      3,040,616      4,632,463         34,713,881
- --------------------------------------------------------------------------------------------------------------------------
                                                                                                            
Stockholders' Equity:                                                                                       
 Preferred stock                                                   ---            ---                       
 Common stock                                                   8,966,258            552           (552)(f)      8,966,258
 Capital in excess of par value                                 9,497,671      1,353,013     (1,353,013)(f)      9,497,671
 Cumulative foreign currency translation                          (85,740)        ---            ---               (85,740)
 Retained earnings                                              8,765,255         37,804        130,601 (f)      8,933,660
- --------------------------------------------------------------------------------------------------------------------------
                                                             $ 27,143,444      1,391,369     (1,222,964)        27,311,849
- --------------------------------------------------------------------------------------------------------------------------
 Less treasury common stock                                   (13,891,966)      (215,835)       215,835 (f)    (13,891,966
 Less other transactions involving common stock                  (715,925)        ---            ---              (715,925)
- --------------------------------------------------------------------------------------------------------------------------
             Total Stockholders' Equity                      $ 12,535,553      1,175,534     (1,007,129)        12,703,958
- --------------------------------------------------------------------------------------------------------------------------
             Total Liabilities and Stockholders' Equity      $ 39,576,355      4,216,150      3,625,334         47,417,839
==========================================================================================================================
</TABLE> 

See accompanying notes to pro forma condensed consolidated financial statements.

                                    Page 17
<PAGE>
                      Market Facts, Inc. and Subsidiaries
            Pro Forma Condensed Consolidated Statement of Earnings
                     For the Year Ended December 31, 1996

<TABLE>
<CAPTION>


                                                            Market Facts,  BAIGlobal,
                                                               Inc.           Inc.
                                                            Historical     Historical       Pro Forma        Pro Forma
                                                            Statements     Statements      Adjustments        Results
                                                            -----------    -----------    --------------     ----------
<S>                                                         <C>            <C>            <C>                <C>
Revenue                                                     $83,795,562    11,665,395     (1,244,585) (g)    94,216,372
- -----------------------------------------------------------------------------------------------------------------------
Direct Costs:
  Payroll                                                    16,167,308     1,948,745            ---         18,116,053
  Other expenses                                             32,015,577     5,042,205       (988,906) (g)    36,068,876
- -----------------------------------------------------------------------------------------------------------------------
          Total                                             $48,182,885     6,990,950       (988,906)        54,184,929
- -----------------------------------------------------------------------------------------------------------------------
          Gross Margin                                      $35,612,677     4,674,445       (255,679)        40,031,443
- -----------------------------------------------------------------------------------------------------------------------
Operating Expenses:
  Selling                                                     2,600,727       578,015       (335,500) (g)     2,843,242
  General and administrative                                 23,562,810     4,337,018       (141,400) (h)    27,923,890
                                                                                             155,462  (j)
                                                                                              10,000  (k)
  Contributions to profit-sharing trust and employee
    stock ownership plans                                     1,051,192        98,388            ---          1,149,580
- -----------------------------------------------------------------------------------------------------------------------
          Total                                             $27,214,729     5,013,421       (311,438)        31,916,712
- -----------------------------------------------------------------------------------------------------------------------
          Income from operations                            $ 8,397,948      (338,976)        55,759          8,114,731
- -----------------------------------------------------------------------------------------------------------------------
Other Income (Expense):
  Interest expense                                           (1,214,445)      (23,624)      (255,000) (l)    (1,439,069)
  Interest income                                               126,008         7,693            ---            133,701
  Other income, net                                              75,145        28,335            ---            103,480
- -----------------------------------------------------------------------------------------------------------------------
          Total                                             $(1,013,292)       12,404       (255,000)        (1,255,888)
- -----------------------------------------------------------------------------------------------------------------------
Income Before Provision For Income Taxes                    $ 7,384,656      (326,572)      (199,241)         6,858,843
Provision For Income Taxes                                    3,107,000      (150,054)       (20,138) (m)     2,936,808
- -----------------------------------------------------------------------------------------------------------------------
Net Income                                                  $ 4,277,656      (176,518)      (179,103)         3,922,035
- -----------------------------------------------------------------------------------------------------------------------

Pro Forma Adjustments to Compensation Expense:
  Contractual reductions to be made in officers' salaries                                                   $   852,180  (n)
  Noncash stock-related compensation                                                                            418,744  (o)
  Related income taxes                                                                                         (584,625) (p)
- -----------------------------------------------------------------------------------------------------------------------
                                                                                                                686,299
- -----------------------------------------------------------------------------------------------------------------------
Pro Forma Net Income After Adjustments
  to Compensation Expense                                                                                   $ 4,608,334
=======================================================================================================================

Earnings Per Share                                          $      0.57                                            0.52
=======================================================================================================================

Pro Forma Earnings Per Share After Adjustments
  to Compensation Expense                                                                                   $      0.61
=======================================================================================================================

Common and Common Equivalent Shares                           7,510,822                                       7,510,822
=======================================================================================================================
</TABLE>

See accompanying notes to pro forma condensed consolidated financial statements.

                                    Page 18
<PAGE>

                      Market Facts, Inc. and Subsidiaries
            Pro Forma Condensed Consolidated Statement of Earnings
                    For the Six Months Ended June 30, 1997

<TABLE>
<CAPTION>
                                                          Market Facts,     BAIGlobal,
                                                              Inc.            Inc.
                                                           Historical       Historical     Pro Forma        Pro Forma
                                                           Statements       Statements     Adjustments       Results
                                                           -----------      ----------     ----------       ----------
<S>                                                       <C>               <C>            <C>              <C>
Revenue                                                   $46,834,647       6,196,225      (624,731)(g)     52,406,141
- ----------------------------------------------------------------------------------------------------------------------
Direct Costs:
  Payroll                                                   8,620,032         977,164         ---            9,597,196
  Other expenses                                           17,316,313       2,699,413      (472,308)(g)     19,543,418
- ----------------------------------------------------------------------------------------------------------------------
      Total                                               $25,936,345       3,676,577      (152,423)        29,140,614
- ----------------------------------------------------------------------------------------------------------------------
      Gross Margin                                        $20,898,302       2,519,648      (152,423)        23,265,527
- ----------------------------------------------------------------------------------------------------------------------
Operating Expenses:
  Selling                                                   1,584,631         347,093      (180,563)(g)      1,751,161
  General and administrative                               14,737,838       3,033,135      (262,779)(h)     17,367,979
                                                                                           (222,946)(i)
                                                                                             77,731 (j)
                                                                                              5,000 (k)
  Contributions to profit-sharing trust and employee
    stock ownership plans                                     765,469           9,074           ---            774,543
- ----------------------------------------------------------------------------------------------------------------------
      Total                                               $17,087,938       3,389,302      (583,557)        19,893,683
- ----------------------------------------------------------------------------------------------------------------------
      Income from operations                              $ 3,810,364        (869,654)      431,134          3,371,844
- ----------------------------------------------------------------------------------------------------------------------
Other Income (Expense):
  Interest expense                                           (542,861)         (9,948)     (127,500)(l)       (680,309)
  Interest income                                              32,245           6,823           ---             39,068
  Other income, net                                            46,911           4,000           ---             50,911
- ----------------------------------------------------------------------------------------------------------------------
      Total                                               $  (463,705)            875      (127,500)          (590,330)
- ----------------------------------------------------------------------------------------------------------------------
Income Before Provision For Income Taxes                  $ 3,346,659        (868,779)      303,634          2,781,514
Provision For Income Taxes                                  1,431,466        (392,392)      175,428 (m)      1,214,502
- ----------------------------------------------------------------------------------------------------------------------
Net Income                                                $ 1,915,193        (476,387)      128,206          1,567,012
- ----------------------------------------------------------------------------------------------------------------------

Pro Forma Adjustments to Compensation Expense:
  Contractual reductions to be made in officers' salaries                                                   $  237,195 (n)
  Noncash stock-related compensation                                                                           882,199 (o)
  Related income taxes                                                                                        (514,921)(p)
- ----------------------------------------------------------------------------------------------------------------------
                                                                                                               604,473
- ----------------------------------------------------------------------------------------------------------------------
Pro Forma Net Income After Adjustments
  to Compensation Expense                                                                                   $2,171,485
======================================================================================================================

Earnings Per Share                                         $     0.27                                             0.22
======================================================================================================================

Pro Forma Earnings Per Share After Adjustments
  to Compensation Expense                                                                                   $     0.30
======================================================================================================================

Common and Common Equivalent Shares                         7,138,188                                        7,138,188
======================================================================================================================
</TABLE>
See accompanying notes to pro forma condensed consolidated financial statements.

                                    Page 19
<PAGE>
 
Notes to Pro Forma Condensed Consolidated Financial Statements
- --------------------------------------------------------------

Note 1
- ------

In July 1997, BAIGlobal entered into a recapitalization agreement with its
shareholders pursuant to which two shareholders exchanged shares and options to
purchase shares of Class A common stock for shares and options to purchase
shares of Class B common stock.  Under the agreement, all outstanding options
became fully vested.  The shareholders sold a portion of their options to
BAIGlobal for notes payable totaling $2,250,000 and the remaining options were
exercised.  As a result of these transactions, BAIGlobal recorded noncash
compensation expense of $1,792,039 that is not reflected in the pro forma
condensed consolidated statement of earnings for the six months ended June 30,
1997.  In addition, deferred income taxes of $927,906 were recorded in July 1997
based on these transactions.  The additional deferred income taxes have been
reflected as an adjustment to the pro forma condensed consolidated balance sheet
as of June 30, 1997.


Note 2
- ------

On July 31, 1997, the Company completed the acquisition of all the outstanding
stock of BAIGlobal, Inc., an international market research and information
company, for $3,590,000 payable at closing and up to $5,000,000 of contingent
payments in the form of cash and stock based on BAIGlobal achieving a certain
earnings target for the period July 31, 1997 through December 31, 1999.  An
additional $50,000 was paid at closing relating to noncompete agreements.
Immediately after the closing of the transaction, the Company advanced
$2,250,000 to BAIGlobal for the purpose of repaying notes payable to selling
shareholders. The acquisition was accounted for under the purchase method of
accounting.

The preliminary allocation of the purchase price represents an estimate of the
fair values of the assets acquired and liabilities assumed including estimated
professional fees and other acquisition expenses expected to be incurred.  The
excess of the purchase price over the estimated fair values of the assets
acquired and liabilities assumed has been recorded as goodwill.  These
preliminary allocations of purchase price are subject to further adjustments,
however, the Company does not expect the estimated values to change materially
upon finalization of the allocation of the purchase price.

The pro forma adjustments reflect the following:

(a) Represents the elimination of all intercompany billed and unbilled
    receivable and payable balances outstanding as of June 30, 1997.  The
    Company has provided market research services to BAIGlobal for the past
    seven years.

(b) Represents the excess of the purchase price over the estimated fair value of
    the net assets acquired and an increase in deferred income taxes as
    described in Note 1.

(c) Represents the amounts paid for noncompete agreements.

(d) Represents an accrual for estimated professional fees and other acquisition
    expenses expected to be incurred.

(e) Represents the amount financed through the Company's existing line of credit
    and cash. It should be noted that due to significant accounts receivable 
    collections during July the Company's cash balance was sufficient at 
    July 31, 1997 to avoid a cash overdraft position.

(f) Represents the elimination of the stockholders' equity balances of
    BAIGlobal.

(g) Represents the elimination of intercompany purchases, sales and commissions.
    See adjustment (a) above.
       
                                    Page 20
<PAGE>
 
(h) Represents the elimination of BAIGlobal expenses related to consulting and
    noncompete agreements with a former shareholder that were terminated at the
    date of the acquisition.

(i) Represents the elimination of professional fees incurred by BAIGlobal
    directly related to the acquisition.

(j) Represents the amortization of goodwill on a straight-line basis over 25
    years.

(k) Represents the amortization of the noncompete agreements on a straight-line
    basis over 5 years.

(l) Represents interest expense at 8.5% on the $3,000,000 borrowed to fund the
    acquisition.

(m) Represents the tax effect of the pro forma adjustments using a statutory
    rate of 46%.

(n) The Company entered into employment agreements with three of BAIGlobal's
    officers effective on the date of the acquisition.  The agreements reduce
    the salaries and bonuses previously paid to these officers.  This adjustment
    represents those contractual salary and bonus reductions.

(o) The Company has made it a practice of not issuing stock or granting stock
    options at amounts below fair market value.  This adjustment represents the
    elimination of noncash compensation expense recorded by BAIGlobal associated
    with the sale of stock and grant of options to key employees at amounts
    below fair market value.

(p) Represents the tax effect of pro forma adjustments (n) and (o) using a
    statutory rate of 46%.


Note 3
- ------

The purchase price includes up to $5,000,000 of contingent payments in the form
of cash and stock based on BAIGlobal achieving a certain earnings target for the
period July 31, 1997 through December 31, 1999.  Twenty percent of the
contingent payment total is subject to the continuous employment of the selling
shareholders through December 31, 1999, with certain specified exceptions.  When
the Company has determined that the payment of the compensation is probable, up
to $1,000,000 of expense will be recorded through December 31, 1999 in a
systematic and rational fashion.  An additional $4,000,000 will be recorded as
goodwill at the time the Company has determined beyond a reasonable doubt that
such contingent consideration will be paid.  The annual effect of the additional
$4,000,000 of goodwill over a 25 year period is a decrease in net income of
$160,000.



(c)  Exhibits.

See Index to Exhibits immediately following the signature page.

                                    Page 21
<PAGE>
 
                                   SIGNATURES



Pursuant to the requirements of the Securities Exchange Act of 1934, the
registrant has duly caused this report to be signed on its behalf by the
undersigned hereunto duly authorized.



                                          Market Facts, Inc.
                                          ------------------
                                             (Registrant)



Date:   August 14, 1997                /s/ Timothy J. Sullivan
        ---------------                -----------------------
                                         Timothy J. Sullivan
                                   Senior Vice President, Treasurer
                                       and Assistant Secretary
                                    (Principal Financial Officer)

Date:   August 14, 1997                 /s/ Anthony J. Solarz
        ---------------                 ---------------------
                                          Anthony J. Solarz
                                              Controller
                                    (Principal Accounting Officer)


                                    Page 22
<PAGE>
 
                               INDEX TO EXHIBITS

Exhibit Number  Description
- --------------  -----------
 
    (2)         Stock Purchase Agreement by and among Market Facts, Inc.,
                Kathleen Knight, Robert Skolnick, Gunilla Broadbent and
                BAIGlobal, Inc. dated as of July 31 1997.

    (3)(a)      Restated Certificate of Incorporation (3), as amended. (1)

    (3)(b)      By-laws as Amended and Currently in Effect. (2)

    (4)(a)      Article Fourth of Restated Certificate of Incorporation
                is included in Exhibit (3)(a) above. (3)

    (4)(b)      Rights Agreement as Amended and Currently in Effect. (4)

    (4)(c)      Certificate of Designation, Preferences and Rights of
                Series B Preferred Stock. (5)

    (10.1)      Employment Agreement with Kathleen Knight.

    (10.2)      Employment Agreement with Robert Skolnick.

    (10.3)      Employment Agreement with Gunilla Broadbent.

    (23)        Consent of KPMG Peat Marwick LLP.
__________________

(1)  Incorporated by reference to Registrant's Quarterly Report on Form 10-Q for
     the quarterly period ended June 30, 1997.

(2)  Incorporated by reference to Registrant's Quarterly Report on Form 10-Q for
     the quarterly period ended June 30, 1996.

(3)  Incorporated by reference to Registrant's Quarterly Report on Form 10-Q for
     the quarterly period ended March 31, 1996.
 
(4)  Incorporated by reference to Registrant's Form 8-A dated July 3, 1996,
     commission file number 0-04781.

(5)  Incorporated by reference to Exhibit No. 99(c)(4) of Registrant's Schedule
     13E-4 dated June 11, 1996, commission file number 5-20859.


                                    Page 23

<PAGE>
 
                                                                       Exhibit 2

================================================================================



                            STOCK PURCHASE AGREEMENT


                                  by and among



                              MARKET FACTS, INC.,


                                KATHLEEN KNIGHT,


                              ROBERT SKOLNICK  and


                               GUNILLA BROADBENT,


                                      and


                                BAIGLOBAL, INC.



                           Dated as of July 31, 1997



================================================================================
<PAGE>
 
                                     INDEX

<TABLE>
<CAPTION>
Section                                                                     Page
- -------                                                                     ----
<S>                                                                         <C>
 
1.   Definitions.............................................................  1
 
2.   Purchase and Sale of the Shares.........................................  1
     (a)  Purchase of Shares.................................................  1
     (b)  Purchase Price; Payments...........................................  2
     (c)  Determination of Closing Net Worth.................................  2
     (d)  Purchase Price Adjustment..........................................  3
     (e)  Additional Purchase Price..........................................  3
     (f)  The Closing........................................................  6
     (g)  Deliveries at the Closing..........................................  6
 
3.   Representations and Warranties Concerning the Transaction...............  7
     (a)  Representations and Warranties of the Sellers......................  7
     (b)  Representations and Warranties of the Buyer........................  8
 
4.   Representations and Warranties Concerning the Company...................  9
     (a)  Organization, Qualification, and Corporate Power...................  9
     (b)  Capitalization..................................................... 10
     (c)  Noncontravention................................................... 10
     (d)  Brokers' Fees...................................................... 10
     (e)  Title to Assets.................................................... 11
     (f)  No Investments..................................................... 11
     (g)  Financial Statements............................................... 11
     (h)  Events Subsequent.................................................. 11
     (i)  Undisclosed Liabilities............................................ 12
     (j)  Legal Compliance................................................... 12
     (k)  Tax Matters........................................................ 12
     (l)  Real Property...................................................... 13
     (m)  Intellectual Property.............................................. 14
     (n)  Contracts.......................................................... 14
     (o)  Accounts Receivable................................................ 15
     (p)  Work in Process.................................................... 15
     (q)  Powers of Attorney................................................. 15
     (r)  Litigation......................................................... 15
     (s)  Employee Benefits.................................................. 16
     (t)  Certain Business Relationships..................................... 17
     (u)  Environmental, Health and Safety Laws.............................. 17
     (v)  Bank Accounts, Guarantees.......................................... 17
     (w)  Insurance.......................................................... 18
     (x)  Employment, Labor and Other Relations.............................. 18
     (y)  Approvals.......................................................... 19
     (z)  Principal Customers and Suppliers.................................. 19
     (aa) Disclosure......................................................... 19
 
5.   Pre-Closing Covenants................................................... 19
     (a)  General............................................................ 19
     (b)  Notices and Consents............................................... 20
     (c)  Operation of Business.............................................. 20
</TABLE>

                                      -i-
<PAGE>
 
<TABLE>
<S>                                                                         <C>
     (d)  Preservation of Business........................................... 20
     (e)  Full Access........................................................ 20
     (f)  Notice of Developments............................................. 20
     (g)  Exclusivity........................................................ 21
     (h)  Repayment of Indebtedness.......................................... 21
     (i)  Employment Agreements.............................................. 21
 
6.   Post-Closing Covenants.................................................. 21
     (a)  General............................................................ 21
     (b)  Litigation Support................................................. 21
     (c)  Transition......................................................... 22
     (d)  Access to books and records........................................ 22
 
7.   Conditions to Obligation to Close....................................... 22
     (a)  Conditions to Obligation of the Buyer.............................. 22
     (b)  Conditions to Obligation of the Sellers............................ 23
 
8.   Remedies for Breaches of This Agreement................................. 23
     (a)  Survival of Representations and Warranties......................... 23
     (b)  Indemnification by the Sellers..................................... 24
     (c)  Indemnification by the Buyer....................................... 24
     (d)  Certain Limitations................................................ 25
     (e)  Matters Involving Third Parties.................................... 25
     (f)  Treatment of Indemnification Payments.............................. 26
     (g)  Setoff............................................................. 26
 
9.   Termination............................................................. 26
     (a)  Termination of Agreement........................................... 26
     (b)  Effect of Termination.............................................. 27
 
10.  Other Agreements........................................................ 27
     (a)  Noncompete; Nonsolicitation; Confidentiality....................... 27
     (b)  Releases........................................................... 28
     (c)  Collection of Accounts Receivable/WIP.............................. 29
     (d)  Projections........................................................ 29
 
11.  Miscellaneous........................................................... 29
     (a)  Press Releases and Public Announcements............................ 29
     (b)  No Third-Party Beneficiaries....................................... 29
     (c)  Entire Agreement................................................... 29
     (d)  Succession and Assignment.......................................... 30
     (e)  Counterparts....................................................... 30
     (f)  Headings........................................................... 30
     (g)  Notices............................................................ 30
     (h)  Governing Law...................................................... 31
     (i)  Amendments and Waivers............................................. 31
     (j)  Severability....................................................... 31
     (k)  Expenses........................................................... 31
     (l)  Construction....................................................... 31
     (m)  Incorporation of Exhibits.......................................... 32
 
APPENDIX OF DEFINITIONS...................................................... 33
</TABLE>

                                      -ii-
<PAGE>
 
                                    EXHIBITS
                                    --------


Exhibit A             Allocation of Purchase Price and Additional Purchase Price

Exhibit B             Quarterly EBIT Projections

Exhibit C             List of Employees

Exhibit D             Form of Opinion of Counsel to the Sellers and the Company

Exhibit E             Form of Employment Agreements

Exhibit F             Form of Opinion of Counsel to the Buyer


                              DISCLOSURE SCHEDULES
                              --------------------

Section 3(a)(iv)      Share Ownership
Section 4(a)(i)       Qualification/Directors
Section 4(c)          Noncontravention
Section 4(e)          Title to Assets
Section 4(g)          Financial Statements
Section 4(h)          Events Subsequent
Section 4(i)          Undisclosed Liabilities
Section 4(j)          Legal Compliance
Section 4(k)          Tax Matters
Section 4(l)          Real Property
Section 4(m)          Intellectual Property
Section 4(n)          Contracts
Section 4(r)          Litigation
Section 4(s)          Employee Benefits
Section 4(t)          Certain Business Relationships
Section 4(u)          Environmental
Section 4(v)          Bank Accounts/Guarantees
Section 4(w)          Insurance
Section 4(x)          Employment, Labor and Other Relations
Section 4(y)          Approvals
Section 4(z)          Principal Customers and Suppliers

                                     -iii-
<PAGE>
 
                            STOCK PURCHASE AGREEMENT


     This STOCK PURCHASE AGREEMENT (the "Agreement") is made and entered into as
of July 31, 1997, by and among Market Facts, Inc., a Delaware corporation with
its office and principal place of business located at 3040 West Salt Creek Lane,
Arlington Heights, Illinois 60005 (the "Buyer"); Kathleen Knight, residing at 8
Sarven Court, Tarrytown, New York 10591 ("Knight"), Robert Skolnick, residing at
124 East 84th Street, New York, New York 10028 ("Skolnick") and Gunilla
Broadbent, residing at 9 Little Kings Lane, Rye Brook, New York 10573
("Broadbent") (collectively, the "Sellers"); and BAIGlobal, Inc., a New York
corporation with its office and principal place of business at 580 White Plains
Road, Tarrytown, New York 15109 (the "Company").

                              W I T N E S S E T H:
                              ------------------- 

     WHEREAS, the Sellers in the aggregate are the record and beneficial owners
of all of the issued and outstanding shares of the Company's capital stock; and

     WHEREAS, the Sellers desire to sell, transfer and assign to the Buyer, and
the Buyer desires to purchase from the Sellers, all of the issued and
outstanding capital stock of the Company, upon the terms and conditions set
forth herein.

     NOW THEREFORE, in consideration of the foregoing and the mutual promises,
covenants and agreements contained herein, the parties hereto agree as follows:

     1.  Definitions

     Capitalized terms used but not defined herein shall have the respective
meanings set forth in the Appendix of Definitions attached hereto and made a
part hereof.

     2.  Purchase and Sale of the Shares

     (a)  Purchase of Shares
          ------------------

     Subject to the terms and conditions contained herein, each of the Sellers
agrees to transfer and deliver to the Buyer, and the Buyer agrees to acquire
from each of the Sellers, at the place of Closing on the Closing Date referred
to in Section 2(f) hereof, free and clear of all Encumbrances, the number of
shares of the Company set forth below which constitute all of the issued and
outstanding shares of the Company's capital stock:

          Seller              Acquired Shares
          ------              ---------------

          Knight              490,000 shares of Class A Common Stock

          Skolnick            1,617.0501 shares of Class B Common Stock

          Broadbent           808.5250 shares of Class B Common Stock

     The shares of the Company's capital stock to be acquired by the Buyer
pursuant to this Agreement are hereinafter referred to as the "Acquired Shares".

                                      -1-
<PAGE>
 
     (b)  Purchase Price; Payments
          ------------------------

          (i) Subject to the terms and conditions contained herein, the Buyer
shall pay to the Sellers (as provided in Exhibit A hereto) as the purchase price
(the "Purchase Price") for the Acquired Shares (A) the sum of $3,590,000, in
cash at the Closing by wire transfer to the respective accounts designated by
the Sellers or otherwise as the parties may agree, plus (B) the Additional
Purchase Price (as defined in Section 2(e)(i), which shall be paid in accordance
with Section 2(e) hereof.

          (ii) The parties hereto agree that Buyer shall pay to the Sellers (as
provided in Exhibit A hereto) as the consideration for the covenants set forth
in Section 10(a) hereof the amount of $50,000, in cash at the Closing by wire
transfer to the respective accounts designated by the Sellers or otherwise as
the parties may agree.

          (iii) Immediately after the Closing, the Buyer shall cause the
Company to repay in full that certain Promissory Note dated July 31, 1997 to
Skolnick in the principal amount of $1,500,000 and that certain Promissory Note
dated July 31, 1997 to Broadbent in the principal amount of $750,000 by wire
transfer (collectively, the "Seller Notes").

     (c)  Determination of Closing Net Worth
          ----------------------------------

          (i) As soon as reasonably practicable and in any event no later than
sixty (60) days after the Closing Date, the Sellers will prepare and submit to
the Buyer the following statements (the "Initial Closing Statements") prepared
as of the close of business on the Closing Date:  (A) a balance sheet of the
Company prepared in accordance with GAAP applied on a basis consistent with the
preparation of the Audited Financial Statements (the "Closing Date Balance
Sheet"), (B) a detailed statement by client of the Closing Receivables, Closing
WIP and Closing Deferred Income reflected on the Closing Date Balance Sheet, and
(C) a statement of the excess of the Company's total assets (excluding deferred
income tax assets, if any) over the Company's total liabilities as calculated
based on the Closing Date Balance Sheet (the "Closing Net Worth").

          (ii) Upon receipt of the Initial Closing Statements, the Buyer and its
accountants shall be permitted during the succeeding sixty (60) day period to
examine the accounting records and work papers prepared by the Sellers or the
Sellers' accountants in connection with the preparation of the Initial Closing
Statements.  If the Buyer agrees to the Initial Closing Statements, they shall
become the Final Closing Statements.  If the Buyer does not agree to the Initial
Closing Statements it shall within sixty (60) days after delivery of the Initial
Closing Statements by the Sellers, prepare and deliver to the Sellers a list of
disputed adjustments (the "Disputed Adjustments") to the Initial Closing
Statements.  The Buyer and the Sellers shall use their best efforts to resolve
the Disputed Adjustments.  If the Buyer and the Sellers are able to reach an
agreement on the Disputed Adjustments, the Initial Closing Statements shall be
amended to reflect such agreement and shall become the Final Closing Statements.

          (iii) If the Buyer and the Sellers are unable to reach an agreement
on the Disputed Adjustments within thirty (30) days after receipt by the Sellers
of the Disputed Adjustments, then the Disputed Adjustments shall be resolved by
a nationally-recognized firm of certified public accountants mutually acceptable
to the accountants of the Buyer and the Sellers (the "Accounting Referee").  The
parties shall use Reasonable Efforts to cause the Accounting Referee to promptly
review the Disputed Adjustments and determine the final value of each of the
Disputed Adjustments.  In making such determination, the Accounting Referee
shall consider only the items or amounts in dispute (and any other items

                                      -2-
<PAGE>
 
or amounts relating thereto), and the determination of each Disputed
Adjustment's value, as so computed, shall not, in any event, be less than zero
or greater than the amount of the Disputed Adjustments.  Such determination
shall be made within thirty (30) calendar days after the date on which the
Accounting Referee receives notice of the Disputed Adjustments. The Initial
Closing Statements shall then be amended to reflect the determination of the
final value of each of the Disputed Adjustments and shall become the Final
Closing Statements. The fees, costs and expenses of the Accounting Referee in
conducting such review shall be shared equally by the Buyer and the Sellers.
The Final Closing Statements shall be deemed to be and shall be conclusive and
binding on the parties to this Agreement for purposes of determining any
adjustment of the Purchase Price pursuant to this Section 2.

          (iv) For purposes of calculating accrued liabilities for Taxes, in the
case of any Taxes that are imposed on a periodic basis and are payable for a
taxable period that includes (but does not end on the Closing Date), the portion
of such Tax which relates to the portion of such taxable period ending on the
Closing Date shall (x) in the case of any Taxes other than Taxes based upon or
related to income or receipts, be deemed to be the amount of such Tax for the
entire taxable period multiplied by a fraction the numerator of which is the
number of days in the taxable period ending on the Closing Date and the
denominator of which is the number days in the entire taxable period, and (y) in
the case of any Tax based upon or related to income or receipts, be deemed equal
to the amount which would be payable if the relevant taxable period ended on the
Closing Date.  All determinations necessary to give effect to the foregoing
allocations shall be made in a manner consistent with the Company's prior
practice.

     (d)  Purchase Price Adjustment
          -------------------------

     Within five (5) business days after the determination of the Final Closing
Statements, either (i) the Sellers shall pay to the Buyer the amount by which
<$1,673,000> is greater than the Closing Net Worth as determined in the Final
Closing Statements, or (ii) the Buyer shall pay to the Sellers (as provided in
Exhibit A hereto) the amount by which the Closing Net Worth is greater than
<$1,673,000>.  The amount, if any, required to be paid pursuant to this Section
2(d) shall include interest at the rate of seven percent (7%) per annum from the
Closing Date through the date of payment of such amount (calculated on the basis
of a year consisting of 365 days and paid for the actual days elapsed) and shall
be paid by wire transfer to the account designated by the party or parties
entitled to receive said payment, or otherwise as the parties agree.

     (e)  Additional Purchase Price
          -------------------------

          (i) Subject to the limitations set forth below, as additional
consideration for the Acquired Shares, the Buyer shall pay to the Sellers (as
provided in Exhibit A hereto) an amount equal to (A) 3.3 multiplied by (B) the
Company's aggregate EBIT (as defined below) during the period beginning on the
Closing Date and ending on December 31, 1999 (the "Earnout Period") in excess of
$2,724,000; provided that in no event shall such amount be more than Five
Million Dollars ($5,000,000) in the aggregate (the "Additional Purchase Price").

          Notwithstanding the above, a Seller shall not be entitled to twenty
percent (20%) of his or her share of the Additional Purchase Price in the event
that such Seller's employment with the Company is terminated for "Cause" (as
defined in Section 7(a)(v) of the Seller's Employment Agreement) or the Seller
voluntarily terminates his or her employment with the Company on or prior to
December 31, 1999 pursuant to Section 7(a)(ii) of the Seller's Employment
Agreement.  For the avoidance of doubt, the foregoing

                                      -3-
<PAGE>
 
limitation shall not apply if a Seller's employment with the Company is
terminated prior to December 31, 1999 by reason of the Seller's death or
"Disability" (as defined in the Seller's Employment Agreement).  In the event
that one or more of the Seller's is not entitled to twenty percent (20%) of his
or her share of the Additional Purchase Price as provided above, such amount
will be paid to those Sellers entitled to receive their full share of the
Additional Purchase Price in proportion to their initial share of the Additional
Purchase Price as provided in Exhibit A hereto.  In the event none of the
Sellers are entitled to twenty percent (20%) of their respective share of the
Additional Purchase Price as provided above, such twenty percent (20%) will not
be paid and the Buyer will be required to pay only eighty percent (80%) of the
amount determined pursuant to subsection (i) above to the Sellers as the
Additional Purchase Price.

          (ii) As used herein, the term "EBIT" shall mean the Company's net
income, before interest charges (net of interest income), federal, state and
local income taxes and before amortization of costs and expenses directly
resulting from the transactions contemplated by this Agreement (including any
compensation expense arising from Section 2(e)(i) above), calculated in all
cases, in accordance with GAAP in a manner consistent with the calculation of
the Company's net income as historically applied and reflected in the Audited
Financial Statements (but only to the extent calculated in accordance with
GAAP), except as otherwise expressly set forth herein.

          Unless otherwise agreed to in writing by the Buyer and the Sellers,
for purposes of determining EBIT hereunder it is agreed that: (a) the Buyer and
the Company will continue to use the procedures in place prior to the Closing
Date, consistent with their past practices, for determining project charges and
budgets and modifications thereto with respect to the Buyer's Mail Monitor and
Inside Track projects, it being agreed that any changes in such projects or
charges in excess of the agreed upon Mail Monitor and Inside Track project
budgets must be agreed to in writing by any one of the Sellers and an MFI
officer prior to such changes being made or such additional charges being
incurred, (b) none of the Buyer's costs will be allocated by the Buyer to the
Company, except as otherwise provided herein, (c) an annual charge of $35,000
for accounting fees from the Buyer's accountants relating to the preparation of
financial statements and tax returns for the Buyer and its subsidiaries
(including the Company) will be allocated to the Company, (d) interest charges
for funds borrowed by the Company from Buyer pursuant to the internal line of
credit provided by Buyer to the Company in accordance with Section 2(e)(v)
hereof at the interest rate announced by Harris Trust and Savings Bank from time
to time as its prime commercial rate will be allocated to the Company, (e)
appropriate intercompany charges for general overhead costs (such as insurance
costs) and other services provided by the Buyer to the Company will be mutually
determined by the parties on a case by case basis, (f) all research and
development costs will be accounted for in accordance with GAAP, (g) in the
event the Buyer expressly prohibits the Company from continuing a client
relationship in existence as of the Closing Date because of a trade conflict
with one or more of the Buyer's clients or otherwise, an equitable adjustment
will be made to the EBIT threshold set forth in subsection 2(e)(i) above to
compensate for the Company's loss of such client(s), (h) EBIT will not be
affected by gains or losses from transactions by the Buyer involving the
Company's capital stock or the purchase and/or sale of derivatives, options,
swaptions, puts, calls, collars or similar transactions made by the Buyer on
behalf of the Company, and (i) EBIT will not be affected by any costs or
expenses incurred by the Company for which the Buyer or the Company have
actually received indemnification payments pursuant to Section 8 hereof.

          (iii) Within ninety (90) days after the end of the third calendar
quarter of 1997 and each of the first three calendar quarters of 1998 and 1999,
the Buyer will deliver

                                      -4-
<PAGE>
 
to the Sellers copies of the Company's unaudited financial statements for such
calendar quarter, together with the Buyer's calculation of the Company's EBIT
for such quarter.  As soon as practicable and in any event no later than 120
days after the end of the 1997, 1998 and 1999 calendar year, the Buyer shall
also deliver to the Sellers copies of the Company's audited financial statements
for such year, together with the Buyer's calculation of the Company's EBIT for
such calendar year.

          Upon receipt of the Company's financial statements and the Buyer's
calculation of the Company's EBIT for each such period, the Sellers and their
accountants (at the Sellers' cost) shall be permitted during the succeeding
sixty (60) day period to examine the accounting records and work papers prepared
by the Buyer or the Buyer's accountants in connection with the preparation of
the financial statements and EBIT calculation for such period.  If the Sellers
agree to the Buyer's EBIT calculation for such period, it shall become final and
binding on the parties.  If the Sellers do not agree with the Buyer's EBIT
calculation for such period, they shall within sixty (60) days after delivery of
the Buyer's EBIT calculation, prepare and deliver to the Buyer a list of
disputed adjustments to the Buyer's calculation which the parties agree to
resolve in accordance with the procedures set forth in Section 2(c)(ii) and
(iii) hereof.  Upon the resolution of the Sellers list of disputed adjustments
to the Buyer's EBIT calculation for each such period, such calculation shall be
deemed final and shall be conclusive and binding upon the parties for the
purposes of determining the Additional Purchase Price to be paid pursuant to
this Section 2(e) and the last paragraph of Section 2(e)(v) below.

          (iv) Upon the later of June 30, 2000 or five (5) business days after
the date the calculation of the Company's EBIT for the 1999 calendar year
becomes final as provided in subsection (iii) above, the amount of the
Additional Purchase Price shall be paid by the Buyer to the Sellers entitled to
such payment by the delivery of (A) cash for up to the first $4 million of the
Additional Purchase Price by wire transfer to accounts designated by the Sellers
entitled to such payment, or in such other manner as the parties agree, and (B)
MFI Shares with a Market Price (as defined below) equal to up to $1 million for
the balance of the Additional Purchase Price.  Buyer agrees to reserve for
issuance an amount of shares equal to the number of MFI Shares issuable pursuant
to this Agreement.

          For purposes of determining the number of MFI Shares to be issued
pursuant to this Section 2(e)(iv), the Market Price for the MFI Shares shall be
the average daily closing price per share of the MFI Shares for the last twenty
(20) trading days prior to the issuance of such shares as reported on The Nasdaq
Stock Market (or such other exchange on which the MFI Shares are then traded).

          (v) During the Earnout Period, the Company will be managed by its
Board of Directors which will be controlled by the Buyer, provided that the
Buyer agrees that the Sellers in their capacities as Company officers (so long
as they are employed by the Company) will be permitted to continue to operate in
the Ordinary Course of Business.  In furtherance of the foregoing, unless
otherwise agreed to in writing by the Buyer and the Requisite Sellers, it is
agreed that the Sellers in their capacity as Company officers (so long as they
are employed by the Company), acting reasonably and in accordance with the
Company's past practices and industry standards, shall: (a) make employment and
staffing decisions with respect to the Company's employees (other than for the
Sellers), (b) determine compensation levels for the Company's employees
including the development of an annual incentive compensation plan for its key
employees (other than the Sellers) designed to retain, motivate and reward such
individuals, (c) determine research and development priorities, including levels
of investment, with the Buyer's review and consent, (d) maintain employee
benefits for the Company's employees at levels consistent with the

                                      -5-
<PAGE>
 
Company's past practices, (e) determine pricing structures, and (f) continue to
operate the Company's business from its current offices.  During the Earnout
Period, the Sellers in their capacity as Company officers (so long as they are
employed by the Company) will also be responsible for the timely preparation of
the Company's internal financial statements and maintaining its books and
records, which financial statements and reports will be prepared and maintained
in a manner consistent with the Buyer's financial reporting requirements and
procedures.

          (vi) During the Earnout Period, the Buyer agrees (a) to provide the
Company with an internal line of credit to fund its operations, consistent with
its prior working capital requirements, (b) that the contractual agreements
currently in place between Buyer and the Company for Mail Monitor and Inside
Track will remain in effect, subject to the provisions of Section 2(e)(ii)(a)
hereof, and (c) that each Seller's duties under their respective Employment
Agreements will be limited to the Company's business and that none of the
Sellers will be assigned duties on projects other than for the benefit of the
Company without the prior written consent of each Seller (so long as such Seller
is employed by the Company).

          (vii) In the event that (A) the Buyer proposes to transfer all of the
Company's capital stock (whether by sale, merger or otherwise) to an
unaffiliated party, or (B) the Company proposes to sell or otherwise transfer
all or substantially all of its assets to an unaffiliated third party, in each
case prior to the time when the Additional Purchase Price, if any, has been paid
or the amount of such Additional Purchase Price, if any, is finally determined,
then such transaction shall be conditioned upon (X) such third party's express
assumption of Buyer's obligations under this Section 2(e), or (Y) Buyer's
payment in full of the Additional Purchase Price.

          (viii) Notwithstanding the above, the Buyer's covenants under Sections
2(e)(v), (vi) and (vii) will immediately terminate in the event that at the end
of any fiscal quarter, the Company does not meet the EBIT target as of the end
of such period as set forth in Column A of Exhibit B hereto.

     (f)  The Closing
          -----------

     The closing of the transactions contemplated by this Agreement (the
"Closing") shall take place at the offices of Segal & Tesser, LLP, 300 East 42nd
Street, New York, NY commencing at 10:00 a.m. local time on July 31, 1997 or
such other date or place as the Buyer and the Sellers may mutually determine
(the "Closing Date").

     (g)  Deliveries at the Closing
          -------------------------

     At the Closing, (i) the Sellers will deliver to the Buyer the various
agreements, certificates, opinions and documents referred to in Section 7(a)
below, (ii) the Buyer will deliver to the Sellers the various agreements,
certificates, opinions and documents referred to in Section 7(b) below, (iii)
the Sellers will transfer, assign, convey and deliver to the Buyer stock
certificates representing the Acquired Shares, endorsed in blank or accompanied
by duly executed assignment documents (with all requisite transfer tax stamps
affixed thereto), and (iv) the Buyer will pay to each of the Sellers the
Purchase Price in accordance with Section 2(b) above.

                                      -6-
<PAGE>
 
     3.  Representations and Warranties Concerning the Transaction

     (a)  Representations and Warranties of the Sellers
          ---------------------------------------------

     Each of the Sellers, severally and not jointly, represents and warrants to
the Buyer that the statements contained in this Section 3(a) are correct and
complete as of the date of this Agreement and will be correct and complete as of
the Closing Date (as though made then and as though the Closing Date was
substituted for the date of this Agreement throughout this Section 3(a)) with
respect to herself or himself only.

          (i)  Authorization of Transaction
               ----------------------------

          Each Seller has full right, power, authority and capacity to execute
and deliver this Agreement and each of the Seller Ancillary Documents and to
perform his or her obligations hereunder and thereunder.  This Agreement
constitutes, and, when executed, the Seller Ancillary Documents will constitute,
the valid and legally binding obligations of each of the Sellers, enforceable
against each of the Sellers in accordance with their terms and conditions,
subject, as to the enforcement of remedies, to general equitable principles and
to bankruptcy, insolvency, and similar laws effecting creditors' rights
generally.  Each Seller need not give any notice to, make any filing with, or
obtain any authorization, consent, or approval of any government or governmental
agency in order to consummate the transactions contemplated by this Agreement.

          (ii)  Noncontravention
                ----------------

          Neither the execution and the delivery by the Seller of this Agreement
and the Seller Ancillary Documents, nor the consummation of the transactions
contemplated hereby or thereby, will (A) violate any constitution, statute,
regulation, rule, injunction, judgment, order, decree, ruling, charge, or other
restriction of any government, governmental agency, or court to which the Seller
is subject or (B) violate or conflict with or result in a breach of, or give any
person the right to declare a default under or accelerate the maturity of or
terminate or cancel any agreement, contract, obligation or instrument to which
the Seller is a party or by which his or here assets are bound.

          (iii)  Brokers' Fees
                 -------------

          The Sellers have no liability or obligation to pay any fees or
commissions to any broker, finder, or agent with respect to the transactions
contemplated by this Agreement for which the Buyer or the Company could become
liable or obligated.  The Sellers have engaged New England Business Exchange,
Inc. ("NEBE") as their advisor in connection with the transactions contemplated
by this Agreement and all fees and payments due to NEBE in connection with the
transactions contemplated hereby will be paid by the Sellers.

          (iv)  Share Ownership
                ---------------

          Each Seller owns of record and beneficially, and has good and valid
title to, the number of shares set forth next to his or her name in Section
3(a)(iv) of the Disclosure Schedule, free and clear of any restrictions on
transfer (other than restrictions under the Securities Act and state securities
laws), and of any Encumbrances (other than those created by this Agreement), and
upon the delivery of and payment for the Acquired Shares at the Closing as
provided for herein, the Buyer will acquire good and valid title to thereto,
free and clear of all Encumbrances.  The Seller is not a party to any option,
warrant, purchase right, or other contract or commitment that could require the
Seller to sell, transfer, or

                                      -7-
<PAGE>
 
otherwise dispose of any of the Company's capital stock (other than this
Agreement).  The Seller is not a party to any voting trust, proxy, or other
agreement or understanding with respect to the voting of any capital stock of
the Company.

          (v)  Investment
               ----------

          Each Seller understands and acknowledges that the MFI Shares issuable
to the Sellers pursuant to Section 2(e) of this Agreement, if any, will not have
been registered under the Securities Act or qualified under any applicable state
securities laws on the date of their issuance and will constitute "Restricted
Securities" within the meaning of Rule 144 under the Securities Act and
therefore may not be resold unless registered under the Securities Act or sold
pursuant to an exemption from registration.  The certificate(s) representing the
MFI Shares issuable pursuant to this Agreement shall bear such legend as the
Buyer deems necessary or appropriate to comply with the Securities Act and any
other applicable federal and state law.

          Each of the Sellers represent that he or she (i) does not presently
intend to sell or otherwise transfer or dispose of the MFI Shares issuable
pursuant to this Agreement, (ii) will be acquiring the MFI Shares for his or her
own account and not for that of any other persons, and without a view to or in
connection with any distribution thereof which is in violation of the Securities
Act or in violation of any applicable state securities laws and (iii) has such
knowledge and experience in financial and business matters as to be capable of
evaluating the merits and risks of his or her investment in the MFI Shares.

     (b)  Representations and Warranties of the Buyer
          -------------------------------------------

     The Buyer represents and warrants to the Sellers that the statements
contained in this Section 3(b) are correct and complete as of the date of this
Agreement and will be correct and complete as of the Closing Date (as though
made then and as though the Closing Date was substituted for the date of this
Agreement throughout this Section 3(b)).

          (i)  Organization of the Buyer
               -------------------------

          The Buyer is a corporation duly organized, validly existing, and in
good standing under the laws of the jurisdiction of its incorporation.

          (ii)  Authorization of Transaction
                ----------------------------

          The Buyer has full power and authority (including full corporate power
and authority) to execute and deliver this Agreement  and each of the Buyer
Ancillary Documents and to perform its obligations hereunder and thereunder.
This Agreement constitutes, and, when executed, the Buyer Ancillary Documents
will constitute, the valid and legally binding obligations of the Buyer,
enforceable against the Buyer in accordance with their terms and conditions,
subject, as to the enforcement of remedies, to general equitable principles and
to bankruptcy, insolvency, and similar laws effecting creditors' rights
generally.

          (iii)  Noncontravention
                 ----------------

          Neither the execution and the delivery of this Agreement and the Buyer
Ancillary Documents, nor the consummation of the transactions contemplated
hereby and thereby, will (A) violate any provision of the certificate of
incorporation or bylaws of the Buyer, (B) violate any constitution, statute,
regulation, rule, injunction, judgment, order,

                                      -8-
<PAGE>
 
decree, ruling, charge, or other restriction of any government, governmental
agency, or court to which the Buyer is subject, or (C) violate or conflict with
or result in a breach of, or give any person the right to declare a default
under, or accelerate the maturity of or terminate or cancel any agreement,
contract, obligation or instrument to which the Buyer is a party or by which any
of its assets are bound.

          The Buyer need not give any notice to, make any filing with, or obtain
any authorization, consent, or approval of any government or governmental agency
or any other party in connection with the consummation of the transactions
contemplated by this Agreement.

          (iv)  Brokers' Fees
                -------------

          The Buyer has no liability or obligation to pay any fees or
commissions to any broker, finder, or agent with respect to the transactions
contemplated by this Agreement for which any Seller could become liable or
obligated.

          (v)  Investment
               ----------

          The Buyer represents that it (i) does not presently intend to sell or
otherwise transfer or dispose of the Acquired Shares to be acquired by it
pursuant to this Agreement, and (ii) will be acquiring the Acquired Shares for
its own account and not for that of any other persons, and without a view to or
in connection with any distribution thereof which is in violation of the
Securities Act or in violation of any applicable state securities laws.

     4.  Representations and Warranties Concerning the Company

     The Sellers, jointly and severally, represent and warrant to the Buyer that
the statements contained in this Section 4 are correct and complete as of the
date of this Agreement and will be correct and complete as of the Closing Date
(as though made then and as though the Closing Date was substituted for the date
of this Agreement throughout this Section 4).

      (a)  Organization, Qualification, and Corporate Power
           ------------------------------------------------

          (i) The Company is a corporation duly organized, validly existing, and
in good standing under the laws of the State of New York.  The Company is duly
authorized to conduct business and is in good standing under the laws of each
jurisdiction where such qualification is required, except where the lack of such
qualification would not have a Material Adverse Effect.  Each jurisdiction in
which the Company is authorized to conduct business is listed in Section 4(a) of
the Disclosure Schedule.  The Company has full corporate power and authority to
carry on the businesses in which it is engaged and to own and use the properties
owned, leased and used by it.  Section 4(a) of the Disclosure Schedule lists the
current directors and officers of the Company.

          (ii) The Company has delivered to the Buyer true and correct copies of
the certificate of incorporation and the bylaws of the Company, as amended to
date and currently in effect.  The Company has provided the Buyer with access to
all books and records of the Company (including the books of account, minute
books, stock record books and other records of the Company), which books and
records are complete and accurate in all material respects.  At the Closing, all
of such books and records will be in the possession of the Company.

                                      -9-
<PAGE>
 
          (iii) The Company has full power and authority (including full
corporate power and authority) to execute and deliver this Agreement and each of
the Company Ancillary Documents and to perform its obligations hereunder and
thereunder.  This Agreement constitutes, and the Company Ancillary Agreements
will constitute, the valid and legally binding obligations of the Company,
enforceable against the Company in accordance with their terms, subject, as to
the enforcement of remedies, to general equitable principles and to bankruptcy,
insolvency, and similar laws effecting creditors' rights generally.

     (b)  Capitalization
          --------------

     The Company's authorized capital stock consists of 1,500,000 shares of
Class A Common Stock and 10,000 shares of Class B Common Stock, of which 490,000
shares of Class A Common Stock presently are issued and outstanding, and
2,425.5751 shares of Class B Common Stock presently are issued and outstanding.
All of the Company's issued and outstanding shares have been duly authorized,
are validly issued, fully paid, and nonassessable, were issued in compliance
with applicable law and are held of record and beneficially by the Sellers as
set forth in Section 3(a)(iv) of the Disclosure Schedule.  There are no
outstanding or authorized options, warrants, purchase rights, subscription
rights, conversion rights, exchange rights, or other contracts or commitments
that could require the Company to issue, sell, or otherwise cause to become
outstanding any of its capital stock. There are no outstanding or authorized
stock appreciation, phantom stock, profit participation, or similar rights with
respect to the Company.

     (c)  Noncontravention
          ----------------

     Except as set forth in Section 4(c) of the Disclosure Schedule, neither the
execution and the delivery of this Agreement, the Seller Ancillary Agreements
and the Company Ancillary Agreements, nor the consummation of the transactions
contemplated hereby or thereby, will (i) violate any provision of the articles
of incorporation or bylaws of the Company, (ii) violate any constitution,
statute, regulation, rule, injunction, judgment, order, decree, ruling, charge,
or other restriction of any government, governmental agency, or court to which
the Company is subject, (iii) violate or conflict with or result in a breach of,
or give any person the right to declare a default or exercise any remedy under
or accelerate the maturity of or terminate or cancel any agreement, contract,
obligation or instrument to which the Company is a party or by which its assets
are bound, or (iv) result in the imposition or creation of any Encumbrance upon
or with respect to any of the properties or assets of the Company.

          Except as set forth in Section 4(c) of the Disclosure Schedule, the
Company does not need to give any notice to, make any filing with, or obtain any
authorization, consent, or approval of any government or governmental agency or
any other party in connection with the consummation of the transactions
contemplated by this Agreement or to enable the Company to continue to conduct
the Business after the Closing in the manner in which it is currently conducted.

     (d)  Brokers' Fees
          -------------

     The Company has no liability or obligation to pay any fees or commissions
to any broker, finder, or agent with respect to the transactions contemplated by
this Agreement.

                                      -10-
<PAGE>
 
     (e)  Title to Assets
          ---------------

     The Company is the owner of and has good and valid title to (or valid and
enforceable licenses to use or leasehold interests in) all properties and assets
that it purports to own, use or lease, including those properties and assets
reflected in the Audited Financial Statements (other than those properties and
assets disposed of by the Company since the date thereof in the Ordinary Course
of Business and for fair value) in the amounts and categories reflected therein,
and all properties and assets acquired by the Company after the date thereof, in
each case free and clear of all Encumbrances, except for (i) the lien of current
taxes not yet due and payable and (ii) the Encumbrances disclosed and described
in paragraph 4(e) of the Disclosure Schedule.  Except as disclosed in Section
4(e) of the Disclosure Schedule, the properties and assets of the Company are in
good operating condition and repair, ordinary wear and tear excepted, are usable
in the Ordinary Course of Business and conform in all material respects to all
applicable statutes, ordinances and regulations relating to their construction,
use and operation.

     (f)  No Investments
          --------------

     The Company does not own, directly or indirectly, any equity or other
proprietary interest in any corporation, partnership, joint venture, business
enterprise, or other entity of any nature whatsoever.

     (g)  Financial Statements
          --------------------

     Attached to Section 4(g) of the Disclosure Schedules are true and correct
copies of the following financial statements (collectively the "Financial
Statements"): (A) the balance sheet and statements of income, changes in
stockholders' equity, and cash flow as of and for the fiscal year ended December
31, 1996 for the Company, opined on by KPMG Peat Marwick LLP (the "Audited
Financial Statements"); (B) unaudited balance sheets and statements of income,
changes in stockholders' equity, and cash flow as of and for the fiscal years
ended December 31, 1993, December 31, 1994 and December 31, 1995 for the Company
and (C) the unaudited balance sheet and statements of income, changes in
stockholders' equity, and cash flow (the "Most Recent Financial Statements") as
of and for the six (6) month period ended June 30, 1997 (the "Most Recent Fiscal
Month End") for the Company.  The Financial Statements (including the notes
thereto) are complete and accurate in all material respects, have been prepared
in accordance with GAAP applied on a consistent basis throughout the periods
covered thereby and present fairly the financial condition of the Company as of
such dates and the results of operations of the Company for such periods;
provided, however, that the Most Recent Financial Statements are subject to
normal year-end adjustments and lack footnotes.

     (h)  Events Subsequent
          -----------------

     Except as set forth in Section 4(h) of the Disclosure Schedule, since
December 31, 1996, there has not been any material adverse change in the
condition (financial or otherwise) of the properties, assets, liabilities,
results of operation or business prospects of the Company.  Without limiting the
generality of the foregoing, except as set forth in Section 4(h) of the
Disclosure Schedule, since December 31, 1996, the Company has not engaged in any
practice, taken any action, or entered into any transaction outside the Ordinary
Course of Business (except for the transactions contemplated by this Agreement),
and there has not been: (i) any damage, destruction or loss (whether or not
covered by insurance) having a Material Adverse Effect, (ii) any increase in the
compensation, commissions or perquisites payable or to become payable by the
Company to any director,

                                      -11-
<PAGE>
 
officer, employee or agent of the Company or any payment of any bonus, profit
sharing or other extraordinary compensation to any employee of the Company
(other than any such increase or payment to persons other than the Sellers that
were paid or become payable in the Ordinary Course of Business), (iii) any
change in the accounting methods or practices followed by the Company or any
change in depreciation or amortization policies or rates theretofore adopted,
(iv) any cancellation of any debts owed to or claims held by the Company or the
incurrence of any obligation or liability other than in the Ordinary Course of
Business, (v) any sale, lease, abandonment or other disposition by the Company
of any property in excess of $25,000, (vi) any termination of any agreement,
contract or arrangement material to the Company, (vii) any agreement or
commitment by the Company to incur capital expenditures or make investments in
excess of $25,000 per item or $50,000 in the aggregate, or (viii) the
declaration or payment of any dividend or distribution in respect of, or the
purchase or redemption of any of, the Company's capital stock.

     (i)  Undisclosed Liabilities
          -----------------------

     The Company does not have any liabilities or obligations (whether direct or
indirect, absolute, matured, contingent or unmatured) of any nature whatsoever,
whether arising out of contract, tort, statute or otherwise, which are not
reflected, reserved against or given effect to in the Audited Financial
Statements, except (A) liabilities and obligations which are specifically
disclosed in Section 4(i) of the Disclosure Schedule and (B) current liabilities
and obligations incurred in the Ordinary Course of Business since December 31,
1996, and which are of the same nature as those set forth on the Audited
Financial Statements, and which are not, individually or in the aggregate,
material to the Company.  To the Knowledge of the Sellers, there is no basis for
assertion against the Company of any liabilities or obligations not adequately
reflected, reserved against or given effect to in the Audited Financial
Statements, except for liabilities and obligations described in clause (B) of
this Section 4(i).

     (j)  Legal Compliance
          ----------------

     The Company has complied with all applicable laws (including rules,
regulations, codes, plans, injunctions, judgments, orders, decrees, rulings, and
charges thereunder) of federal, state, local, and foreign governments (and all
agencies thereof) (collectively, "Laws"), except where the failure to comply
would not have a Material Adverse Effect. Except as set forth in Section 4(j) of
the Disclosure Schedule, the Company has not received any notice from any
governmental authority or other person regarding any actual, alleged or a
potential violation of or failure to comply with any Laws.

     (k)  Tax Matters
          -----------

          (i) The Company has filed (on a timely basis) all Tax Returns that it
was required to file, and all such Tax Returns were true and correct in all
material respects, were prepared in all material respects in accordance with
applicable law and regulations and properly reflect the Taxes of the Company for
the periods covered thereby.  All Taxes called for as due by such Tax Returns,
or which are otherwise due and owing by the Company, whether or not shown on any
such Tax Returns, have been fully paid and discharged and there are no unpaid
Taxes with respect to any period prior to and through the date hereof which are
or could become a lien on the properties and assets of the Company, except for
current Taxes not yet due and payable.  The charges, accruals and reserves with
respect to Taxes on the books of the Company are adequate (determined in
accordance with GAAP) and are least equal to the Company's liability for Taxes
not yet due and payable for all periods prior to and through the date hereof.
There exist no disputes

                                      -12-
<PAGE>
 
regarding Taxes or proposed Tax assessments against the Company, except as
disclosed in Section 4(k) of the Disclosure Schedule.  The Company also has made
(on a timely basis) all proper withholdings and collections of Taxes and paid
the necessary withholding and collection of Taxes to the appropriate parties.

          (ii) Section 4(k) of the Disclosure Schedule lists all Tax Returns
filed with respect to the Company for the years 1991 to 1996 and indicates those
Tax Returns that have been audited, and indicates those Tax Returns that
currently are the subject of audit. Section 4(k) of the Disclosure Schedule also
lists all audits that have been completed since 1990 or are currently ongoing
with respect to Taxes for which returns have not been filed. The Sellers have
made available to the Buyer correct and complete copies of all Tax Returns for
all years not barred by the statute of limitations, and of all examination
reports, and statements of deficiencies assessed against or agreed to by the
Company for such years, and all notices, reports and other documents received by
the Company with respect to audits currently being conducted.  Except as set
forth in Section 4(k) of the Disclosure Schedule, all deficiencies proposed as a
result of such audits have been paid, reserved against or settled.  Section 4(k)
of Disclosure Schedule describes all adjustments to Tax Returns filed by the
Company for all taxable years since 1991, and the resulting deficiencies
proposed the relevant taxing authority.

          (iii) Except as set forth in Section 4(k) of the Disclosure Schedule,
the Company has not waived any statute of limitations in respect of Taxes or
agreed to any extension of time with respect to any Taxes assessment or
deficiency.

          (iv) The Company is not a party to any Taxes allocation or sharing
agreement.  The Company has not been a member of an Affiliated Group.

          (v) The Company has not made an election under Internal Revenue Code
Section 341 to be a collapsible corporation.  The Company is not presently and
has not been, within the five-year period preceding the date hereof, an "S"
corporation.

     (l)  Real Property
          -------------

          (i) The Company does not presently own, and has never owned, any real
property.

          (ii) Section 4(l) of the Disclosure Schedule lists each lease or
agreement (written or oral) under which the Company is lessee, sublessee or
sublessor or holds or operates any real property (the "Leases").  The Sellers
have delivered to the Buyer correct and complete copies of the Leases.  There is
set forth in Section 4(l) of the Disclosure Schedule a brief description
(including in each case the annual rent payable, the commencement and expiration
dates, a brief description of the property covered, the name of the lessor or
sublessee, the amount of any security deposit, and any real estate taxes for the
current year) for each Lease.  To the Knowledge of the Sellers, each Lease is
legal, valid, binding, enforceable, and in full force and effect.  Neither the
Company, nor to the Knowledge of the Sellers any other party, is in default in
any material respect under any Lease nor has any event occurred which with the
passage of time or giving of notice or both will constitute such a default.  To
the Knowledge of Sellers, the real property and the buildings thereon utilized
by the Company do not violate any building, zoning or other laws or ordinances,
or any agreement applicable thereto, and no notices of any such violations or
claimed violations has been received by the Company.

                                      -13-
<PAGE>
 
     (m)  Intellectual Property
          ---------------------

          (i) Section 4(m) of the Disclosure Schedule lists (A)  all patents,
trademarks, servicemarks, tradenames and copyrights and all registrations and
applications therefor, all rights in operating and applications computer
programs, software and data bases, and a description of the nature of all trade
secrets, confidential know-how, inventions and similar proprietary rights, in
each case owned or used by the Company (the "Intellectual Property Rights"); and
(B) other than any perpetual, paid-up licenses for commonly available software
programs with a value of less than $25,000 each, all licenses and similar
agreements (the "Licenses") to which the Company is a party relating to any of
the Intellectual Property Rights.  The Intellectual Property Rights are all
those necessary for the operation of the business of the Company as currently
conducted.

          (ii) True, correct and complete copies of each of the Licenses have
been furnished to the Buyer.  To the knowledge of the Sellers, each of the
Licenses constitutes the legal, valid and binding obligation of the respective
parties thereto, enforceable in accordance with their terms.  The Company is in
compliance in all material respects with the terms of the Licenses and there are
no defaults by the Company or, to the Knowledge of the Sellers, by any other
party, under any material terms of the Licenses.  Except as described in Section
4(m) of the Disclosure Schedule, the consummation of the transactions
contemplated by this Agreement will not alter or impair any of the Company's
rights with respect to the Intellectual Property Rights or require the consent
of any party to any of the Licenses.

          (iii) Except as described in Section 4(m) of the Disclosure Schedule,
the Company is the sole and exclusive owner of, or sole and exclusive licensee
of, the Intellectual Property Rights.  No other person or entity owns any right,
title or interest in the Intellectual Property Rights not specified in Section
4(m) of the Disclosure Schedule, or has any right to a royalty or payment of any
kind from the Company with respect to the Intellectual Property Rights.  There
are no asserted claims or litigation challenging or, to the Knowledge of the
Sellers, threatening to challenge the right, title and interest of the Company
to use the Intellectual Property Rights.

          (iv) To the Knowledge of the Sellers, the operation of the business of
the Company does not violate any rights of others in the Intellectual Property
Rights and/or Licenses and the rights of the Company in the Intellectual
Property Rights are not being violated or infringed by others.  The Company has
not received any notice from any third party of any claim adverse to the Company
in respect of the Intellectual Property Rights.

          (v) The Company has taken all actions necessary under the
circumstances to protect the secrecy, confidentiality and value of its
Intellectual Property Rights and, to the Knowledge of the Sellers, none of the
Company's Intellectual Property Rights have been used, divulged or appropriated
for the benefit of any third party.

     (n)  Contracts
          ---------

          (i) Set forth in Section 4(n) of the Disclosure Schedule is a list of
each oral or written contract, agreement, commitment or understanding to which
the Company is a party or is otherwise bound (the "Contracts"): (a) for the
employment of any officer or employee earning more than $50,000 per annum or
which is not cancellable by the Company without payment of severance and on
thirty days or less notice; (b) for the purchase or sale of capital stock or
interests in or convertible to capital stock; (c) for the borrowing of money;
(d) for leasing personal property (including, without limitation, leases

                                      -14-
<PAGE>
 
for machinery and office equipment, furniture, fixtures, and vehicles) which
requires an annual payment in excess of $10,000 or the unexpired term of which
exceeds one (1) year and requires a payment in excess of $10,000 in the
aggregate; (e) involving the payment or receipt of in excess of $10,000 per
annum by the Company or the unexpired term of which exceeds one (1) year and
involves a payment in excess of $10,000 in the aggregate (including, without
limitation, customer contracts, vendor supply contracts or "blanket" purchase
orders); (f) providing for the services of dealers, distributors, sales
representatives, or similar representatives involving the payment or receipt of
in excess of $10,000 per annum by the Company; (g) relating to currently
effective express warranties made by the Company in respect of any services
rendered or product provided by the Company; (h) involving capital expenditures
or the acquisition of fixed assets which require aggregate annual payments in
excess of $10,000; or (i) any other contract that is material to the business of
the Company (including, without limitation, non-competition agreements,
agreements to acquire or dispose of assets other than in the Ordinary Course of
Business and agreements restricting the Company from doing business in any
manner).

          (ii) To the knowledge of the Sellers, all of the Contracts constitute
legal, valid and binding obligations of the respective parties thereto,
enforceable in accordance with their terms, and are in full force and effect.
Neither the Company nor, to the Knowledge of the Sellers, any other party
thereto has violated any provision of, or committed or failed to perform any act
which with notice, lapse of time or both would constitute a default under the
provisions of any Contract, which default would have a Material Adverse Effect.
Correct and complete copies of all written Contracts have been made available to
the Buyer and correct and complete descriptions of the material terms of all
oral Contracts are set forth in Section 4(n) of the Disclosure Schedule.

     (o)  Accounts Receivable.
          ------------------- 

     All notes and accounts receivable of the Company are properly reflected on
the Company's books and records, are valid receivables subject to no setoffs or
counterclaims, and will be collected in accordance with their terms, subject to
any reserves for bad debts. The Closing Receivables reflected in the Closing
Date Balance Sheet will be collected in full within six (6) months after the
Closing Date.

     (p)  Work in Process
          ---------------

     All unbilled work in process of the Company is properly reflected on the
Company's books and records in accordance with its Method for Determining Earned
Income, and is valid work in process subject to no setoffs or counterclaims,
subject to any reserves for bad debts.  The Closing WIP reflected in the Closing
Date Balance Sheet will be billed and collected in full within eighteen (18)
months after the Closing Date.

     (q)  Powers of Attorney
          ------------------

     Except as disclosed in Section 4(n) of the Disclosure Schedule, there are
no outstanding powers of attorney executed on behalf of the Company.

     (r)  Litigation
          ----------

     Except as described in Section 4(r) of the Disclosure Schedule, there is no
(i) action, suit or proceeding pending or, to the Knowledge of Sellers,
threatened by or against the Company or any of its assets, (ii) order, writ,
injunction, order, judgment or decree issued by or requested of any court or
governmental agency against the Company or any of its

                                      -15-
<PAGE>
 
assets or (iii) action, suit or proceeding pending or, to the Knowledge of the
Sellers threatened, against the Company that challenges or may have the effect
of preventing, delaying, making illegal or otherwise interfering with the
transactions contemplated by this Agreement.

     To the Knowledge of the Sellers, no event has occurred or circumstances
exist that could reasonably be expected to give rise to or serve as a basis for
the commencement of any such proceeding.  The Sellers have delivered to the
Buyer copies of all pleadings, correspondence and other documents relating to
each such proceeding listed in Section 4(r) of the Disclosure Schedule.

     (s)  Employee Benefits
          -----------------

     Section 4(s) of the Disclosure Schedule lists each Employee Benefit Plan
that the Company maintains or to which the Company contributes.

          (i) Each Employee Benefit Plan (and each related trust, insurance
contract, or fund) complies and has complied in form and operation in all
material respects with the applicable requirements of ERISA and the Code.

          (ii) All contributions to Employee Benefit Plans (including all
employer contributions and employee salary reduction contributions) required of
the Company and any other member of a Controlled Group have been completely and
timely made in compliance with all applicable laws and agreements.

          (iii) Each Employee Benefit Plan which is an Employee Pension Benefit
Plan has received a determination letter from the Internal Revenue Service to
the effect that it meets the requirements of Code Section 401(a).  No event has
occurred since the date of such determination(s), including effective changes in
laws or modifications to the plan, that would adversely affect such
qualification or tax exempt status, other than the failure to make any required
amendments, the time for the adoption of which has not yet expired.

          (iv) The Company has never maintained or contributed to a defined
benefit pension plan (as defined in Section 3(35) of ERISA).

          (v) Neither the Company, nor any other member of a Controlled Group,
has at any time (i) contributed to (or been obligated to contribute to) any
Multiemployer Plan, or (ii) been a party to a collective bargaining agreement.

          (vi) The Sellers have delivered to the Buyer correct and complete
copies of plan documents, and summary plan descriptions, the most recent
determination letter received from the Internal Revenue Service, the most recent
Form 5500 Annual Report, and all related trust agreements, insurance contracts,
and other funding agreements which implement each such Employee Benefit Plan or
other plan, program, agreement or arrangement.

          (vii) Other than routine claims for benefits, there is no pending or
threatened assessment, complaint, proceeding, claim, audit or investigation of
any kind in any court or government agency with respect to any Employee Benefit
Plan.  No "prohibited transaction" under Code Section 4975 or ERISA Section 406
to which a statutory, class or individual exemption does not apply, nor any
breach of duty imposed by Part 4 of Title I of ERISA, has occurred with respect
to any Employee Benefit Plan which could have a

                                      -16-
<PAGE>
 
material adverse effect upon the assets, liabilities, business, operations,
conditions (financial or otherwise) or properties of the Company.

          (viii) Neither the Company nor any other member of a Controlled
Group has made any promises or commitments to provide, and is under no
obligation or liability to provide, (i) medical benefits, or (ii) life insurance
or other death benefits, through insurance or otherwise, to retirees or former
employees of Company or any other member of a Controlled Group or their
respective dependents, except as may be required under Code Section 4980B or
ERISA Section 601 (et seq.) or any similar and applicable state statute.

          (ix) All (i) insurance premiums required to be paid with respect to,
(ii) benefits, expenses, and other amounts due and payable under, and (iii)
contributions, transfers, or payments required to be made to, any Employee
Benefit Plan prior to Closing will have been paid, made or accrued on or before
the Closing.

     (t)  Certain Business Relationships
          ------------------------------

          (i) Except as set forth in Section 4(t) of the Disclosure Schedule, no
director, officer or employee of the Company, none of the Sellers and no
Affiliate of any Seller, or their respective spouses or children, directly or
indirectly, has (A) any ownership interest in any assets or properties used in
the business of the Company, (B) any financial, business or contractual
relationship or arrangement with or loans outstanding to or from the Company, or
(C) any ownership or financial interest in or contractual relationship with, or
serves as an officer or director of, any customer, competitor, or supplier of
the Company (excluding ownership of less than two percent (2%) of the
outstanding stock of a publicly traded company).

          (ii) To the Knowledge of the Sellers, none of the Company nor any of
the Sellers, or any director, officer, employee or agent of the Company, has
within the past five (5) years given or agreed to give any gift or similar
benefit to any customer, supplier or governmental employee (A) which subjected
or might have subjected the Company to any damage or penalty under law, or (ii)
which if not given in the past would have resulted in, or if not continued in
the future could be expected to result in, a Material Adverse Effect.

     (u)  Environmental, Health and Safety Laws
          -------------------------------------

     The Company is not now, nor has it been in the past, in violation of any
Environmental, Health and Safety Laws, which violation would have a Material
Adverse Effect.  Except as set forth in Section 4(u) of the Disclosure Schedule,
(i) the Company has not received notice of, or any claim that it may have
liability for, any violation of any Environmental, Health and Safety Laws, (ii)
the Company has not released, disposed of, treated or arranged for the storage,
disposal or treatment of any "Hazardous Substance" or other waste, and (iii) to
the Knowledge of the Sellers, there are no underground storage tanks or
Hazardous Substance waste disposal sites located on the properties leased by the
Company.

     (v)  Bank Accounts, Guarantees
          -------------------------

     Set forth in Section 4(v) of the Disclosure Schedule is: (i) a list of all
accounts, borrowing resolutions and deposit boxes maintained by the Company at
any bank or other financial institution and the names of the persons authorized
to effect transactions in such accounts and pursuant to such resolutions and
with access to such boxes; (ii) a description of any lock box, blocked account
or other agreements affecting the Company's right, title or

                                      -17-
<PAGE>
 
interest in and to such accounts or deposit boxes (true and correct copies of
which have been furnished by the Sellers to the Buyer); and (iii) all agreements
or commitments of the Company guaranteeing the payment of money or the
performance of other contracts by the Company, or by any third persons.

     (w)  Insurance
          ---------

     Section 4(w) of the Disclosure Schedule contains a list of all insurance
policies (specifying (i) the insurer, (ii) the amount of the coverage, (iii) the
type of insurance, (iv) the policy number and (v) any currently pending claims
thereunder or any claims asserted thereunder or under similar policies since
January 1, 1994), maintained by or on behalf of the Company on its properties,
assets, business or personnel.  All such policies are (and following the Closing
will continue to be) in full force and effect, and the Company is not in default
in any material respect with respect to any provision contained in any insurance
policies, nor has the Company failed to give any notice or present any claim
thereunder in due and timely fashion.

     All such insurance is in amounts and against such risks as are usual and
customary and adequate to protect the Company's business and properties and to
comply with the Company's obligations to provide insurance under any agreement,
contract or lease to which the Company is a party.  Except as described in
Section 4(w) of the Disclosure Schedule, the insurance coverage provided by the
policies therein will not terminate or lapse or otherwise be affected by the
transactions contemplated by this Agreement. At no time has the Company been
denied any insurance or indemnity bond coverage which it has requested, or
received any written notice from or on behalf of any insurance carrier presently
providing insurance relating to them (i) that insurance rates may or will be
substantially increased, (ii) that there will be no renewal of policies
presently in effect, or (iii) that material alterations to any of the properties
or business operations of the Company are necessary or required by such carrier.
None of such insurance policies is subject to retroactive premium adjustment in
respect of prior periods.

     (x)  Employment, Labor and Other Relations
          -------------------------------------

     Except as disclosed in Section 4(x) of the Disclosure Schedule, the Company
is not a party to and is not otherwise bound by any contract, agreement or
collective bargaining agreement with, and no employees of the Company are
represented by, any labor union or organization.  Except as set forth in Section
4(x) of the Disclosure Schedule, the Company has not received notice of any
charges or complaints involving any federal, state or local civil rights
enforcement agency or court; unfair labor practice charges or complaints with
the National Labor Relations Board; or other claims, charges, actions or
controversies pending, threatened or proposed, involving the Company and any
employee, former employee or any labor union or other organization representing
or claiming to represent such employees' interests, which could have a Material
Adverse Effect.  The Company is and has heretofore been in compliance in all
material respects with all laws, rules and regulations respecting employment and
employment practices, terms and conditions of employment and wages and hours,
the sponsorship, maintenance, administration and operation of (or the
participation of its employees in) employee benefit plans and arrangements and
occupational safety and health programs, and the Company is not engaged in any
material violation of any law, rule or regulation related to employment,
including unfair labor practices or acts of employment discrimination.  Except
as disclosed in Section 4(x) of the Disclosure Schedule, there is no existing
or, to the Knowledge of Sellers, threatened labor disturbance by the Company's
employees or, to the Knowledge of Sellers, of any of the Company's's principal
suppliers, contractors, or customers, which could have a Material Adverse
Effect.

                                      -18-
<PAGE>
 
     (y)  Approvals
          ---------

     Except as set forth in Section 4(y) of the Disclosure Schedule, the Company
possesses all governmental and other permits, licenses, consents, certificates,
orders, authorizations and approvals (the "Approvals") necessary to own or hold
under lease and operate its properties and assets and to carry on its business
as now conducted, except where the failure to have any such Approval would not
have a Material Adverse Effect.  The Approvals are identified in Section 4(y) of
the Disclosure Schedule.  The Company is operating in compliance in all material
respects with the provisions, terms and conditions of the Approvals and the
Company has not received any notice of proceedings relating to the revocation or
modification of any such Approvals which, singly or in the aggregate, if the
subject of an unfavorable ruling or finding, could have a Material Adverse
Effect.

     (z)  Principal Customers and Suppliers
          ---------------------------------

     Set forth in Section 4(z) of the Disclosure Schedule is a list of the ten
(10) largest customers and suppliers of the Company in terms of purchases and
sales during the fiscal year ended December 31, 1996 and all Mail Monitor
customers, showing in each case the approximate total purchases and sales by or
from each such customer or supplier during such period.  Except as set forth in
Section 4(z) of the Disclosure Schedule, since December 31, 1996, there has not
been any material adverse change in the business relationship of the Company
with (i) any of such customers or suppliers, or (ii) any other customer or
supplier which change would have a Material Adverse Effect.

     (aa)  Disclosure
           ----------

     No representation or warranty of any of the Sellers made in this Agreement
contains any untrue statement of a material fact or omits to state a material
fact necessary in order to make the statements contained herein not misleading.
Copies of all documents referred to herein or in the Disclosure Schedule have
been delivered or made available to the Buyer, are true, correct and complete
copies thereof, and include all amendments, supplements or modifications thereto
or waivers thereunder.

     Except as expressly set forth in this Agreement and the Disclosure
Schedules, none of the Sellers have knowledge of any facts which will have any
Material Adverse Effect.

     5.  Pre-Closing Covenants

     The parties hereto agree as follows with respect to the period between the
execution of this Agreement and the Closing.

     (a)  General
          -------

     The parties hereto will use their Reasonable Efforts to take all action and
to do all things necessary in order to consummate and make effective the
transactions contemplated by this Agreement (including satisfaction, but not
waiver, of the closing conditions set forth in Section 7 below).  The parties
hereto will not take any action to make any of the representations or warranties
untrue.

                                      -19-
<PAGE>
 
     (b)  Notices and Consents
          --------------------

     The Sellers will cause the Company to give any notices to third parties,
and will cause the Company to use its Reasonable Efforts to obtain any third
party consents that may be necessary to complete the transactions referred to
herein.  Each of the Parties will (and the Sellers will cause the Company to)
give any notices to, make any filings with, and use its Reasonable Efforts to
obtain any authorizations, consents, and approvals of governments and
governmental agencies in connection with the matters referred to in Section
3(a)(ii), Section 3(b)(ii) and Section 4(c) above.

     (c)  Operation of Business
          ---------------------

     The Sellers will not cause or permit the Company to engage in any practice,
take any action, or enter into any transaction outside the Ordinary Course of
Business.  Without limiting the generality of the foregoing, the Sellers will
not cause or permit the Company to engage in any practice, take any action, or
enter into any transaction of the sort described in Section 4(h) above.

     (d)  Preservation of Business
          ------------------------

     The Sellers will cause the Company to keep its business and properties
substantially intact, including its present operations, physical facilities,
working conditions, and relationships with lessors, licensors, suppliers,
customers and employees.  Without limiting the generality of the foregoing, the
Sellers shall cause the Company not to amend any existing Contract or enter into
any new agreements with Affiliates.

     (e)  Full Access
          -----------

     The Sellers will cause the Company to permit representatives of the Buyer,
upon reasonable advance notice, to have full access at all reasonable times, and
in a manner so as not to interfere with the normal business operations of the
Company, to all premises, properties, personnel, books, records (including tax
records), contracts, and documents of or pertaining to the Company.  The Buyer
will treat and hold as such any Confidential Information it receives from any of
the Sellers or the Company in the course of the reviews contemplated by this
Section 5(e), will not use any of the Confidential Information except in
connection with this Agreement, and, if this Agreement is terminated for any
reason whatsoever, will return to the Sellers or the Company, all tangible
embodiments (and all copies) of the Confidential Information which are in its
possession or the possession of its agents or any third parties, including,
without limitation, its attorneys, financial advisors or bankers.  Any
confidentiality agreement signed by the Buyer prior to the date hereof shall not
be superseded by this Agreement, except where this Agreement shall be
inconsistent therewith, and shall remain in full force and effect.  The Buyer's
obligations under this Section 5(e) shall terminate at such time as the Closing
shall have occurred.

     (f)  Notice of Developments
          ----------------------

     The Sellers will give prompt written notice to the Buyer of any material
adverse development causing a breach of any of the representations and
warranties in Section 4 above.  Each party will give prompt written notice to
the other of any material adverse development causing a breach of any of his,
her or its own representations and warranties in Section 3 above.  No disclosure
by any party pursuant to this Section 5(f), however, shall be deemed to amend or
supplement the Disclosure Schedules or to prevent or cure any misrepresentation
or breach of warranty.

                                      -20-
<PAGE>
 
     (g)  Exclusivity
          -----------

     None of the Sellers will (and the Sellers will not cause or permit the
Company to) solicit, initiate, or encourage the submission of any proposal or
offer from any Person relating to the acquisition of all or substantially all of
the capital stock or assets of the Company (including any acquisition structured
as a merger, consolidation, or share exchange), or (ii) participate in any
discussions or negotiations regarding, furnish any information with respect to,
assist or participate in, or facilitate in any other manner any effort or
attempt by any Person to do or seek any of the foregoing.  None of the Sellers
will vote their Shares in favor of any such acquisition structured as a merger,
consolidation or share exchange.  The Sellers will notify the Buyer immediately
if any Person makes any proposal, offer, inquiry or contact with respect to any
of the foregoing.

     (h)  Repayment of Indebtedness
          -------------------------

     The Sellers covenant with the Buyer that they shall cause the Company to
terminate its credit facility with Citicorp/Citibank prior to the Closing Date
and that the Sellers will not on behalf of the Company, and will cause the
Company not to, incur any Indebtedness, except as described in Section 4(n) of
the Disclosure Schedule.

     (i)  Employment Agreements
          ---------------------

     The Sellers will use their Reasonable Efforts to cause the Company to enter
into employment agreements in a form to be provided by the Buyer with the
employees listed on Exhibit C hereto.

     6.  Post-Closing Covenants

     The Parties agree as follows with respect to the period following the
Closing.

     (a)  General
          -------

     Each of the parties hereto agrees, upon the request of any of the other
parties hereto, from time to time to execute and deliver to such other party or
parties all such instruments and documents of further assurance or otherwise as
shall be reasonable under the circumstances, and to perform such acts and things
as may reasonably be required to carry out the obligations of such requested
party hereunder.

     (b)  Litigation Support
          ------------------

     In the event and for so long as any party actively is contesting or
defending against any action, suit, proceeding, hearing, investigation, charge,
complaint, claim, or demand in connection with (i) any transaction contemplated
under this Agreement, or (ii) any fact, situation, circumstance, status,
condition, activity, practice, plan, occurrence, event, incident, action,
failure to act, or transaction on or prior to the Closing Date involving the
Company, each of the other parties shall cooperate with him, her or it and his,
her or its counsel in the defense or contest, make available their personnel,
and provide such testimony and access to their books and records as shall be
necessary in connection with the defense or contest, all at the sole cost and
expense of the contesting or defending party (unless the contesting or defending
party is entitled to indemnification therefor under Section 8 below).

                                      -21-
<PAGE>
 
     (c)  Transition
          ----------

     None of the Sellers will take any action that is designed or intended to
have the effect of discouraging (i) any lessor, licensor, customer, supplier, or
other business associate of the Company from maintaining the same business
relationships with the Company after the Closing as it maintained with the
Company prior to the Closing, or (ii) any employee or agent of the Company from
maintaining his or her employment or agency relationship with the Company after
the Closing.

     (d)  Access to books and records
          ---------------------------

     Subsequent to Closing, the Buyer will grant to the Sellers reasonable
access to the books and records of the Company up to the date of the Closing as
may be reasonably required by Sellers.  For a period of five (5) years following
the Closing Date, in the event the Buyer elects to destroy or discard any books
or records, including but not limited to, tax returns, which pre-date the date
of the Closing, the Buyer will first offer such documents to Sellers.

     7.  Conditions to Obligation to Close

     (a)  Conditions to Obligation of the Buyer
          -------------------------------------

     The obligation of the Buyer to consummate the transactions to be performed
by it in connection with the Closing is subject to satisfaction of the following
conditions:

          (i) the representations and warranties set forth in Section 3(a) and
Section 4 above shall be true and correct (and such representations and
warranties that are not qualified by "materiality" or "Material Adverse Effect"
shall be true and correct in all material respects) at and as of the Closing
Date;

          (ii) the Sellers shall have performed and complied with all of their
covenants hereunder in all material respects through the Closing;

          (iii) there shall not be any injunction, judgment, order, decree,
ruling, or charge in effect or threatened preventing consummation of any of the
transactions contemplated by this Agreement;

          (iv) the Sellers shall have delivered to the Buyer a certificate to
the effect that each of the conditions specified above in Section 7(a)(i)-(ii)
is satisfied in all respects;

          (v) the Buyer shall have received from counsel to the Sellers an
opinion in form and substance as set forth in Exhibit D attached hereto,
addressed to the Buyer, and dated as of the Closing Date; and

          (vi) all consents, waivers, approvals or other action required with
connection with the execute, delivery and performance of this Agreement
("Consents") by the Sellers and all Consents required of the Company and the
Buyer shall have been obtained;

          (vii) Knight, Skolnick and Broadbent shall have entered into
Employment Agreements with the Company substantially in the forms attached as
Exhibits E-1, E-2 and E-3 hereto, respectively;

                                      -22-
<PAGE>
 
          (viii) Richard Reiser shall have entered into an employment agreement
with the Company in form and substance acceptable to the Buyer;

          (ix) the Buyer shall have received the resignations, effective as of
the Closing, of each director and officer of the Company;

          (x) the Company shall have obtained a release from Richard Reiser in
form and substance satisfactory to the Buyer;

          (xi) all actions to be taken by the Sellers in connection with
consummation of the transactions contemplated hereby and all certificates,
opinions, instruments, and other documents required to effect the transactions
contemplated hereby will be reasonably satisfactory in form and substance to the
Buyer.

     The Buyer may waive any condition specified in this Section 7(a) if it
executes a writing so stating at or prior to the Closing.

     (b)  Conditions to Obligation of the Sellers
          ---------------------------------------

     The obligation of the Sellers to consummate the transactions to be
performed by them in connection with the Closing is subject to satisfaction of
the following conditions:

          (i) the representations and warranties set forth in Section 3(b) above
shall be true and correct in all material respects at and as of the Closing
Date;

          (ii) the Buyer shall have performed and complied with all of its
covenants hereunder in all material respects through the Closing;

          (iii) there shall not be any injunction, judgment, order, decree,
ruling, or charge in effect or threatened preventing consummation of any of the
transactions contemplated by this Agreement;

          (iv) the Buyer shall have delivered to the Sellers a certificate to
the effect that each of the conditions specified above in Section 7(b)(i)-(ii)
is satisfied in all respects;

          (v) the Sellers shall have received from counsel to the Buyer an
opinion in form and substance as set forth in Exhibit F attached hereto,
addressed to the Sellers, and dated as of the Closing Date; and

          (vi) all actions to be taken by the Buyer in connection with
consummation of the transactions contemplated hereby and all certificates,
opinions, instruments, and other documents required to effect the transactions
contemplated hereby will be reasonably satisfactory in form and substance to the
Requisite Sellers.

     The Requisite Sellers may waive any condition specified in this Section
7(b) if they execute a writing so stating at or prior to the Closing.

     8.  Remedies for Breaches of This Agreement

     (a)  Survival of Representations and Warranties
          ------------------------------------------

     In the absence of a showing of fraud or willful misrepresentation, all of
the representations and warranties of the Sellers contained in Section 4 above
shall survive the

                                      -23-
<PAGE>
 
Closing hereunder (even if the Buyer knew or had reason to know of any
misrepresentation or breach of warranty at the time of Closing) and continue in
full force and effect until December 31, 1999; provided, however, that the
representations and warranties contained in Section 4(k) ("Tax Matters") and
Section 4(s) (Employee Benefits) shall survive the Closing until the expiration
of the applicable statute of limitations (including any extensions or waivers
thereof).  In the absence of a showing of fraud or willful misrepresentation,
all of the representations and warranties of the parties contained in Section 3
above shall survive the Closing (even if the damaged party knew or had reason to
know of any misrepresentation or breach of warranty at the time of Closing) and
continue in full force and effect forever thereafter (subject to any applicable
statutes of limitations).

     (b)  Indemnification by the Sellers
          ------------------------------

     The Sellers hereby agree that, notwithstanding the Closing and regardless
of any investigation made at any time by or on behalf of the Buyer, the Sellers
shall, jointly and severally,  indemnify and hold harmless the Buyer, and its
stockholders, directors, employees, officers, agents, Affiliates and
representatives (the "Buyer Indemnitees"), from and against any Adverse
Consequences suffered by any of them as a result of any of the following:

          (i) any breach of any covenant or warranty, or the inaccuracy of any
representation, made by the Sellers in this Agreement or in any of the Seller
Ancillary Documents;

          (ii) any Taxes relating to any periods occurring on or prior to the
Closing Date, but only to the extent that such Taxes are not reflected as
liabilities on the Closing Date Balance Sheet;

          (iii) all claims or litigation matters which relate or are due to the
conduct of the Business on or prior to the Closing Date, including, without
limitation, the claims described in Section 4(r) of the Disclosure Schedule;

          (iv) any obligations payable by the Company to Richard Reiser which
are not reflected as liabilities on the Closing Date Balance Sheet;

          (v) any fees, expenses or other payments made by the Company after
June 30, 1997 to any brokers or advisors retained or employed by the Sellers,
the Company or their Affiliates in connection with the transactions contemplated
by this Agreement, including, without limitation, fees and expenses payable to
Rifkin & Company, Inc., M.R. Weiser Corp. LLP, New England Business Exchange,
Segal & Tesser, LLP and/or Bingham, Dana & Gould; and

          (vi) any claim made by a third party alleging facts which, if true,
would entitle the Buyer Indemnitees to indemnification pursuant to (i) through
(v) above.

     (c)  Indemnification by the Buyer
          ----------------------------

     The Buyer hereby agrees that, notwithstanding the Closing and regardless of
any investigation made at any time by or on behalf of the Sellers, the Buyer
shall indemnify and hold harmless  the Sellers, and their Affiliates and
representatives (the "Seller Indemnitees"), from and against any  Adverse
Consequences suffered by any of them as a result of any of the following:

                                      -24-
<PAGE>
 
          (i) any breach of any covenant or warranty, or the inaccuracy of any
representation, made by the Buyer in this Agreement or in any of the Buyer
Ancillary Documents; and

          (ii) any claim made by a third party alleging facts which, if true,
would entitle the Seller Indemnitees to indemnification pursuant to (i).

     (d)  Certain Limitations
          -------------------

          (i) No claim for indemnification may be asserted by the Buyer or the
Sellers on the basis of any breach of representations or warranties pursuant to
Sections 8(b)(i) and 8(c)(i) of this Agreement until the aggregate amount of all
such claims for indemnification by such party(ies) shall exceed $100,000 (the
"Aggregate Basket"); at which time the party seeking indemnification shall be
entitled to recover the amount of the Aggregate Basket, plus all amounts in
excess thereof; provided, however, that indemnification claims based upon
Section 8(b) (ii) or (iii) of this Agreement and indemnification claims based
upon a breach of the representations and warranties set forth in Sections
3(a)(iii), 3(b)(iv) and 4(d) ("Brokers' Fees"), Section 3(a)(iv) ("Share
Ownership"), 4(k) ("Tax Matters"), Section 4(o) ("Accounts Receivable"), Section
4(p) ("Work in Process"), and Section 4(s) ("Employee Benefits") of this
Agreement shall not be subject to the Aggregate Basket.  In addition, the
Aggregate Basket shall not apply to any claim for indemnification hereunder
arising out of (i) any breach by a party of any covenant contained herein or
(ii) any intentional breach of a representation or warranty or any willful
misrepresentation by a party.

          (ii) In no event shall the aggregate amount of liability of the
Sellers pursuant to Section 8(b) exceed the Purchase Price.

          (iii) The Buyer hereby waives, to the extent permitted by applicable
law, any and all rights, claims and cause of action it may have against the
Sellers arising under or based upon the Racketeer Influenced and Corrupt
Organizations Act, 18 U.S.C. Section 1962 arising under the transactions
contemplated by this Agreement.

     (e)  Matters Involving Third Parties
          -------------------------------

          (i) If any third party shall notify any party (the "Indemnified
Party") with respect to any matter (a "Third Party Claim") which may give rise
to a claim for indemnification against any other Party (the "Indemnifying Party)
under this Section 8, then the Indemnified Party shall promptly (and in any
event within twenty one (21) business days after receiving notice of the Third
Party Claim) notify each Indemnifying Party thereof in writing; provided,
however, that no delay on the part of the Indemnified Party in notifying any
Indemnifying Party shall relieve the Indemnifying Party from any obligations
hereunder unless (and then solely to the extent that) the Indemnifying Party
thereby is prejudiced.

          (ii) In the case of any Third Party Claim (other than under Section
8(b)(ii) hereof), the Indemnified Party shall have the right to control the
defense of such claim and the Indemnifying Party shall be entitled to monitor
the defense thereof, provided that for any Third Party Claim, if the
Indemnifying Party acknowledges in writing to the Indemnified Party its
indemnification obligations under the terms of this Section 8 with respect to
such Third Party Claim, the Indemnifying Party shall be entitled to assume the
defense thereof, and after notice from the Indemnifying Party to the Indemnified
Party of its or their election so to assume the defense thereof, the
Indemnifying Party will not be liable to the Indemnified Party for any legal or
other expenses subsequently incurred by the Indemnified Party in connection with
the defense thereof, other than reasonable costs of investigation,

                                      -25-
<PAGE>
 
unless the Indemnifying Party does not actually assume the defense thereof
following notice of such election.

          (iii) In the case of any Third Party Claims under Section 8(b)(ii)
hereof, the Buyer and the Sellers shall each appoint an equal number of
representatives to a committee which will be responsible for the defense of such
claim.  The Buyer and the Sellers agree to cause their respective
representative(s) on such committee to use their good faith efforts to reach a
consensus on the manner in which each such claim will be defended. In the event
such representatives are unable in good faith to agree upon the appropriate
defense of such claim(s), then the parties agree that (A) the Buyer's
representative(s) will have the final decision making authority with respect to
federal tax claims, and (B) the Sellers' representative(s) will have the final
decision making authority with respect to state and local tax claims. The
provisions of this paragraph shall in no way limit the Indemnifying Party's
indemnification obligations under this Section 8 with respect to such claim.

          (iv) The parties will render to each other such assistance as may
reasonably be required of each other at the Indemnifying Party's expense, in
order to insure proper and adequate defense of any Third Party Claim.  If the
Indemnifying Party actually assumes the defense of the Indemnified Party, (A)
the Indemnified Party will not make any settlement of any such Third Party Claim
which might give rise to liability of the Indemnifying Party under the indemnity
agreements contained in this Section 8 without the written consent of the
Indemnifying Party, (B) the Indemnifying Party shall not agree to make any
settlement of any Third Party Claim which would require the payment of any
amounts by the Indemnified Party, without the written consent of Indemnified
Party, and (C) the Sellers shall not agree to make any settlement of any Third
Party Claim which would materially affect the manner in which the Company's
business is operated without the written consent of the Buyer.

     (f)  Treatment of Indemnification Payments
          -------------------------------------

     All indemnification payments under this Section 8 shall be deemed
adjustments to the Purchase Price.

     (g)  Setoff
          ------

     In addition to any other remedies to which it is entitled, the Buyer shall
have the right to setoff the amount of any indemnification claims to which it is
entitled under Section 8 hereof against its obligation to pay the Additional
Purchase Price, if any, payable pursuant to Section 2(e) hereof.  In the event
that the Buyer exercises its right of setoff under this Section 8(g) and it is
subsequently determined or the parties otherwise agree that the Buyer was not
entitled to setoff any such amounts, the Buyer agrees to pay the setoff amount
to which it was not entitled to the Sellers, with interest at the rate of seven
percent (7%) per annum from the date the Buyer setoff such amount.

     9.  Termination

     (a)  Termination of Agreement
          ------------------------

     Certain of the Parties may terminate this Agreement as provided below:

          (i) the Buyer and the Requisite Sellers may terminate this Agreement
by mutual written consent at any time prior to the Closing;

                                      -26-
<PAGE>
 
          (ii) the Buyer may terminate this Agreement by giving written notice
to the Sellers at any time prior to the Closing (A) in the event of a breach in
any material respect of the representations, warranties or covenants of the
Sellers contained in this Agreement or (B) if the Closing shall not have
occurred on or before July 31, 1997, by reason of the failure of any condition
precedent under Section 7(a) hereof (unless the failure results primarily from
the Buyer itself breaching any representation, warranty, or covenant contained
in this Agreement); and

          (iii) the Requisite Sellers may terminate this Agreement by giving
written notice to the Buyer at any time prior to the Closing (A) in the event of
a breach in any material respect of the representations, warranties or covenants
of the Buyer contained in this Agreement or (B) if the Closing shall not have
occurred on or before July 31, 1997, by reason of the failure of any condition
precedent under Section 7(b) hereof (unless the failure results primarily from
any of the Sellers themselves breaching any representation, warranty, or
covenant contained in this Agreement).

     (b)  Effect of Termination
          ---------------------

     If any party terminates this Agreement pursuant to Section 9(a) above, all
rights and obligations of the parties hereunder shall terminate without any
liability of any party to any other party (except for any liability of any Party
then in breach); provided, however, that the confidentiality provisions
contained in Section 5(e) above shall survive termination.

     10.  Other Agreements

     (a)  Noncompete; Nonsolicitation; Confidentiality.
          -------------------------------------------- 

          (i) In consideration of the benefits to be obtained by the Sellers as
a result of the acquisition by the Buyer of the Business, and in order that the
Buyer may have and enjoy the full benefit of its acquisition of the Company, for
a period ending five (5) years following the Closing Date, none of the Sellers
or any of their respective Affiliates shall, directly or indirectly, personally
or as an employee, stockholder, investor, owner, consultant, manager, member,
associate, partner, agent, or otherwise, or by means of any corporate or other
device, engage in any business which competes with the Business anywhere in the
World (such geographic area is hereafter referred to as the "Territory"); nor
shall any of the Sellers or any of their respective Affiliates for such period
and in the Territory solicit business, directly or indirectly, from any person
who is or was a customer of the Company on or prior to the date hereof to
provide products or services substantially similar to those provided by the
Company, personally or as an employee, stockholder, investor, owner, consultant,
manager, member, associate, partner, agent or otherwise, or by means of any
corporate or other device; nor shall any of the Sellers or their respective
Affiliates for such period and in the Territory solicit for employment by or for
themselves any employee of the Company.

          Notwithstanding the above, the provisions of this Section 10(a)(i)
shall terminate (A) as of June 30, 2000, with respect to Knight if her
employment is terminated by the Company without cause pursuant to Section
7(a)(i) of her Employment Agreement prior to such date, and (B) as of December
31, 2000, with respect to Skolnick or Broadbent, respectively, if Skolnick's or
Broadbent's employment, as the case may be, is terminated by the Company without
cause pursuant to Section 7(a)(i) of their respective Employment Agreements
prior to such date.

                                      -27-
<PAGE>
 
          (ii) The Sellers further acknowledge that by reason of their
affiliation with the Company they have had access to Confidential Information.
The Sellers covenant and agree that they and their respective Affiliates shall
not use for their own behalf or divulge to any third party any Confidential
Information of the Company.

          (iii) This Section 10(a) shall not be construed to prohibit the
ownership by a Seller of not more than one percent (1%) of the capital stock of
any corporation having a class of securities registered pursuant to the
Securities Exchange Act.

          (iv) Each of the Sellers acknowledges that the restrictions contained
in this Section 10(a) are reasonable and necessary to protect the legitimate
interests of the Buyer, do not cause such Seller undue hardship, and that any
violations of any provision of this Section 10(a) will result in irreparable
injury to the Buyer and that, therefore, the Buyer shall be entitled to
preliminary and permanent injunctive relief in any court of competent
jurisdiction and to an equitable accounting of all earnings, profits and other
benefits arising from such violation, which rights shall be cumulative and in
addition to any other rights or remedies to which the Buyer may be entitled.
The parties hereto agree that, if any provision of this Section 10(a) is
determined by a court of competent jurisdiction to be void or unenforceable, the
court making such determination is hereby authorized and requested by the
parties to adjudge the provision in question to be valid and enforceable to the
maximum extent permissible under applicable law.

          (v) The covenants contained in this Section 10(a) are in addition to
any obligations that any of the Sellers may have under the terms and provisions
of the employment agreement to be entered into by such Seller at the Closing.

     (b)  Releases
          --------

     As of the Closing, each of the Sellers and their respective Affiliates
hereby releases and discharges the Company and each of its directors, officers,
employees, agents, Affiliates and their respective successors and assigns, and
the Company hereby releases and discharges each of the Sellers, their respective
Affiliates and their successors and assigns, from any and all claims,
contentions, demands, causes of action at law or in equity, debts, liens,
agreements, notes, obligations, or liabilities of any nature, character or
description whatsoever, whether known or unknown, contingent or matured, which
any of the Sellers, the Company, or their respective Affiliates, or any of them,
may now or hereafter have against the other by reason of any matter, event,
thing or state of facts occurring, arising, done, omitted or suffered to be done
from the beginning of the world to the Closing Date; provided, however, that
this release is not intended to, and shall not release the Sellers, the Company
or their respective Affiliates, from (i) any claims arising under this
Agreement, or under any other agreement executed and delivered by the parties as
contemplated herein or therein, and the payment and performance by them of all
of their respective obligations hereunder and thereunder, and (ii) liabilities
to the Sellers accrued on the Closing Date Balance Sheet, including, without
limitation, amounts due under the Seller Notes.

     Without limiting the foregoing, the Company and each of the Sellers agree
that the Shareholders Agreement dated November 1, 1996 by and among the Company
and the Sellers and the Compensation Agreement dated November 1, 1996 by and
among the Company and the Sellers are hereby terminated and shall be of no
further force and effect after the date hereof.

                                      -28-
<PAGE>
 
     (c)  Collection of Accounts Receivable/WIP
          -------------------------------------

     The Sellers acknowledge that the Buyer will have the right to
indemnification pursuant to Section 8(b)(i) hereof with respect to any breach by
the Sellers of their representations and warranties set forth in Sections 4(o)
and 4(p) hereof regarding the collection in full of the Closing Receivables and
Closing WIP reflected in the Closing Date Balance Sheet within six (6) months
and eighteen (18) months, respectively, after the Closing Date.  In the event
that (i) the Buyer has received payment from the Sellers in satisfaction of
their indemnification obligations with respect to any Closing Receivables and/or
Closing WIP which were uncollected as of the six (6) month and eighteen (18)
month anniversary dates of the Closing Date, as the case may be, and (ii) the
Company subsequently collects any Closing Receivables or Closing WIP for which
the Buyer was so indemnified, the Buyer will promptly refund any amounts
subsequently collected by the Company to the Sellers.

     (d)  Projections
          -----------

     Certain financial projections with respect to the Company's future earnings
have been prepared by the Sellers and furnished to the Buyer in connection with
the transactions contemplated by this Agreement.  Buyer acknowledges that (i)
the Sellers make no representations and warranties with respect to such
projections, and (ii) although the Sellers consider the assumptions upon which
such projections were made to be reasonable, the earnings reflected in such
projections may not be realized and are subject to significant business,
economic, and competitive uncertainties and contingencies.

     11.  Miscellaneous

     (a)  Press Releases and Public Announcements
          ---------------------------------------

     Neither the Sellers nor the Company shall issue any press release or make
any public announcement relating to the subject matter of this Agreement without
the prior written approval of the Buyer; provided, however, that any party may
make any public disclosure it believes in good faith is required by applicable
law or any listing or trading agreement concerning its publicly-traded
securities (in which case the Sellers will use their best efforts to advise the
Buyer prior to making the disclosure).

     (b)  No Third-Party Beneficiaries
          ----------------------------

     This Agreement shall not confer any rights or remedies upon any Person
other than the parties and their respective successors and permitted assigns.

     (c)  Entire Agreement
          ----------------

     This Agreement (including the documents referred to herein) and the
Confidentiality Agreement dated September 26, 1996 (the "Confidentiality
Agreement") sets forth the entire understandings between the parties with
respect to the subject matter hereof.  Any previous agreements or understandings
between the parties regarding the subject matter hereof are merged into and
superseded by this Agreement, provided that the obligations of the parties under
the Confidentiality Agreement shall remain in effect until the Closing shall
have occurred at which time such obligations shall terminate.

                                      -29-
<PAGE>
 
     (d)  Succession and Assignment
          -------------------------

     This Agreement shall be binding upon and injure to the benefit of the
parties named herein and their respective successors and permitted assigns.  No
party may assign either this Agreement or any of his, her or its rights,
interests, or obligations hereunder without the prior written consent of the
other parties hereto.

     (e)  Counterparts
          ------------

     This Agreement may be executed in one or more counterparts, each of which
shall be deemed an original but all of which together will constitute one and
the same instrument.

     (f)  Headings
          --------

     The section headings contained in this Agreement are inserted for
convenience only and shall not affect in any way the meaning or interpretation
of this Agreement.

     (g)  Notices
          -------

     All notices, requests, demands, claims, and other communications required
or permitted to be given hereunder shall be in writing and shall be by hand-
delivery; certified mail, return receipt requested; telecopier; or overnight
courier to the parties at the addresses set forth below (or to such other
address as may be provided by a party on ten days notice to the other parties
hereto).  Such notices shall be deemed given: at the time personally delivered,
if delivered by hand or by courier; at the time received, if sent certified
mail; and when sent, if telecopied.

          If to the Sellers:               Kathleen Knight
                                           8 Sarven Court,
                                           Tarrytown, New York 10591

          and to                           Robert Skolnick
                                           124 East 84th Street,
                                           New York, New York 10028

          and to                           Gunilla Broadbent
                                           9 Little Kings Lane,
                                           Rye Brook, New York 10573

          with a copy to:                  Segal & Tesser, LLP
                                           300 East 42nd Street
                                           New York, New York 10017
                                           Attention: Robert Segal, Esq.
                                           Telephone No.: (212) 697-9000
                                           Telecopier No.: (212) 370-9616

          If to the Buyer:                 Market Facts, Inc.
                                           3040 West Salt Creek Lane
                                           Arlington Heights, Illinois 60005
                                           Attention: President
                                           Telephone No.: (847) 590-7200
                                           Telecopier No.: (847) 590-7010

                                      -30-
<PAGE>
 
          Copy to:                         Keck, Mahin & Cate
                                           77 West Wacker Drive
                                           Suite 4200
                                           Chicago, Illinois 60601
                                           Attention: Wesley S. Walton, P.C.
                                           Telephone No.: (312) 634-7700
                                            Telecopier No.: (312) 634-5000

     (h)  Governing Law
          -------------

     This Agreement shall be governed by and construed in accordance with the
laws of the State of Illinois and shall in all respects be governed, construed,
applied and enforced in accordance with the laws of the State of Illinois,
without reference to its conflicts of laws principles.

     (i)  Amendments and Waivers
          ----------------------

     No amendment of any provision of this Agreement shall be valid unless the
same shall be in writing and signed by the Buyer and the Sellers.  No waiver by
any Party of any default, misrepresentation, or breach of warranty or covenant
hereunder, whether intentional or not, shall be deemed to extend to any prior or
subsequent default, misrepresentation, or breach of warranty or covenant
hereunder or affect in any way any rights arising by virtue of any prior or
subsequent such occurrence.

     (j)  Severability
          ------------

     Any term or provision of this Agreement that is invalid or unenforceable in
any situation in any jurisdiction shall not affect the validity or
enforceability of the remaining terms and provisions hereof or the validity or
enforceability of the offending term or provision in any other situation or in
any other jurisdiction.

     (k)  Expenses
          --------

     Each of the Buyer and the Sellers will bear its and their own costs and
expenses (including legal fees and expenses) incurred in connection with this
Agreement and the transactions contemplated hereby, except for expenses of the
Sellers paid by the Company on or prior to June 30, 1997.  No fees, expenses or
other obligations to any brokers or advisors retained or employed by the
Sellers, the Company or their Affiliates in connection with the transactions
contemplated by this Agreement will be paid by the Company after June 30, 1997.

     (l)  Construction
          ------------

     The parties have participated jointly in the negotiation and drafting of
this Agreement.  In the event an ambiguity or question of intent or
interpretation arises, this Agreement shall be construed as if drafted jointly
by the parties and no presumption or burden of proof shall arise favoring or
disfavoring any party by virtue of the authorship of any of the provisions of
this Agreement.  Any reference to any federal, state, local, or foreign statute
or law shall be deemed also to refer to all rules and regulations promulgated
thereunder, unless the context requires otherwise.  The word "including" shall
mean including without limitation.

                                      -31-
<PAGE>
 
     (m)  Incorporation of Exhibits
          -------------------------

     The attached Exhibits, Annexes, and Schedules are expressly incorporated
herein by reference and made a part hereof.

     IN WITNESS WHEREOF, the parties hereto have executed this Agreement as of
the date first above written.


MARKET FACTS, INC.                   SELLERS
 
       /s/ Thomas H. Payne 
By: __________________________
         Thomas H. Payne                /s/ Kathleen Knight
Name: ________________________       __________________________________
       Chief Executive Officer
Title: _______________________       Kathleen Knight
 
                                        /s/ Robert Skolnick
                                     __________________________________
                                     Robert Skolnick
 
                                        /s/ Gunilla Broadbent
                                     __________________________________
                                     Gunilla Broadbent
 
 
                                     BAIGLOBAL, INC.
 
 
                                           /s/ Kathleen Knight
                                     By: ______________________________
                                           Kathleen Knight
                                           President

                                      -32-
<PAGE>
 
                            APPENDIX OF DEFINITIONS


     "Adverse Consequences" means all actions, suits, proceedings, hearings,
investigations, charges, complaints, claims, demands, injunctions, judgments,
orders, decrees, rulings, damages, dues, penalties, fines, costs, reasonable
amounts paid in settlement, liabilities, obligations, taxes, liens, losses,
expenses, and fees, including court costs and reasonable attorneys' fees and
expenses.

     "Affiliate" has the meaning set forth in Rule 12b-2 of the regulations
promulgated under the Securities Exchange Act.

     "Affiliated Group" means any affiliated group within the meaning of Code
1504(a).

     "Aggregate Basket" shall have the meaning set forth in Section 8(d).

     "Allocable Portion" means each Seller's respective ownership interest of
the Acquired Shares as set forth in Section 2(a) of the Agreement.

     "Business" shall mean marketing research products and services to domestic
and international markets.

     "Buyer" has the meaning set forth in the preface.

     "Buyer Ancillary Documents" means each of the agreements, certificates,
instruments and documents required to be executed and delivered by the Buyer
pursuant hereto.

     "Class A Common Stock" means the Class A common stock, $.001 par value, of
the Company.

     "Class B Common Stock" means the Class B non-voting common stock, $.001 par
value, of the Company.

     "Closing" has the meaning set forth in Section 2(f).

     "Closing Date" has the meaning set forth in Section 2(f).

     "Closing Date Balance Sheet" has the meaning set forth in Section 2(c).

     "Closing Deferred Income" shall mean the Company's deferred income
outstanding as of the Closing Date.

     "Closing Net Worth" has the meaning set forth in Section 2(c).

     "Closing Receivables" shall mean the Company's outstanding customer and
trade receivables, note receivables and other accounts receivable, less any
reserves for bad debts, as of the Closing Date.

     "Closing WIP" shall mean the Company's unbilled work in process, less any
reserves for bad debts, as of the Closing Date.

     "Code" means the Internal Revenue Code of 1986, as amended.

                                      -33-
<PAGE>
 
     "Company Ancillary Documents" means each of the agreements, certificates,
instruments and documents required to be executed and delivered by the Company
pursuant hereto.

     "Confidential Information" means any information concerning the businesses
and affairs of the Company that is not already generally available to the
public.

     "Disclosure Schedule" has the meaning set forth in Section 4.

     "Disputed Adjustments" has the meaning set forth in Section 2(c).

     "Earnout Period" has the meaning set forth in Section 2(e).

     "Employee Benefit Plan" means all employee benefit plans, employment and
severance agreements or other similar arrangements to which the Company, or any
other organization which is a member of a controlled group of organizations
(within the meaning of Sections 414(b), (c), (m) or (o) of the Code) of which
the Company is a member (the "Controlled Group"), is or ever has been a party or
by which any of them is or ever has been bound, legally or otherwise, including,
without limitation, any (1) Employee Pension Benefit Plan, (2) Employee Welfare
Benefit Plan, (3) any profit-sharing, deferred compensation, bonus, stock
option, stock purchase, pension, retainer, consulting, retirement, severance,
welfare or incentive plan, agreement or arrangement, (4) any plan, agreement or
arrangement providing for "fringe benefits" or perquisites to employees,
officers, directors or agents, including, but not limited to, benefits relating
to automobiles, clubs, vacation, child care, parenting, sabbatical, sick leave,
medical, dental, hospitalization, life insurance and other types of insurance.

     "Employee Pension Benefit Plan" has the meaning set forth in ERISA 3(2).

     "Employee Welfare Benefit Plan" has the meaning set forth in ERISA 3(1).

     "Employment Agreement(s)" shall mean the employment agreements between the
Company and each of the Sellers attached hereto as Exhibits E-1, E-2 and E-3,
respectively.

     "Encumbrance"  shall mean any claim, lien, pledge, option, charge,
easement, security interest, deed of trust, mortgage, right-of-way,
encroachment, building or use restriction, conditional sales agreement,
encumbrance or other similar third party interests, whether voluntarily incurred
or arising by operation of law, and includes, without limitation, any agreement
to give any of the foregoing in the future, and any contingent sale or other
title retention agreement or lease in the nature thereof.

     "Environmental, Health and Safety laws" means the Comprehensive
Environmental Response, Compensation and Liability Act of 1980, the Resource,
Conservation and Recovery Act of 1976, and the Occupational Safety and Health
Act of 1970, each as amended to and in effect on the Closing Date, together with
all other laws in effect on the Closing Date (including rules, regulations,
codes, plans, injunctions, judgements, orders, decrees, rulings, and charges
thereunder) of federal, state and local governments (and all agencies thereof
concerning pollution or protection of the environment, public health and safety,
or employee health and safety.

     "ERISA" means the Employee Retirement Income Security Act of 1974, as
amended.

     "Final Closing Statements" has the meaning set forth in Section 2(c).

                                      -34-
<PAGE>
 
     "Financial Statement" has the meaning set forth in Section 4(g).

     "GAAP" means United States generally accepted accounting principles as in
effect from time to time.

     "Hazardous Substance" shall have the meaning assigned to it in the
Comprehensive Environmental Response, Compensation and Liability Act of 1980, as
amended, and shall also include fuel oil and petroleum and any constituent
thereof and any petroleum-based product.

     "Indebtedness" means all indebtedness for borrowed money, including without
limitation, any promissory note, bond, indenture, loan, credit agreement or
other evidence of indebtedness, capital lease obligations, or direct or indirect
guarantee or assumption of indebtedness, liabilities or obligations of others.

     "Indemnified Party" has the meaning set forth in Section 8(d).

     "Indemnifying Party" has the meaning set forth in Section 8(d).

     "Initial Closing Statements" has the meaning set forth in Section 2(c).

     "Knowledge of the Sellers" means those facts and circumstances known to any
of the Sellers or to a director, officer or key management employee of the
Company, in each case after reasonable inquiry by such persons of those
employees of the Company who in the ordinary course of their duties would be
reasonably likely to have knowledge of the facts or circumstances in question.

     "Material Adverse Effect" means an effect upon the properties, assets,
financial condition or business of the Company which results in an Adverse
Consequence of $25,000 or more with respect to any single item, case or
occurrence (except that multiple claims (regardless of amount) arising out of
the same set of circumstances shall be deemed to be a single occurrence.

     "Method for Determining Earned Income" means the following: BAIGLOBAL Inc.
has consistently applied a method for determining earned income over the last
six years. The method uses a formula to calculate the percentage of completion
of the projects at the end of each reporting period.  The formula sets up ranges
of percentages based upon the stage of each project.  The ranges used are as
follows:

          Project has been awarded and in planning stage    20% complete
          Fieldwork has begun                               35-65% complete
          Tabulating/Data processing                        75-85% complete
          Report writing                                    90-95% complete
          Report submitted                                  100% complete

Each project has been set up with a budget which indicates an anticipated gross
profit. Management reviews the costs spent on each project, both direct "hard
costs" and professional time allocated to each project.  Earned income is
determined by first using the above ranges and then the actual costs are
subtracted to produce a preliminary gross profit for the project.  This
preliminary gross profit is compared to the anticipated gross profit of the
project's budget.  Management seeks to recognize that amount of earned income
that produces a gross profit in line with anticipated gross profit.

                                      -35-
<PAGE>
 
     "MFI Shares" means the common stock, $1.00 par value per share, of the
Buyer.  In the event of a capital reorganization or reclassification of the
Buyer's common stock, or the consolidation or merger of the Buyer with or into
another corporation, "MFI Shares" shall mean shares of capital stock or other
securities to which the holder of the Buyer's common stock would have been
entitled to as a result of such capital reorganization or reclassification of
Buyer's common stock, consolidation or merger.

     "Most Recent Financial Statements" has the meaning set forth in Section
4(g).

     "Most Recent Fiscal Month End" has the meaning set forth in Section 4(g).

     "Multiemployer Plan" has the meaning set forth in ERISA Section 3(37).

     "Ordinary Course of Business" means the ordinary course of business
consistent with past custom and practice (including with respect to quantity and
frequency).

     "Person" means an individual, a partnership, a corporation, an association,
a joint stock company, a trust, a joint venture, an unincorporated organization,
or a governmental entity (or any department, agency, or political subdivision
thereof).

     "Purchase Price" has the meaning set forth in Section 2(b).

     "Reasonable Efforts" shall mean the good faith effort that a person
ordinarily would use, apply or exercise to protect his own rights and business,
provided that when used in connection with the obtaining of a consent, approval
or other act of an unaffiliated third person or governmental authority,
"reasonable efforts" shall not require the commencement of litigation against
such third person, the acceleration of payment of any indebtedness or the
payment of money.

     "Requisite Sellers" means Sellers holding a majority in interest of the
Company Shares as set forth in Section (b) of the Disclosure Schedule.

     "Securities Act" means the Securities Act of 1933, as amended.

     "Securities Exchange Act" means the Securities Exchange Act of 1934, as
amended.

     "Seller(s)" has the meaning set forth in the preface.

     "Seller Ancillary Documents" means each of the agreements, certificates,
instruments and documents required to be executed and delivered by a Seller
pursuant hereto.

     "Subsidiary" means any Person with respect to which a specified Person (or
a Subsidiary thereof) owns a majority of the common stock or has the power to
vote or direct the voting of sufficient securities to elect a majority of the
directors.

     "Tax" means any federal, state, local, or foreign income, gross receipts,
license, payroll, employment, excise, severance, stamp, occupation, premium,
windfall profits, environmental (including taxes under Code Sec. 59A), customs
duties, capital stock, franchise, profits, withholding, social security (or
similar), unemployment, disability, real property, personal property, sales,
use, transfer, registration, value added, alternative or add-on minimum,
estimated, or other tax of any kind whatsoever, including any interest, penalty,
or addition thereto, whether disputed or not.

                                      -36-
<PAGE>
 
     "Tax Return" means any return, declaration, report, claim for refund, or
information return or statement relating to Taxes, including any schedule or
attachment thereto, and including any amendment thereof.

     "Third Party Claim" has the meaning set forth in Section 8(d).

                                      -37-

<PAGE>
 
                                                                    Exhibit 10.1

                              EMPLOYMENT AGREEMENT
                              --------------------


     This EMPLOYMENT AGREEMENT (the "Agreement") is made and entered into on
August 1, 1997 by and between BAIGlobal, Inc. a New York corporation
(hereinafter "BAIGlobal") and Kathleen Knight (hereinafter "Executive").

                              W I T N E S S E T H:
                              - - - - - - - - - - 

     WHEREAS, Executive is currently employed as the Chief Executive Officer and
President of BAIGlobal and BAIGlobal desires to continue to employ Executive on
terms which will encourage Executive's attention and dedication to BAIGlobal as
one of its key employees; and

     WHEREAS, Executive is willing to commit herself to continue to serve
BAIGlobal on the terms and conditions set forth below; and

     WHEREAS, in order to effect the foregoing, BAIGlobal and Executive wish to
enter in an employment agreement on the terms and conditions set forth below.

     NOW, THEREFORE, in consideration of the mutual covenants and promises
contained herein and other good and valuable consideration, the receipt of which
is hereby acknowledged, the parties do hereby agree as follows:

     1.  Employment.  BAIGlobal employs Executive as its Chief Executive Officer
and President, and Executive accepts such employment and agrees to continue to
serve BAIGlobal, in each case upon and subject to the terms and conditions set
forth herein, which terms and conditions shall supersede any other oral or
written employment agreement(s) entered into by and between BAIGlobal and
Executive prior to the date of this Agreement.

     2.  Term.  BAIGlobal agrees to employ Executive as provided in Section 1
hereof for a term of employment commencing on the date hereof and terminating on
June 30, 2000, unless earlier terminated in accordance with the provisions of
Section 7 hereof (the "Term of Employment").

     3.  Duties.  BAIGlobal hereby employs, engages, and hires Executive in the
capacity set forth in Section 1 hereof, and Executive hereby accepts and agrees
to such hiring, engagement and employment, subject to the general supervision
of, and pursuant to the orders, advice and direction of, BAIGlobal's Board of
Directors.  Executive shall perform such duties as are customarily performed by
one holding such position in other, same, or similar businesses or enterprises
as that engaged in by BAIGlobal, and shall also additionally render such other
and unrelated services and duties consistent with her executive officer status
in Section 1 hereof as may be assigned to her from time to time by the Board of
Directors of BAIGlobal, subject to the provisions of Section 2(e)(v) of the
Stock Purchase Agreement (as defined in Section 4(b) hereof).  Executive shall
devote all of her working time and efforts to the business and affairs of
BAIGlobal, provided that nothing herein shall prohibit Executive from (a)
engaging in personal investment activities (subject to the restrictions set
forth in Section 10(a) hereof), (b) serving as an executor, trustee or in
another fiduciary capacity, or (c) engaging in religious, charitable or other
community or non-profit activities, in each case, so long as such permitted
activities do not interfere with the performance of Executive's duties and
responsibilities under this Agreement.

                                      -1-
<PAGE>
 
     During the Term of Employment, Executive shall also serve as a director of
BAIGlobal and as a member of an executive committee of senior officers of Market
Facts, Inc. ("MFI").

     Executive shall perform such services wherever the Board of Directors of
BAIGlobal shall in good faith direct; however, Executive shall not be required
to remove her permanent residency from the Tarrytown, New York area or be absent
from such area for such extended periods as to make her continued residence in
such area not practicable.

     4.  Compensation.  In consideration of the performance of her duties under
this Agreement, Executive shall be entitled to the following:

          (a) Base Salary. BAIGlobal agrees to pay Executive a base salary
     ("Base Salary") of $200,000 per year, payable in bi-weekly installments in
     accordance with BAIGlobal's customary payroll practices, subject to all
     payroll deductions for FICA, federal, state and local taxes, as required by
     law.

          (b) Special Bonus. Subject to the limitations set forth below,
     BAIGlobal agrees to pay Executive, Robert Skolnick ("Skolnick") and Gunilla
     Broadbent ("Broadbent") a special bonus ("Special Bonus") in the aggregate
     equal to (i) fifty percent (50%) multiplied by (ii) the aggregate amount of
     BAIGlobal's EBIT (as defined below) during the period beginning on the date
     hereof and ending on December 31, 1999 in excess of $4,239,500.

     For purposes of this Agreement, BAIGlobal's EBIT shall be calculated in the
     manner set forth in Section 2(e)(ii) of the Stock Purchase Agreement dated
     July 31, 1997 by and among MFI; Executive, Skolnick, and Broadbent; and
     BAIGlobal (the "Stock Purchase Agreement").

     Executive's share of the Special Bonus will be deemed earned by Executive
     as of December 31, 1999. Executive will also be entitled to receive her
     share of the Special Bonus in the event that her employment by BAIGlobal is
     terminated prior to such date (i) by BAIGlobal without cause pursuant to
     Section 7(a)(i) hereof, or (ii) by reason of Executive's death or
     Disability as provided in Sections 7(a)(iii) and 7(a)(iv) hereof.
     Notwithstanding the above, Executive shall not be eligible to receive her
     share of the Special Bonus in the event that her employment with BAIGlobal
     is terminated by BAIGlobal for Cause (as defined in Section 7(a)(v) hereof)
     or Executive voluntarily terminates her employment with BAIGlobal on or
     prior to December 31, 1999 pursuant to Section 7(a)(ii) hereof.

     The Special Bonus shall be paid to Executive, Skolnick and Broadbent in the
     following percentages: Executive forty-five percent (45%), Skolnick thirty
     percent (30%) and Broadbent twenty-five percent (25%), provided that in the
     event one or more of these individuals is not eligible to receive the
     Special Bonus as provided above, the full amount of the Special Bonus will
     be paid to those individuals entitled to receive their full share of the
     Special Bonus in proportion to their initial share of the Special Bonus, as
     indicated above. If none of Executive, Skolnick nor Broadbent is eligible
     to receive the Special Bonus, no amount will be paid. The portion of the
     Special Bonus, if any, payable to Executive shall be paid by BAIGlobal to
     Executive no later than June 30, 2000.

     In the event that BAIGlobal proposes to sell or otherwise transfer all or
     substantially all of its assets to an unaffiliated third party prior to the
     time when the Special

                                      -2-
<PAGE>
 
     Bonus, if any, has been paid or the amount of the Special Bonus, if any, is
     finally determined, then such transaction shall be conditioned upon such
     third party's express assumption of BAIGlobal's obligations under this
     Section 4(b).

     5.  Expenses.  BAIGlobal shall reimburse Executive for all reasonable and
necessary business expenses (including customary expenditures for travel, meals,
hotel accommodations, and the like) incurred in the course of her employment
hereunder, provided that such expenses are incurred and accounted for in
accordance with the policies and procedures established from time to time by MFI
for the reimbursement of business expenses.

     6.  Executive Benefits.  Executive shall be entitled to participate in all
employee benefit plans maintained by BAIGlobal in accordance with the terms of
those programs, and this Agreement is not intended to be in lieu of any rights,
benefits and privileges to which Executive may be entitled under any such
programs as may now be in effect or may hereafter be adopted, provided that at
all times during the Term of Employment, Executive shall be entitled to receive
the benefits set forth on Schedule A hereto.

     7.  Termination.

     (a) Basis.  Executive's employment may be terminated hereunder by BAIGlobal
or Executive prior to the expiration of the Term of Employment without any
breach of this Agreement under the following circumstances and subject to the
provisions set forth elsewhere herein:

          (i) BAIGlobal, Without Cause. After December 31, 1999, BAIGlobal may
     terminate Executive's employment hereunder at any time by not less than
     ninety (90) days prior written notice to Executive.

          (ii) Executive, Without Cause. Executive may terminate her employment
     hereunder at any time by giving BAIGlobal not less than ninety (90) days
     prior written notice.

          (iii) Death. Executive's employment hereunder shall terminate upon her
     death.

          (iv) Disability. BAIGlobal may terminate Executive's employment
     hereunder at any time in the event Executive becomes disabled. For purposes
     herein, Executive shall be deemed to be "Disabled" at such time as (A)
     Executive is deemed to be permanently disabled under the terms of
     BAIGlobal's long-term disability coverage, or (B) in absence of such
     coverage, Executive's inability to substantially perform her normal duties
     for sixteen (16) weeks (not necessarily continuous or calendar weeks)
     during any twelve (12) successive months. In the event of a dispute as to
     Executive's inability to perform her duties, BAIGlobal may refer the same
     to a licensed practicing physician of BAIGlobal's choice and reasonably
     acceptable to Executive, and Executive agrees to submit to such tests and
     examination as such physician shall deem appropriate.

          (v) BAIGlobal, For Cause. BAIGlobal may terminate Executive's
     employment hereunder at any time for Cause. "Cause" shall mean (a) an act
     of proven fraud or dishonesty of the part of Executive, or (b) a willful
     and material breach of this Agreement by Executive, which breach has not
     been cured and

                                      -3-
<PAGE>
 
     remedied by Executive within sixty (60) days after written notice from
     BAIGlobal's Board of Directors to Executive describing such breach in
     reasonable detail.

          (vi) By Mutual Agreement. This Agreement may be terminated at any time
     by the mutual agreement of the parties. Any such termination shall be
     approved by BAIGlobal's Board of Directors and memorialized by an agreement
     which is reduced to writing and signed by Executive and a duly authorized
     officer of BAIGlobal.

     (b) Notice of Termination.  Any termination of Executive's employment by
BAIGlobal or by Executive pursuant to Section 7 hereof (other than pursuant to
Section 7(a)(iii) above) shall be communicated by written Notice of Termination
to the other party hereto.  For purposes of this Agreement, a "Notice of
Termination" shall mean a notice which shall indicate the specific termination
provision in this Agreement relied upon and shall set forth in reasonable detail
the facts and circumstances claimed to provide a basis for termination of
Executive's employment if such termination is pursuant to clauses (iv) or (v) of
Section 7(a).

     (c) Date of Termination.  For purposes of this Agreement, "Date of
Termination" shall mean the earlier of (i) June 30, 2000, (ii) if such
termination is pursuant to Section 7(a)(ii) hereof, the date specified in the
Notice of Termination as the last day of Executive's employment or, if no such
date is specified, on the 90th day following Notice of Termination, (iii) if
such termination is pursuant to Section 7(a)(iii) hereof, the date of
Executive's death, and (iv) in all other cases, the date specified in the Notice
of Termination as the last day of Executive's employment or, if no date is
specified, at the end of the month in which the Notice of Termination is given.

     8.  Rights Upon Termination.  Upon the termination of Executive's
employment pursuant to Section 7 hereof:

     (a) If Executive's employment is terminated other than pursuant to Section
7(a)(v) herein, BAIGlobal shall pay to Executive the unpaid portion of any Base
Salary due and payable to Executive to the Date of Termination.  In addition, if
Executive's employment is terminated other than pursuant to Sections 7(a)(iii)
or (v) herein, Executive shall receive the Base Salary payable to Executive
under Section 4(a) above at the intervals provided therein, from the Date of
Termination to the respective date set forth below:

          (i) if Executive's employment is terminated pursuant to the provisions
     of Section 7(a)(i) hereof, until June 30, 2000;

          (ii) if Executive's employment is terminated pursuant to the
     provisions of Section 7(a)(ii) hereof, until the date specified in the
     Notice of Termination or if no such termination date is specified, until
     the 90th day after the date of the Notice of Termination (or such earlier
     applicable date as may be provided herein);

          (iii) if Executive's employment is terminated pursuant to the
     provisions of Section 7(a)(iv) by reason of Executive's Disability, then
     until the earlier of June 30, 2000 or the first anniversary of the Date of
     Termination, Executive shall be entitled to receive such portion of Base
     Salary as would have been paid to Executive pursuant to BAIGlobal's
     disability programs then in effect, if such Notice of Termination had not
     been given by BAIGlobal; and

                                      -4-
<PAGE>
 
          (iv) if Executive's employment is terminated pursuant to the
     provisions of Section 7(a)(vi), the termination date mutually agreed by
     BAIGlobal and Executive.

     (b) Executive shall be entitled to payment of her share of the Special
Bonus set forth in Section 4(b) to the extent provided therein.

     (c) If Executive's employment is terminated by her death, or if Executive's
death shall occur prior to her receipt of the payments provided for in Section
8(a) or (b) above, such payment(s) shall be paid to Executive's designated
beneficiary, or if he or she predeceases Executive, to Executive's estate.

     9.  Executive's Ability to Contract for Company.  To the extent Executive
is so authorized by BAIGlobal's Board of Directors, and until the earlier of
June 30, 2000 and such time as a Notice of Termination is given pursuant to
Section 7(b) hereof, Executive shall have the right to make any contracts or
commitments for or on behalf of BAIGlobal, to sign or endorse any commercial
paper, contracts, advertisements, or instrument of any nature, and to enter into
any obligation binding BAIGlobal to the payment of money or otherwise.

     10.  Non-Competition.  Except as provided in the last paragraph of this
Section 10, Executive agrees that during her employment with BAIGlobal and for a
period of one (1) year following the Date of Termination, Executive shall not,
directly or indirectly:

     (a) own, manage, operate, control, be employed by, or participate in, the
ownership, management, operation or control of any business similar to or
competitive with the type of business conducted by MFI or BAIGlobal at any time
during Executive's employment with BAIGlobal, or by aid to others do anything
which would tend to divert from MFI or BAIGlobal any trade or business, provided
that this restriction shall not prevent Executive from owning up to five percent
(5%) of the securities of any entity whose securities are traded on a recognized
securities exchange or listed on a daily basis by the NASDAQ system;

     (b) solicit or otherwise attempt to induce any clients of MFI or BAIGlobal
on whose account Executive has worked during the two (2) years prior to the
termination of Executive's employment to terminate their relationship with MFI
or BAIGlobal or otherwise divert from MFI or BAIGlobal and/or its affiliates any
trade or business being conducted by such customers with MFI or BAIGlobal or
otherwise provide any services similar to the services provided by MFI or
BAIGlobal to such customers; or

     (c) recruit, solicit or otherwise induce or influence any employee or agent
of MFI or BAIGlobal to terminate their employment or agency relationship with
MFI or BAIGlobal, or employ, seek to employ, or cause any other business
competitive to MFI or BAIGlobal to employ or seek to employ, any person who is
then (or was at any time within the six months prior thereto) employed by MFI or
BAIGlobal.

     Notwithstanding the above, the provisions of this Section 10 shall
terminate as of June 30, 2000 if Executive's employment is terminated by
BAIGlobal without cause pursuant to Section 7(a)(i) hereof prior to such date.

                                      -5-
<PAGE>
 
     11.  Confidential Information.  Executive recognizes that as a member of
MFI's executive committee and as a key member of the management of BAIGlobal,
Executive has and will continue to occupy a position of trust with respect to
business information of a secret or confidential nature of MFI and/or BAIGlobal
or any of their subsidiaries or affiliates and which has been or will be used by
or imparted to Executive from time to time in the course of Executive's duties.
Executive therefore agrees that:

     (a) Executive shall not at any time during the term of this Agreement or
thereafter, except in the performance of her duties hereunder, use or disclose
directly or indirectly to any third person any such information, except to the
extent disclosure of such information is required by applicable law.

     (b) Executive shall return promptly on the termination of Executive's
employment for whatever reason (or in the event of Executive's death,
Executive's personal representative shall return) to MFI and/or BAIGlobal at its
direction and expense any and all copies of records, drawings, writings,
blueprints, materials, memoranda and other data pertaining to such secret or
confidential information.

     (c) The term "information of a secret or confidential nature" means
information of any nature and in any form which at the time or times concerned
is not generally known to those persons engaged in businesses similar to those
conducted or contemplated by MFI and/or BAIGlobal which relates to any one or
more of the aspects of MFI's and/or BAIGlobal's business, including, but not
limited to, tests, test procedures, test programs and systems, patents and
patent applications; copyrights or copyright applications, inventions and
improvements, whether patentable or not; writings whether copyrightable or not;
development projects; machines; machine designs and the materials for machines;
policies, processes, formulas, techniques, know-how, data, data bases, computer
designs, computer programs whether embodied in source or object code, computer
languages or formats and other facts relating to design, construction,
development utilization, manufacturing or servicing of machines or programs or
relating to materials for machines or programs; to plant layout or to plant
operations; policies, processes, formulas, techniques, know-how and other facts
relating to sales, marketing advertising, promotions, financial matters,
customers, customer lists, customers' purchases, or requirements, and other
trade secrets, both tangible and intangible, in writing and orally imparted.
Notwithstanding the above, the term "information of a secret or confidential
nature" does not include information which (i) was or becomes generally
available to the public through no fault of Executive, (ii) was rightfully in
Executive's possession prior to the disclosure of such information to Executive,
or (iii) was or becomes available to Executive on a non-confidential basis by a
third party who is not under any obligation of confidentiality with respect to
such information.
 
     12.  Intellectual Property Rights.

     (a) MFI and/or BAIGlobal shall have all rights including international
priority rights in:  all tests, procedures, inventions, developments and
discoveries, whether or not patentable, and all suggestions, proposals, computer
programs and writings, including any copyright interests therein, which
Executive authors, conceives or makes, either solely or jointly with others
during her employment with MFI and/or BAIGlobal which: (i) relate to any
subject matter with which Executive's work for MFI and/or BAIGlobal may be
concerned; (ii) relate to the business products or services or actual or
demonstrably anticipated research or development projects of MFI and/or
BAIGlobal; (iii) involve the use of the time, equipment, materials or facilities
of MFI and/or BAIGlobal; or (iv) relate or are applicable to any phase of MFI's
or BAIGlobal's business.  Further, Executive agrees to

                                      -6-
<PAGE>
 
execute all documents and to take all actions as may be necessary in order to
assign all rights to or otherwise vest good title to MFI or BAIGlobal in the
property and proprietary rights described in this subparagraph (a).

     (b) MFI and BAIGlobal shall have no rights in inventions and writings made
or conceived by Executive prior to her employment with BAIGlobal which are:  (i)
embodied in a United States Letters Patent, Copyright Registration or an
application for United States Letters Patent or Copyright Registration filed
prior to the commencement of her employment; or (ii) owned by a former employer
prior to Executive's employment by BAIGlobal; or (iii) disclosed in detail in a
writing attached hereto or provided to BAIGlobal within one (1) week after the
execution hereof.  The acceptance of such disclosure by BAIGlobal shall not
create a confidential relationship.

     In addition to the foregoing, MFI and BAIGlobal shall have no rights in any
inventions made or conceived by Executive which do not involve any equipment,
supplies, facilities or materials of MFI or BAIGlobal and which are developed
entirely on Executive's own time unless:  (i) the invention relates to the
business, products or services of MFI and/or BAIGlobal; (ii) the invention
relates to actual or demonstrably anticipated research or development projects
of MFI and/or BAIGlobal, or (iii) the invention results from any services
performed by Executive for MFI and/or BAIGlobal.

     (c) Executive will disclose promptly in writing to BAIGlobal all ideas,
inventions, improvements, discoveries and writings, whether or not patentable or
copyrightable, made or conceived by her either solely or in collaboration with
others during her employment with BAIGlobal, whether or not during regular
working hours, and, if based on confidential information as defined in Section
11(c) hereof, within one (1) year thereafter, if such inventions or writings
relate to either: (i) the subject of Executive's work for MFI or BAIGlobal;
(ii) products, projects, programs or business of MFI or BAIGlobal of which
Executive had knowledge in the course of Executive's work or otherwise; or (iii)
any business of MFI or BAIGlobal during Executive's employment.

     (d) Executive shall maintain for disclosure to MFI and/or BAIGlobal
complete written records of all such inventions and writings.  Such records
shall bear dates and signatures and show (i) the full nature thereof, and (ii)
the critical dates pertaining to conception, development, reduction to practice,
and embodiment in a tangible form.  Such records shall be the sole property of
and be readily available to MFI and BAIGlobal.

     (e) Executive will, during the term of her employment and thereafter, at
the request of MFI or BAIGlobal and without expense to Executive:  (i) cooperate
in the procurement in the name of Executive of patent, utility model, design and
copyright protection to cover such inventions and writings, including the
execution of domestic, foreign, divisional, continuing and re-issue applications
for Letters Patent, Utility Models, Designs and Copyright Registrations and
assignments thereof; and (ii) execute all documents, make all rightful oaths,
testify in all proceedings in Government Offices or in the Courts concerning
such inventions and writings, and generally do everything lawfully possible in
any controversy or otherwise to aid MFI and/or BAIGlobal to obtain, enjoy and
enforce proper protection of such property.

     13.  Remedy.  Executive understands that BAIGlobal would not have any
adequate remedy at law for the material breach or threatened breach by Executive
of any one or more of the covenants set forth in Section 10, 11 and 12 of this
Agreement and agrees that in the event of any such material breach or threatened
breach, BAIGlobal shall be entitled to preliminary and permanent injunctive
relief without bond in any court of

                                      -7-
<PAGE>
 
competent jurisdiction, which rights shall be cumulative and in addition to any
other rights or remedies to which BAIGlobal may be entitled.

     14.  Headings.  The headings of the sections and subsections of this
Agreement are inserted for convenience of reference only and shall not
constitute a part hereof.

     15.  Counterparts.  This Agreement may be executed in counterparts, each of
which shall be deemed an original.

     16.  Assignment.  This Agreement shall not be assignable by either party
without the express written consent of the other party hereto.

     17.  Amendment and Modification.  No amendment or modification of the terms
of this Agreement shall be binding upon either party unless approved by
BAIGlobal's Board of Directors and reduced to writing and signed by Executive
and a duly authorized officer of BAIGlobal.

     18.  Notices.  All notices, requests, demands and other communications
required or permitted to be given hereunder shall be by hand-delivery, certified
mail, return receipt requested; telecopier; or overnight courier to the parties
set forth below.  Such notices shall be deemed given: at the time personally
delivered, if delivered by hand or by courier; at the time received, if sent
certified mail; and when sent, if telecopied.

     If to BAIGlobal:       c/o Market Facts, Inc.
                            3040 West Salt Creek Lane
                            Arlington Heights, Illinois 60005
                            Attention: President
                            Telecopier No.: (847) 590-7010

     If to Executive        8 Sarven Court
                            Tarrytown, New York 10591
                            Telecopier No.: ____________________

Either addressee may change its (her) address upon prior written notice.

     19.  Entire Agreement.  This Agreement contains the entire agreement
between Executive and BAIGlobal with respect to the subject matter hereof and
supersedes any and all previous agreements, written or oral, between the parties
relating to the subject matter hereof.

     20.  Severability.  The provisions of this Agreement shall be severable.
The unenforceability or invalidity of any one or more provisions, clauses, or
sentences hereof shall not render any other provision, clause or sentence herein
contained unenforceable or invalid.  The portion of the Agreement which is not
invalid or unenforceable shall be considered enforceable and binding on the
parties and the invalid or unenforceable provision(s), clauses(s) or sentence(s)
shall be deemed excised, modified or restricted to the extent necessary to
render the same valid and enforceable, and this Agreement shall be construed as
if such invalid or unenforceable provision(s), clause(s), or sentence(s) were
omitted.

                                      -8-
<PAGE>
 
     21.  Governing Law.  This Agreement shall be governed, construed and
enforced in accordance with the internal laws of the State of New York,
excluding any choice of law rules which may direct the application of the laws
of another jurisdiction.

     IN WITNESS WHEREOF, the parties hereto have executed this Agreement in
duplicate on the date first above written.


                                      BAIGlobal, Inc.


                                      By: /s/ Robert Skolnick
                                         ---------------------
                                      Robert Skolnick
                                      Executive Vice President



                                      /s/ Kathleen Knight
                                      -------------------------
                                      Kathleen Knight

                                      -9-

<PAGE>
 
                                                                    Exhibit 10.2

                              EMPLOYMENT AGREEMENT
                              --------------------


     This EMPLOYMENT AGREEMENT (the "Agreement") is made and entered into on
August 1, 1997 by and between BAIGlobal, Inc. a New York corporation
(hereinafter "BAIGlobal") and Robert Skolnick (hereinafter "Executive").

                              W I T N E S S E T H:
                              - - - - - - - - - - 

     WHEREAS, Executive is currently employed as the Executive Vice President of
BAIGlobal and BAIGlobal desires to continue to employ Executive on terms which
will encourage Executive's attention and dedication to BAIGlobal as one of its
key employees; and

     WHEREAS, Executive is willing to commit himself to continue to serve
BAIGlobal on the terms and conditions set forth below; and

     WHEREAS, in order to effect the foregoing, BAIGlobal and Executive wish to
enter in an employment agreement on the terms and conditions set forth below.

     NOW, THEREFORE, in consideration of the mutual covenants and promises
contained herein and other good and valuable consideration, the receipt of which
is hereby acknowledged, the parties do hereby agree as follows:

     1.  Employment.  BAIGlobal employs Executive as its Executive Vice
President, and Executive accepts such employment and agrees to continue to serve
BAIGlobal, in each case upon and subject to the terms and conditions set forth
herein, which terms and conditions shall supersede any other oral or written
employment agreement(s) entered into by and between BAIGlobal and Executive
prior to the date of this Agreement.

     2.  Term.  BAIGlobal agrees to employ Executive as provided in Section 1
hereof for an initial term of employment commencing on the date hereof through
December 31, 2000 (the "Initial Term") and continuing thereafter unless and
until terminated in accordance with the provisions of Section 7 hereof (the
"Term of Employment").

     3.  Duties.  BAIGlobal hereby employs, engages, and hires Executive in the
capacity set forth in Section 1 hereof, and Executive hereby accepts and agrees
to such hiring, engagement and employment, subject to the general supervision
of, and pursuant to the orders, advice and direction of, BAIGlobal's Board of
Directors.  Executive shall perform such duties as are customarily performed by
one holding such position in other, same, or similar businesses or enterprises
as that engaged in by BAIGlobal, and shall also additionally render such other
and unrelated services and duties consistent with his executive officer status
in Section 1 hereof as may be assigned to him from time to time by the Board of
Directors of BAIGlobal, subject to the provisions of Section 2(e)(v) of the
Stock Purchase Agreement (as defined in Section 4(b) hereof).  Executive shall
devote all of his working time and efforts to the business and affairs of
BAIGlobal, provided that nothing herein shall prohibit Executive from (a)
engaging in personal investment activities (subject to the restrictions set
forth in Section 10(a) hereof), (b) serving as an executor, trustee or in
another fiduciary capacity, or (c) engaging in religious, charitable or other
community or non-profit activities, in each case, so long as such permitted
activities do not interfere with the performance of Executive's duties and
responsibilities under this Agreement.

                                      -1-
<PAGE>
 
     During the term of Employment, Executive shall also serve as a director of
BAIGlobal.

     Executive shall perform such services wherever the Board of Directors of
BAIGlobal shall in good faith direct; however, Executive shall not be required
to remove his permanent residency from the New York, New York area or be absent
from such area for such extended periods as to make his continued residence in
such area not practicable.

     4.  Compensation.  In consideration of the performance of his duties under
this Agreement, Executive shall be entitled to the following:

          (a) Base Salary. BAIGlobal agrees to pay Executive a base salary
     ("Base Salary") of $175,000 per year, payable in bi-weekly installments in
     accordance with BAIGlobal's customary payroll practices, subject to all
     payroll deductions for FICA, federal, state and local taxes, as required by
     law.

          (b) Performance Bonus. For each of the bonus periods listed below,
     BAIGlobal agrees to pay Executive the bonus amount indicated below for such
     period in the event that BAIGlobal's EBIT (as defined below) for such bonus
     period equals or exceeds the EBIT Target listed below such period.

<TABLE>
<CAPTION>
 
          Bonus Period           EBIT Target   Bonus Amount
          ------------           -----------   ------------
          <S>                    <C>           <C>
 
          The date hereof to
          December 31, 1997      $  710,500       $12,500
 
          1998                   $1,641,000       $25,000
 
          1999                   $1,888,000       $25,000
</TABLE>

     For purposes of this Agreement, BAIGlobal's EBIT shall be calculated in the
     manner set forth in Section 2(e)(ii) of the Stock Purchase Agreement dated
     July 31, 1997 by and among Market Facts, Inc. ("MFI"); Kathleen Knight
     ("Knight"), Executive, and Gunilla Broadbent ("Broadbent"); and BAIGlobal
     (the "Stock Purchase Agreement").

     The performance bonus, if any, will be deemed to be earned by Executive as
     of the end of each bonus period, provided Executive is employed by
     BAIGlobal on each such date, and will be paid by BAIGlobal to Executive no
     later than six (6) months after the end of each such bonus period.

          (c) Special Bonus. Subject to the limitations set forth below,
     BAIGlobal agrees to pay Knight, Executive and Broadbent a special bonus
     ("Special Bonus") in the aggregate equal to (i) fifty percent (50%)
     multiplied by (ii) the aggregate amount of BAIGlobal's EBIT (as defined
     above) during the period beginning on the date hereof and ending on
     December 31, 1999 in excess of $4,239,500.

     Executive's share of the Special Bonus will be deemed earned by Executive
     as of December 31, 1999. Executive will also be entitled to receive his
     share of the Special Bonus in the event that his employment by BAIGlobal is
     terminated prior to such date (i) by BAIGlobal without cause pursuant to
     Section 7(a)(i) hereof, or (ii) by reason of Executive's death or
     Disability as provided in Sections 7(a)(iii) and 7(a)(iv) hereof.
     Notwithstanding the above, Executive shall not be eligible to receive his
     share of the Special Bonus in the event that his employment with BAIGlobal
     is

                                      -2-
<PAGE>
 
     terminated by BAIGlobal for Cause (as defined in Section 7(a)(v) hereof) or
     Executive voluntarily terminates his employment with BAIGlobal on or prior
     to December 31, 1999 pursuant to Section 7(a)(ii) hereof.

     The Special Bonus shall be paid to Knight, Executive and Broadbent in the
     following percentages: Knight forty-five percent (45%), Executive thirty
     percent (30%) and Broadbent twenty-five percent (25%), provided that in the
     event one or more of these individuals is not eligible to receive the
     Special Bonus as provided above, the full amount of the Special Bonus will
     be paid to those individuals entitled to receive their full share of the
     Special Bonus in proportion to their initial share of the Special Bonus, as
     indicated above. If none of Knight, Executive nor Broadbent is eligible to
     receive the Special Bonus, no amount will be paid. The portion of the
     Special Bonus, if any, payable to Executive shall be paid by BAIGlobal to
     Executive no later than June 30, 2000.

     In the event that BAIGlobal proposes to sell or otherwise transfer all or
     substantially all of its assets to an unaffiliated third party prior to the
     time when the Special Bonus, if any, has been paid or the amount of the
     Special Bonus, if any, is finally determined, then such transaction shall
     be conditioned upon such third party's express assumption of BAIGlobal's
     obligations under this Section 4(c).

          (d) Other Bonus. Based upon MFI's performance and Executive's
     individual performance and at the sole discretion of MFI's Board of
     Directors, Executive shall be eligible for a bonus for the year ended
     December 31, 2000, consistent with the provisions and goals set by MFI's
     Board of Directors for such bonus year, and shall be entitled to
     participate in other stock and bonus compensation programs and arrangements
     of MFI for such year, in each case, on a basis comparable to that available
     to other officers of MFI with similar responsibilities and duties.

     5.  Expenses.  BAIGlobal shall reimburse Executive for all reasonable and
necessary business expenses (including customary expenditures for travel, meals,
hotel accommodations, and the like) incurred in the course of his employment
hereunder, provided that such expenses are incurred and accounted for in
accordance with the policies and procedures established from time to time by MFI
for the reimbursement of business expenses.

     6.  Executive Benefits.  Executive shall be entitled to participate in all
employee benefit plans maintained by BAIGlobal in accordance with the terms of
those programs, and this Agreement is not intended to be in lieu of any rights,
benefits and privileges to which Executive may be entitled under any such
programs as may now be in effect or may hereafter be adopted, provided that at
all times during the Term of Employment, Executive shall be entitled to receive
the benefits set forth on Schedule A hereto.

     7.  Termination.

     (a)  Basis.  Executive's employment may be terminated hereunder by
BAIGlobal or Executive without any breach of this Agreement under the following
circumstances and subject to the provisions set forth elsewhere herein:

                                      -3-
<PAGE>
 
          (i) BAIGlobal, Without Cause. After December 31, 1999, BAIGlobal may
     terminate Executive's employment hereunder at any time by not less than
     ninety (90) days prior written notice to Executive.

          (ii) Executive, Without Cause. Executive may terminate his employment
     hereunder at any time by giving BAIGlobal not less than ninety (90) days
     prior written notice.

          (iii) Death. Executive's employment hereunder shall terminate upon his
     death.

          (iv) Disability. BAIGlobal may terminate Executive's employment
     hereunder at any time in the event Executive becomes disabled. For purposes
     herein, Executive shall be deemed to be "Disabled" at such time as (A)
     Executive is deemed to be permanently disabled under the terms of
     BAIGlobal's long-term disability coverage, or (B) in absence of such
     coverage, Executive's inability to substantially perform his normal duties
     for sixteen (16) weeks (not necessarily continuous or calendar weeks)
     during any twelve (12) successive months. In the event of a dispute as to
     Executive's inability to perform his duties, BAIGlobal may refer the same
     to a licensed practicing physician of BAIGlobal's choice and reasonably
     acceptable to Executive, and Executive agrees to submit to such tests and
     examination as such physician shall deem appropriate.

          (v) BAIGlobal, For Cause. BAIGlobal may terminate Executive's
     employment hereunder at any time for Cause. "Cause" shall mean (a) an act
     of proven fraud or dishonesty of the part of Executive, or (b) a willful
     and material breach of this Agreement by the Executive, which breach has
     not been cured and remedied by Executive within sixty (60) days after
     written notice from BAIGlobal's Board of Directors to Executive describing
     such breach in reasonable detail.

          (vi) By Mutual Agreement. This Agreement may be terminated at any time
     by the mutual agreement of the parties. Any such termination shall be
     approved by BAIGlobal's Board of Directors and memorialized by an agreement
     which is reduced to writing and signed by Executive and a duly authorized
     officer of BAIGlobal.

     (b) Notice of Termination.  Any termination of Executive's employment by
BAIGlobal or by Executive (other than pursuant to Section 7(a)(iii) above) shall
be communicated by written Notice of Termination to the other party hereto.  For
purposes of this Agreement, a "Notice of Termination" shall mean a notice which
shall indicate the specific termination provision in this Agreement relied upon
and shall set forth in reasonable detail the facts and circumstances claimed to
provide a basis for termination of Executive's employment if such termination is
pursuant to clauses (iv) or (v) of Section 7(a).

     (c) Date of Termination.  For purposes of this Agreement, "Date of
Termination" shall mean (i) if such termination is pursuant to Section 7(a)(ii)
hereof, the date specified in the Notice of Termination as the last day of
Executive's employment or, if no such date is specified, on the 90th day
following Notice of Termination, (ii) if such termination is pursuant to Section
7(a)(iii) hereof, the date of Executive's death, and (iii) in all other cases,
the date specified in the Notice of Termination as the last day of Executive's
employment or, if no date is specified, at the end of the month in which the
Notice of Termination is given.

                                      -4-
<PAGE>
 
     8.  Rights Upon Termination.  Upon the termination of Executive's
employment pursuant to Section 7 hereof:

     (a) If Executive's employment is terminated other than pursuant to Section
7(a)(v) herein, BAIGlobal shall pay to Executive the unpaid portion of any Base
Salary due and payable to Executive to the Date of Termination.  In addition, if
Executive's employment is terminated other than pursuant to Sections 7(a)(iii)
or (v) herein, Executive shall receive the Base Salary payable to Executive
under Section 4(a) above at the intervals provided therein, from the Date of
Termination to the respective date set forth below:

          (i) if Executive's employment is terminated pursuant to the provisions
     of Section 7(a)(i) hereof, later of the one (1) year anniversary date of
     the date of the Notice of Termination and the expiration of the Initial
     Term;

          (ii) if Executive's employment is terminated pursuant to the
     provisions of Section 7(a)(ii) hereof, until the date specified in the
     Notice of Termination or if no such termination date is specified, until
     the 90th day after the date of the Notice of Termination (or such earlier
     applicable date as may be provided herein);

          (iii) if Executive's employment is terminated pursuant to the
     provisions of Section 7(a)(iv) by reason of Executive's Disability, then
     until the first anniversary of the Date of Termination, Executive shall be
     entitled to receive such portion of Base Salary as would have been paid to
     Executive pursuant to BAIGlobal's disability programs then in effect, if
     such Notice of Termination had not been given by BAIGlobal; and

          (iv) if Executive's employment is terminated pursuant to the
     provisions of Section 7(a)(vi), the termination date mutually agreed by
     BAIGlobal and Executive.

     (b) Executive shall be entitled to payment of the performance bonus set for
in Section 4(b) hereof and his share of the Special Bonus set forth in Section
4(c) to the extent provided therein.

     (c) If Executive's employment is terminated by his death, or if Executive's
death shall occur prior to his receipt of the payments provided for in Section
8(a) or (b) above, such payment(s) shall be paid to Executive's designated
beneficiary, or if he or she predeceases Executive, to Executive's estate.

     9.  Executive's Ability to Contract for Company.  To the extent Executive
is so authorized by BAIGlobal's Board of Directors, and until such time as a
Notice of Termination is given pursuant to Section 7(b) hereof, Executive shall
have the right to make any contracts or commitments for or on behalf of
BAIGlobal, to sign or endorse any commercial paper, contracts, advertisements,
or instrument of any nature, and to enter into any obligation binding BAIGlobal
to the payment of money or otherwise.

     10.  Non-Competition.  Except as provided in the last paragraph of this
Section 10, Executive agrees that during his employment with BAIGlobal and for a
period of one (1) year following the Date of Termination, Executive shall not,
directly or indirectly:

                                      -5-
<PAGE>
 
     (a) own, manage, operate, control, be employed by, or participate in, the
ownership, management, operation or control of any business similar to or
competitive with the type of business conducted by MFI or BAIGlobal at any time
during Executive's employment with BAIGlobal, or by aid to others do anything
which would tend to divert from MFI or BAIGlobal any trade or business, provided
that this restriction shall not prevent Executive from owning up to five percent
(5%) of the securities of any entity whose securities are traded on a recognized
securities exchange or listed on a daily basis by the NASDAQ system;

     (b) solicit or otherwise attempt to induce any clients of MFI or BAIGlobal
on whose account Executive has worked during the two (2) years prior to the
termination of Executive's employment to terminate their relationship with MFI
or BAIGlobal or otherwise divert from MFI or BAIGlobal and/or its affiliates any
trade or business being conducted by such customers with MFI or BAIGlobal or
otherwise provide any services similar to the services provided by MFI or
BAIGlobal to such customers; or

     (c) recruit, solicit or otherwise induce or influence any employee or agent
of MFI or BAIGlobal to terminate their employment or agency relationship with
MFI or BAIGlobal, or employ, seek to employ, or cause any other business
competitive to MFI or BAIGlobal to employ or seek to employ, any person who is
then (or was at any time within the six months prior thereto) employed by MFI or
BAIGlobal.

     Notwithstanding the above, the provisions of this Section 10 shall
terminate as of December 31, 2000 if Executive's employment is terminated by
BAIGlobal without cause pursuant to Section 7(a)(i) hereof prior to such date.

     11.  Confidential Information.  Executive recognizes that as a key member
of the management of BAIGlobal, Executive has and will continue to occupy a
position of trust with respect to business information of a secret or
confidential nature of MFI and/or BAIGlobal or any of its subsidiaries or
affiliates and which has been or will be used by or imparted to Executive from
time to time in the course of Executive's duties.  Executive therefore agrees
that:

     (a) Executive shall not at any time during the term of this Agreement or
thereafter, except in the performance of his duties hereunder, use or disclose
directly or indirectly to any third person any such information, except to the
extent disclosure of such information is required by applicable law.

     (b) Executive shall return promptly on the termination of Executive's
employment for whatever reason (or in the event of Executive's death,
Executive's personal representative shall return) to MFI and/or BAIGlobal at its
direction and expense any and all copies of records, drawings, writings,
blueprints, materials, memoranda and other data pertaining to such secret or
confidential information.

     (c) The term "information of a secret or confidential nature" means
information of any nature and in any form which at the time or times concerned
is not generally known to those persons engaged in businesses similar to those
conducted or contemplated by MFI and/or BAIGlobal which relates to any one or
more of the aspects of MFI and/or BAIGlobal's business, including, but not
limited to, tests, test procedures, test programs and systems, patents and
patent applications; copyrights or copyright applications, inventions and
improvements, whether patentable or not; writings whether copyrightable or not;
development projects; machines; machine designs and the materials for machines;
policies, processes, formulas, techniques, know-how, data, data bases, computer
designs,

                                      -6-
<PAGE>
 
computer programs whether embodied in source or object code, computer languages
or formats and other facts relating to design, construction, development
utilization, manufacturing or servicing of machines or programs or relating to
materials for machines or programs; to plant layout or to plant operations;
policies, processes, formulas, techniques, know-how and other facts relating to
sales, marketing advertising, promotions, financial matters, customers, customer
lists, customers' purchases, or requirements, and other trade secrets, both
tangible and intangible, in writing and orally imparted.  Notwithstanding the
above, the term "information of a secret or confidential nature" does not
include information which (i) was or becomes generally available to the public
through no fault of Executive, (ii) was rightfully in Executive's possession
prior to the disclosure of such information to Executive, or (iii) was or
becomes available to Executive on a non-confidential basis by a third party who
is not under any obligation of confidentiality with respect to such information.

     12.  Intellectual Property Rights.

     (a) MFI and/or BAIGlobal shall have all rights including international
priority rights in:  all tests, procedures, inventions, developments and
discoveries, whether or not patentable, and all suggestions, proposals, computer
programs and writings, including any copyright interests therein, which
Executive authors, conceives or makes, either solely or jointly with others
during his employment with MFI and/or BAIGlobal which:  (i) relate to any
subject matter with which Executive's work for MFI and/or BAIGlobal may be
concerned; (ii) relate to the business products or services or actual or
demonstrably anticipated research or development projects of MFI and/or
BAIGlobal; (iii) involve the use of the time, equipment, materials or facilities
of MFI and/or BAIGlobal; or (iv) relate or are applicable to any phase of MFI
and/or BAIGlobal's business.  Further, Executive agrees to execute all documents
and to take all actions as may be necessary in order to assign all rights to or
otherwise vest good title to MFI or BAIGlobal in the property and proprietary
rights described in this subparagraph (a).

     (b) MFI and BAIGlobal shall have no rights in inventions and writings made
or conceived by Executive prior to his employment with BAIGlobal which are:  (i)
embodied in a United States Letters Patent, Copyright Registration or an
application for United States Letters Patent or Copyright Registration filed
prior to the commencement of his employment; or (ii) owned by a former employer
prior to Executive's employment by BAIGlobal; or (iii) disclosed in detail in a
writing attached hereto or provided to BAIGlobal within one (1) week after the
execution hereof.  The acceptance of such disclosure by BAIGlobal shall not
create a confidential relationship.

     In addition to the foregoing, MFI and BAIGlobal shall have no rights in any
inventions made or conceived by Executive which do not involve any equipment,
supplies, facilities or materials of MFI or BAIGlobal and which are developed
entirely on Executive's own time unless:  (i) the invention relates to the
business, products or services of MFI and/or BAIGlobal; (ii) the invention
relates to actual or demonstrably anticipated research or development projects
of MFI and/or BAIGlobal, or (iii) the invention results from any services
performed by Executive for MFI and/or BAIGlobal.

     (c) Executive will disclose promptly in writing to BAIGlobal all ideas,
inventions, improvements, discoveries and writings, whether or not patentable or
copyrightable, made or conceived by him either solely or in collaboration with
others during his employment with BAIGlobal, whether or not during regular
working hours, and, if based on confidential information as defined in Section
11(c) hereof, within one (1) year thereafter, if such inventions or writings
relate to either: (i) the subject of Executive's work

                                      -7-
<PAGE>
 
for MFI or BAIGlobal; (ii) products, projects, programs or business of MFI or
BAIGlobal of which Executive had knowledge in the course of Executive's work or
otherwise; or (iii) any business of MFI or BAIGlobal during Executive's
employment.

     (d) Executive shall maintain for disclosure to MFI and/or BAIGlobal
complete written records of all such inventions and writings.  Such records
shall bear dates and signatures and show (i) the full nature thereof, and (ii)
the critical dates pertaining to conception, development, reduction to practice,
and embodiment in a tangible form.  Such records shall be the sole property of
and be readily available to MFI and BAIGlobal.

     (e) Executive will, during the term of his employment and thereafter, at
the request of MFI or BAIGlobal and without expense to Executive:  (i) cooperate
in the procurement in the name of Executive of patent, utility model, design and
copyright protection to cover such inventions and writings, including the
execution of domestic, foreign, divisional, continuing and re-issue applications
for Letters Patent, Utility Models, Designs and Copyright Registrations and
assignments thereof; and (ii) execute all documents, make all rightful oaths,
testify in all proceedings in Government Offices or in the Courts concerning
such inventions and writings, and generally do everything lawfully possible in
any controversy or otherwise to aid MFI and/or BAIGlobal to obtain, enjoy and
enforce proper protection of such property.

     13.  Remedy.  Executive understands that BAIGlobal would not have any
adequate remedy at law for the material breach or threatened breach by Executive
of any one or more of the covenants set forth in Sections 10, 11 or 12 of this
Agreement and agrees that in the event of any such material breach or threatened
breach, BAIGlobal  shall be entitled to preliminary and permanent injunctive
relief without bond in any court of competent jurisdiction, which rights shall
be cumulative and in addition to any other rights or remedies to which BAIGlobal
may be entitled.

     14.  Headings.  The headings of the sections and subsections of this
Agreement are inserted for convenience of reference only and shall not
constitute a part hereof.

     15.  Counterparts.  This Agreement may be executed in counterparts, each of
which shall be deemed an original.

     16.  Assignment.  This Agreement shall not be assignable by either party
without the express written consent of the other party hereto.

     17.  Amendment and Modification.  No amendment or modification of the terms
of this Agreement shall be binding upon either party unless approved by
BAIGlobal's Board of Directors and reduced to writing and signed by Executive
and a duly authorized officer of BAIGlobal.

     18.  Notices.  All notices, requests, demands and other communications
required or permitted to be given hereunder shall be by hand-delivery, certified
mail, return receipt requested; telecopier; or overnight courier to the parties
set forth below.  Such notices shall be deemed given: at the time personally
delivered, if delivered by hand or by courier; at the time received, if sent
certified mail; and when sent, if telecopied.

                                      -8-
<PAGE>
 
     If to BAIGlobal:        c/o Market Facts, Inc.
                             3040 West Salt Creek Lane
                             Arlington Heights, Illinois 60005
                             Attention: President
                             Telecopier No.: (847) 590-7010

     If to Executive         124 E. 84th Street
                             New York, New York 10028
                             Telecopier No.: __________________

Either addressee may change its (his) address upon prior written notice.

     19.  Entire Agreement.  This Agreement contains the entire agreement
between Executive and BAIGlobal with respect to the subject matter hereof and
supersedes any and all previous agreements, written or oral, between the parties
relating to the subject matter hereof.

     20.  Severability.  The provisions of this Agreement shall be severable.
The unenforceability or invalidity of any one or more provisions, clauses, or
sentences hereof shall not render any other provision, clause or sentence herein
contained unenforceable or invalid.  The portion of the Agreement which is not
invalid or unenforceable shall be considered enforceable and binding on the
parties and the invalid or unenforceable provision(s), clauses(s) or sentence(s)
shall be deemed excised, modified or restricted to the extent necessary to
render the same valid and enforceable, and this Agreement shall be construed as
if such invalid or unenforceable provision(s), clause(s), or sentence(s) were
omitted.

     21.  Governing Law.  This Agreement shall be governed, construed and
enforced in accordance with the internal laws of the State of New York,
excluding any choice of law rules which may direct the application of the laws
of another jurisdiction.

     IN WITNESS WHEREOF, the parties hereto have executed this Agreement in
duplicate on the date first above written.


                                     BAIGlobal, Inc.


                                     By: /s/ Kathleen Knight
                                        --------------------
                                     Kathleen Knight
                                     President



                                     /s/ Robert Skolnick
                                     ------------------------
                                     Robert Skolnick

                                      -9-

<PAGE>
 
                                                                    Exhibit 10.3
                                                                       
                             EMPLOYMENT AGREEMENT
                             --------------------

          This EMPLOYMENT AGREEMENT (the "Agreement") is made and entered into
on August 1, 1997 by and between BAIGlobal, Inc. a New York corporation
(hereinafter "BAIGlobal") and Gunilla Broadbent (hereinafter "Executive").

                             W I T N E S S E T H:
                             - - - - - - - - - -

          WHEREAS, Executive is currently employed as the President-Worldwide
Services Unit of BAIGlobal and BAIGlobal desires to continue to employ Executive
on terms which will encourage Executive's attention and dedication to BAIGlobal
as one of its key employees; and

          WHEREAS, Executive is willing to commit herself to continue to serve
BAIGlobal on the terms and conditions set forth below; and

          WHEREAS, in order to effect the foregoing, BAIGlobal and Executive
wish to enter in an employment agreement on the terms and conditions set forth
below.

          NOW, THEREFORE, in consideration of the mutual covenants and promises
contained herein and other good and valuable consideration, the receipt of which
is hereby acknowledged, the parties do hereby agree as follows:

          1.   Employment.  BAIGlobal employs Executive as its Executive Vice
President and President-Worldwide Services Unit, and Executive accepts such
employment and agrees to continue to serve BAIGlobal, in each case upon and
subject to the terms and conditions set forth herein, which terms and conditions
shall supersede any other oral or written employment agreement(s) entered into
by and between BAIGlobal and Executive prior to the date of this Agreement.

          2.   Term.  BAIGlobal agrees to employ Executive as provided in
Section 1 hereof for an initial term of employment commencing on the date hereof
through December 31, 2000 (the "Initial Term") and continuing thereafter unless
and until terminated in accordance with the provisions of Section 7 hereof (the
"Term of Employment").

          3.   Duties.  BAIGlobal hereby employs, engages, and hires Executive
in the capacity set forth in Section 1 hereof, and Executive hereby accepts and
agrees to such hiring, engagement and employment, subject to the general
supervision of, and pursuant to the orders, advice and direction of, BAIGlobal's
Board of Directors. Executive shall perform such duties as are customarily
performed by one holding such position in other, same, or similar businesses or
enterprises as that engaged in by BAIGlobal, and shall also additionally render
such other and unrelated services and duties consistent with her executive
officer status in Section 1 hereof as may be assigned to her from time to time
by the Board of Directors of BAIGlobal, subject to the provisions of Section
2(e)(v) of the Stock Purchase Agreement (as defined in Section 4(b) hereof).
Executive shall devote all of her working time and efforts to the business and
affairs of BAIGlobal, provided that nothing herein shall prohibit Executive from
(a) engaging in personal investment activities (subject to the restrictions set
forth in Section 10(a) hereof), (b) serving as an executor, trustee or in
another fiduciary capacity, or (c) engaging in religious, charitable or other
community or non-profit activities, in each case, so long as such permitted
activities do not interfere with the performance of Executive's duties and
responsibilities under this Agreement.

                                      -1-
<PAGE>
 
          During the Term of Employment, Executive shall also serve as a
director of BAIGlobal.

          Executive shall perform such services wherever the Board of Directors
of BAIGlobal shall in good faith direct; however, Executive shall not be
required to remove her permanent residency from the Rye Brook, New York area or
be absent from such area for such extended periods as to make her continued
residence in such area not practicable.

          4.   Compensation.  In consideration of the performance of her duties
under this Agreement, Executive shall be entitled to the following:

          (a)  Base Salary.  BAIGlobal agrees to pay Executive a base salary
     ("Base Salary") of $165,000 per year, payable in bi-weekly installments in
     accordance with BAIGlobal's customary payroll practices, subject to all
     payroll deductions for FICA, federal, state and local taxes, as required by
     law.

          (b)  Performance Bonus.  For each of the bonus periods listed below,
     BAIGlobal agrees to pay Executive the bonus amount indicated below for such
     period in the event that BAIGlobal's EBIT (as defined below) for such bonus
     period equals or exceeds the EBIT Target listed below such period.

<TABLE>
<CAPTION>
 
Bonus Period           EBIT Target   Bonus Amount
- ------------           -----------   ------------
<S>                   <C>              <C>
 
The date hereof to
December 31, 1997      $  710,500       $ 5,000
 
1998                   $1,641,000       $10,000

1999                   $1,888,000       $10,000
</TABLE>

     For purposes of this Agreement, BAIGlobal's EBIT shall be calculated in the
     manner set forth in Section 2(e)(ii) of the Stock Purchase Agreement dated
     July 31, 1997 by and among Market Facts, Inc. ("MFI"); Kathleen Knight
     ("Knight"), Robert Skolnick ("Skolnick") and Executive; and BAIGlobal (the
     "Stock Purchase Agreement").

     The performance bonus, if any, will be deemed to be earned by Executive as
     of the end of each bonus period, provided Executive is employed by
     BAIGlobal on each such date and will be paid by BAIGlobal to Executive no
     later than six (6) months after the end of each such bonus period.

          (c)  Special Bonus.  Subject to the limitations set forth below,
     BAIGlobal agrees to pay Knight, Skolnick and Executive a special bonus
     ("Special Bonus") in the aggregate equal to (i) fifty percent (50%)
     multiplied by (ii) the aggregate amount of BAIGlobal's EBIT (as defined
     above) during the period beginning on the date hereof and ending on
     December 31, 1999 in excess of $4,239,500.

     Executive's share of the Special Bonus will be deemed earned by Executive
     as of December 31, 1999. Executive will also be entitled to receive her
     share of the Special Bonus in the event that her employment by BAIGlobal is
     terminated prior to such date (i) by BAIGlobal without cause pursuant to
     Section 7(a)(i) hereof, or (ii) by reason of Executive's death or
     Disability as provided in Sections 7(a)(iii) and 7(a)(iv) hereof.
     Notwithstanding the above, Executive shall not be eligible to receive her
     share of the Special Bonus in the event that her employment with BAIGlobal
     is
                                      -2-
<PAGE>
 
     terminated by BAIGlobal for Cause (as defined in Section 7(a)(v) hereof) or
     Executive voluntarily terminates her employment with BAIGlobal on or prior
     to December 31, 1999 pursuant to Section 7(a)(ii) hereof.

     The Special Bonus shall be paid to Knight, Skolnick and Executive in the
     following percentages: Knight forty-five percent (45%), Skolnick thirty
     percent (30%) and Executive twenty-five percent (25%), provided that in the
     event one or more of these individuals is not eligible to receive the
     Special Bonus as provided above, the full amount of the Special Bonus will
     be paid to those individuals entitled to receive their full share of the
     Special Bonus in proportion to their initial share of the Special Bonus, as
     indicated above. If none of Knight, Skolnick, nor Executive is eligible to
     receive the Special Bonus, no amount will be paid. The portion of the
     Special Bonus, if any, payable to Executive shall be paid by BAIGlobal to
     Executive no later than June 30, 2000.

     In the event that BAIGlobal proposes to sell or otherwise transfer all or
     substantially all of its assets to an unaffiliated third party prior to the
     time when the Special Bonus, if any, has been paid or the amount of the
     Special Bonus, if any, is finally determined, then such transaction shall
     be conditioned upon such third party's express assumption of BAIGlobal's
     obligations under this Section 4(c).

          (d)  Other Bonus.  Based upon MFI's performance and Executive's
     individual performance and at the sole discretion of MFI's Board of
     Directors, Executive shall be eligible for a bonus for the year ended
     December 31, 2000, consistent with the provisions and goals set by MFI's
     Board of Directors for such bonus year, and shall be entitled to
     participate in other stock and bonus compensation programs and arrangements
     of MFI for such year, in each case, on a basis comparable to that available
     to other officers of MFI with similar responsibilities and duties.

          5.   Expenses.  BAIGlobal shall reimburse Executive for all reasonable
and necessary business expenses (including customary expenditures for travel,
meals, hotel accommodations, and the like) incurred in the course of her
employment hereunder, provided that such expenses are incurred and accounted for
in accordance with the policies and procedures established from time to time by
MFI for the reimbursement of business expenses.

          6.   Executive Benefits.  Executive shall be entitled to participate
in all employee benefit plans maintained by BAIGlobal in accordance with the
terms of those programs, and this Agreement is not intended to be in lieu of any
rights, benefits and privileges to which Executive may be entitled under any
such programs as may now be in effect or may hereafter be adopted, provided that
at all times during the Term of Employment, Executive shall be entitled to
receive the benefits set forth on Schedule A hereto.

          7.   Termination.

          (a)  Basis.  Executive's employment may be terminated hereunder by
BAIGlobal or Executive without any breach of this Agreement under the following
circumstances and subject to the provisions set forth elsewhere herein:

                                      -3-
<PAGE>
 
               (i)    BAIGlobal, Without Cause. After December 31, 1999,
     BAIGlobal may terminate Executive's employment hereunder at any time by not
     less than ninety (90) days prior written notice to Executive.

               (ii)   Executive, Without Cause. Executive may terminate her
     employment hereunder at any time by giving BAIGlobal not less than ninety
     (90) days prior written notice.

               (iii)  Death.  Executive's employment hereunder shall terminate
     upon her death.

               (iv)   Disability.  BAIGlobal may terminate Executive's
     employment hereunder at any time in the event Executive becomes disabled.
     For purposes herein, Executive shall be deemed to be "Disabled" at such
     time as (A) Executive is deemed to be permanently disabled under the terms
     of BAIGlobal's long-term disability coverage, or (B) in absence of such
     coverage, Executive's inability to substantially perform her normal duties
     for sixteen (16) weeks (not necessarily continuous or calendar weeks)
     during any twelve (12) successive months. In the event of a dispute as to
     Executive's inability to perform her duties, BAIGlobal may refer the same
     to a licensed practicing physician of BAIGlobal's choice and reasonably
     acceptable to Executive, and Executive agrees to submit to such tests and
     examination as such physician shall deem appropriate.

               (v)    BAIGlobal, For Cause.  BAIGlobal may terminate Executive's
     employment hereunder at any time for Cause. "Cause" shall mean (a) an act
     of proven fraud or dishonesty of the part of Executive, or (b) a willful
     and material breach of this Agreement by the Executive, which breach has
     not been cured and remedied by Executive within sixty (60) days after
     written notice from BAIGlobal's Board of Directors to Executive describing
     such breach in reasonable detail.

               (vi)   By Mutual Agreement.  This Agreement may be terminated at
     any time by the mutual agreement of the parties. Any such termination shall
     be approved by BAIGlobal's Board of Directors and memorialized by an
     agreement which is reduced to writing and signed by Executive and a duly
     authorized officer of BAIGlobal.

          (b)  Notice of Termination.  Any termination of Executive's employment
by BAIGlobal or by Executive (other than pursuant to Section 7(a)(iii) above)
shall be communicated by written Notice of Termination to the other party
hereto. For purposes of this Agreement, a "Notice of Termination" shall mean a
notice which shall indicate the specific termination provision in this Agreement
relied upon and shall set forth in reasonable detail the facts and circumstances
claimed to provide a basis for termination of Executive's employment if such
termination is pursuant to clauses (iv) or (v) of Section 7(a).

          (c)  Date of Termination.  For purposes of this Agreement, "Date of
Termination" shall mean (i) if such termination is pursuant to Section 7(a)(ii)
hereof, the date specified in the Notice of Termination as the last day of
Executive's employment or, if no such date is specified, on the 90th day
following Notice of Termination, (ii) if such termination is pursuant to Section
7(a)(iii) hereof, the date of Executive's death, and (iii) in all other cases,
the date specified in the Notice of Termination as the last day of Executive's
employment or, if no date is specified, at the end of the month in which the
Notice of Termination is given.

                                      -4-
<PAGE>
 
          8.   Rights Upon Termination.  Upon the termination of Executive's
employment pursuant to Section 7 hereof:

          (a)  If Executive's employment is terminated other than pursuant to
Section 7(a)(v) herein, BAIGlobal shall pay to Executive the unpaid portion of
any Base Salary due and payable to Executive to the Date of Termination. In
addition, if Executive's employment is terminated other than pursuant to
Sections 7(a)(iii) or (v) herein, Executive shall receive the Base Salary
payable to Executive under Section 4(a) above at the intervals provided therein,
from the Date of Termination to the respective date set forth below:

               (i)    if Executive's employment is terminated pursuant to the
     provisions of Section 7(a)(i) hereof, until later of the one (1) year
     anniversary date of the date of the Notice of Termination and the
     expiration of the Initial Term;

               (ii)   if Executive's employment is terminated pursuant to the
     provisions of Section 7(a)(ii) hereof, until the date specified in the
     Notice of Termination or if no such termination date is specified, until
     the 90th day after the date of the Notice of Termination (or such earlier
     applicable date as may be provided herein);

               (iii)  if Executive's employment is terminated pursuant to the
     provisions of Section 7(a)(iv) by reason of Executive's Disability, then
     until the first anniversary of the Date of Termination, Executive shall be
     entitled to receive such portion of Base Salary as would have been paid to
     Executive pursuant to BAIGlobal's disability programs then in effect, if
     such Notice of Termination had not been given by BAIGlobal; and

               (iv)   if Executive's employment is terminated pursuant to the
     provisions of Section 7(a)(vi), the termination date mutually agreed by
     BAIGlobal and Executive.

          (b)  Executive shall be entitled to payment of the performance bonus
set for in Section 4(b) hereof and her share of the Special Bonus set forth in
Section 4(c) to the extent provided therein.

          (c)  If Executive's employment is terminated by her death, or if
Executive's death shall occur prior to her receipt of the payments provided for
in Section 8(a) or (b) above, such payment(s) shall be paid to Executive's
designated beneficiary, or if he or she predeceases Executive, to Executive's
estate.

          9.   Executive's Ability to Contract for Company. To the extent
Executive is so authorized by BAIGlobal's Board of Directors, and until such
time as a Notice of Termination is given pursuant to Section 7(b) hereof,
Executive shall have the right to make any contracts or commitments for or on
behalf of BAIGlobal, to sign or endorse any commercial paper, contracts,
advertisements, or instrument of any nature, and to enter into any obligation
binding BAIGlobal to the payment of money or otherwise.

          10.  Non-Competition.  Except as provided in the last paragraph of
this Section 10, Executive agrees that during her employment with BAIGlobal and
for a period of one (1) year following the Date of Termination, Executive shall
not, directly or indirectly:

                                      -5-
<PAGE>
 
          (a)  own, manage, operate, control, be employed by, or participate in,
the ownership, management, operation or control of any business similar to or
competitive with the type of business conducted by MFI or BAIGlobal at any time
during Executive's employment with BAIGlobal, or by aid to others do anything
which would tend to divert from MFI or BAIGlobal any trade or business, provided
that this restriction shall not prevent Executive from owning up to five percent
(5%) of the securities of any entity whose securities are traded on a recognized
securities exchange or listed on a daily basis by the NASDAQ system;

          (b)  solicit or otherwise attempt to induce any clients of MFI or
BAIGlobal on whose account Executive has worked during the two (2) years prior
to the termination of Executive's employment to terminate their relationship
with MFI or BAIGlobal or otherwise divert from MFI or BAIGlobal and/or its
affiliates any trade or business being conducted by such customers with MFI or
BAIGlobal or otherwise provide any services similar to the services provided by
MFI or BAIGlobal to such customers; or

          (c)  recruit, solicit or otherwise induce or influence any employee or
agent of MFI or BAIGlobal to terminate their employment or agency relationship
with MFI or BAIGlobal, or employ, seek to employ, or cause any other business
competitive to MFI or BAIGlobal to employ or seek to employ, any person who is
then (or was at any time within the six months prior thereto) employed by MFI or
BAIGlobal.

          Notwithstanding the above, the provisions of this Section 10 shall
terminate as of December 31, 2000 if Executive's employment is terminated by
BAIGlobal without cause pursuant to Section 7(a)(i) hereof prior to such date.

          11.  Confidential Information.  Executive recognizes that as a key
member of the management of BAIGlobal, Executive has and will continue to occupy
a position of trust with respect to business information of a secret or
confidential nature of MFI and/or BAIGlobal or any of its subsidiaries or
affiliates and which has been or will be used by or imparted to Executive from
time to time in the course of Executive's duties. Executive therefore agrees
that:

          (a)  Executive shall not at any time during the term of this Agreement
or thereafter, except in the performance of her duties hereunder, use or
disclose directly or indirectly to any third person any such information, except
to the extent disclosure of such information is required by applicable law.

          (b)  Executive shall return promptly on the termination of Executive's
employment for whatever reason (or in the event of Executive's death,
Executive's personal representative shall return) to MFI and/or BAIGlobal at its
direction and expense any and all copies of records, drawings, writings,
blueprints, materials, memoranda and other data pertaining to such secret or
confidential information.

          (c)  The term "information of a secret or confidential nature" means
information of any nature and in any form which at the time or times concerned
is not generally known to those persons engaged in businesses similar to those
conducted or contemplated by MFI and/or BAIGlobal which relates to any one or
more of the aspects of MFI and/or BAIGlobal's business, including, but not
limited to, tests, test procedures, test programs and systems, patents and
patent applications; copyrights or copyright applications, inventions and
improvements, whether patentable or not; writings whether copyrightable or not;
development projects; machines; machine designs and the materials for machines;
policies, processes, formulas, techniques, know-how, data, data bases, computer
designs,

                                      -6-
<PAGE>
 
computer programs whether embodied in source or object code, computer languages
or formats and other facts relating to design, construction, development
utilization, manufacturing or servicing of machines or programs or relating to
materials for machines or programs; to plant layout or to plant operations;
policies, processes, formulas, techniques, know-how and other facts relating to
sales, marketing advertising, promotions, financial matters, customers, customer
lists, customers' purchases, or requirements, and other trade secrets, both
tangible and intangible, in writing and orally imparted. Notwithstanding the
above, the term "information of a secret or confidential nature" does not
include information which (i) was or becomes generally available to the public
through no fault of Executive, (ii) was rightfully in Executive's possession
prior to the disclosure of such information to Executive, or (iii) was or
becomes available to Executive on a non-confidential basis by a third party who
is not under any obligation of confidentiality with respect to such information.

          12.  Intellectual Property Rights.

          (a)  MFI and/or BAIGlobal shall have all rights including
international priority rights in: all tests, procedures, inventions,
developments and discoveries, whether or not patentable, and all suggestions,
proposals, computer programs and writings, including any copyright interests
therein, which Executive authors, conceives or makes, either solely or jointly
with others during her employment with MFI and/or BAIGlobal which: (i) relate to
any subject matter with which Executive's work for MFI and/or BAIGlobal may be
concerned; (ii) relate to the business products or services or actual or
demonstrably anticipated research or development projects of MFI and/or
BAIGlobal; (iii) involve the use of the time, equipment, materials or facilities
of MFI and/or BAIGlobal; or (iv) relate or are applicable to any phase of MFI
and/or BAIGlobal's business. Further, Executive agrees to execute all documents
and to take all actions as may be necessary in order to assign all rights to or
otherwise vest good title to MFI or BAIGlobal in the property and proprietary
rights described in this subparagraph (a).

          (b)  MFI and BAIGlobal shall have no rights in inventions and writings
made or conceived by Executive prior to her employment with BAIGlobal which are:
(i) embodied in a United States Letters Patent, Copyright Registration or an
application for United States Letters Patent or Copyright Registration filed
prior to the commencement of her employment; or (ii) owned by a former employer
prior to Executive's employment by BAIGlobal; or (iii) disclosed in detail in a
writing attached hereto or provided to BAIGlobal within one (1) week after the
execution hereof. The acceptance of such disclosure by BAIGlobal shall not
create a confidential relationship.

          In addition to the foregoing, MFI and BAIGlobal shall have no rights
in any inventions made or conceived by Executive which do not involve any
equipment, supplies, facilities or materials of MFI or BAIGlobal and which are
developed entirely on Executive's own time unless: (i) the invention relates to
the business, products or services of MFI and/or BAIGlobal; (ii) the invention
relates to actual or demonstrably anticipated research or development projects
of MFI and/or BAIGlobal, or (iii) the invention results from any services
performed by Executive for MFI and/or BAIGlobal.

          (c)  Executive will disclose promptly in writing to BAIGlobal all
ideas, inventions, improvements, discoveries and writings, whether or not
patentable or copyrightable, made or conceived by her either solely or in
collaboration with others during her employment with BAIGlobal, whether or not
during regular working hours, and, if based on confidential information as
defined in Section 11(c) hereof, within one (1) year thereafter, if such
inventions or writings relate to either: (i) the subject of Executive's work for
BAIGlobal; (ii) products, projects, programs or business of BAIGlobal of which

                                      -7-
<PAGE>
 
Executive had knowledge in the course of Executive's work or otherwise; or (iii)
any business of BAIGlobal during Executive's employment.

          (d)  Executive shall maintain for disclosure to MFI and/or BAIGlobal
complete written records of all such inventions and writings. Such records shall
bear dates and signatures and show (i) the full nature thereof, and (ii) the
critical dates pertaining to conception, development, reduction to practice, and
embodiment in a tangible form. Such records shall be the sole property of and be
readily available to MFI and BAIGlobal.

          (e)  Executive will, during the term of her employment and thereafter,
at the request of MFI or BAIGlobal and without expense to Executive: (i)
cooperate in the procurement in the name of Executive of patent, utility model,
design and copyright protection to cover such inventions and writings, including
the execution of domestic, foreign, divisional, continuing and re-issue
applications for Letters Patent, Utility Models, Designs and Copyright
Registrations and assignments thereof; and (ii) execute all documents, make all
rightful oaths, testify in all proceedings in Government Offices or in the
Courts concerning such inventions and writings, and generally do everything
lawfully possible in any controversy or otherwise to aid MFI and/or BAIGlobal to
obtain, enjoy and enforce proper protection of such property.

          13.  Remedy.  Executive understands that BAIGlobal would not have any
adequate remedy at law for the material breach or threatened breach by Executive
of any one or more of the covenants set forth in Sections 10, 11 and 12 of this
Agreement and agrees that in the event of any such material breach or threatened
breach, BAIGlobal shall be entitled to preliminary and permanent injunctive
relief without bond in any court of competent jurisdiction, which rights shall
be cumulative and in addition to any other rights or remedies to which BAIGlobal
may be entitled.

          14.  Headings.  The headings of the sections and subsections of this
Agreement are inserted for convenience of reference only and shall not
constitute a part hereof.

          15.  Counterparts.  This Agreement may be executed in counterparts,
each of which shall be deemed an original.

          16.  Assignment.  This Agreement shall not be assignable by either
party without the express written consent of the other party hereto.

          17.  Amendment and Modification.  No amendment or modification of the
terms of this Agreement shall be binding upon either party unless approved by
BAIGlobal's Board of Directors and reduced to writing and signed by Executive
and a duly authorized officer of BAIGlobal.

          18.  Notices.  All notices, requests, demands and other communications
required or permitted to be given hereunder shall be by hand-delivery, certified
mail, return receipt requested; telecopier; or overnight courier to the parties
set forth below. Such notices shall be deemed given: at the time personally
delivered, if delivered by hand or by courier; at the time received, if sent
certified mail; and when sent, if telecopied.

                                      -8-
<PAGE>
 
          If to BAIGlobal:        c/o Market Facts, Inc.
                                  3040 West Salt Creek Lane
                                  Arlington Heights, Illinois 60005
                                  Attention:  President
                                  Telecopier No.:  (847) 590-7010

          If to Executive         9 Little Kings Lane
                                  Rye Brook, New York  10573
                                  Telecopier No.:  _______________

Either addressee may change its (her) address upon prior written notice.

          19.  Entire Agreement.  This Agreement contains the entire agreement
between Executive and BAIGlobal with respect to the subject matter hereof and
supersedes any and all previous agreements, written or oral, between the parties
relating to the subject matter hereof.

          20.  Severability.  The provisions of this Agreement shall be
severable. The unenforceability or invalidity of any one or more provisions,
clauses, or sentences hereof shall not render any other provision, clause or
sentence herein contained unenforceable or invalid. The portion of the Agreement
which is not invalid or unenforceable shall be considered enforceable and
binding on the parties and the invalid or unenforceable provision(s), clauses(s)
or sentence(s) shall be deemed excised, modified or restricted to the extent
necessary to render the same valid and enforceable, and this Agreement shall be
construed as if such invalid or unenforceable provision(s), clause(s), or
sentence(s) were omitted.

          21.  Governing Law.  This Agreement shall be governed, construed and
enforced in accordance with the internal laws of the State of New York,
excluding any choice of law rules which may direct the application of the laws
of another jurisdiction.

          IN WITNESS WHEREOF, the parties hereto have executed this Agreement in
duplicate on the date first above written.


                                  BAIGlobal, Inc.


                                  By: /s/ Kathleen Knight
                                     --------------------
                                  Kathleen Knight
                                  President



                                  /s/ Gunilla Broadbent
                                  -----------------------
                                  Gunilla Broadbent


                                      -9-

<PAGE>
 
                                                                      EXHIBIT 23


                       CONSENT OF KPMG PEAT MARWICK LLP


We consent to the inclusion of our report dated June 23, 1997 relating to the
balance sheet of BAIGlobal, Inc. as of December 31, 1996 and the related
statements of income and retained earnings and cash flows for the year then
ended, which report appears in the Form 8-K of Market Facts, Inc. dated July 31,
1997.


                                    KPMG Peat Marwick LLP
New York, New York
August 14, 1997



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