NATIONAL RESEARCH CORP
10-K405, 1998-03-25
TESTING LABORATORIES
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                                  UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C.  20549

                                    FORM 10-K

   [X]  ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES
        EXCHANGE ACT OF 1934

        For the fiscal year ended December 31, 1997

                       or

   [ ]  TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES
        EXCHANGE ACT OF 1934

        For the transition period from _______________ to _______________

                        Commission file number:  0-29466

                          NATIONAL RESEARCH CORPORATION                
             (Exact name of registrant as specified in its charter)

                       Wisconsin                           47-0634000    
             (State or other jurisdiction               (I.R.S. Employer
           of incorporation or organization)           Identification No.)

                    1033 "O" Street
                   Lincoln, Nebraska                          68508   
       (Address of principal executive offices)            (Zip code)

   Registrant's telephone number, including area code:  (402) 475-2525

   Securities registered pursuant to Section 12(b) of the Act:  None

   Securities registered pursuant to Section 12(g) of the Act:

                                 Title of Class

                          Common Stock, $.001 par value

   Indicate by check mark whether the registrant (1) has filed all reports
   required to be filed by Section 13 or 15(d) of the Securities Exchange Act
   of 1934 during the preceding 12 months (or for such shorter period that
   the registrant was required to file such reports), and (2) has been
   subject to such filing requirements for the past 90 days.  Yes  X  No __

   Indicate by check mark if disclosure of delinquent filers pursuant to Item
   405 of Regulation S-K is not contained herein, and will not be contained,
   to the best of registrant's knowledge, in definitive proxy or information
   statements incorporated by reference in Part III of this Form 10-K or any
   amendment to this Form 10-K. [X]

   Aggregate market value of the voting stock held by nonaffiliates of the
   registrant at February 27, 1998:  $19,633,294.

   Number of shares of the registrant's common stock outstanding at February
   27, 1998:  7,305,000 shares.

                      DOCUMENTS INCORPORATED BY REFERENCE 

   Portions of the Proxy Statement for 1998 Annual Meeting of Shareholders
   (to be filed with the Commission under Regulation 14A within 120 days
   after the end of the registrant's fiscal year and, upon such filing, to be
   incorporated by reference into Part III)

   <PAGE>

                                     PART I

   Item 1.  Business

   General

        National Research Corporation ("NRC" or the "Company") believes it is
   a leading provider of ongoing survey-based performance measurement,
   analysis and tracking services to the healthcare industry.  The Company
   believes it has achieved this leadership position based on its over 17
   years of industry experience and its relationships with many of the
   industry's largest payers and providers.  The Company addresses the
   growing need of healthcare providers and payers to measure the care
   outcomes, specifically satisfaction and health status, of their patients
   and/or members.  NRC has been at the forefront of the industry in
   developing tools that enable healthcare organizations to obtain service
   quality information necessary to comply with industry and regulatory
   standards and to improve their business practices so that they can
   maximize new member and/or patient attraction, member retention and
   profitability.

        Since its founding 17 years ago as a Nebraska corporation (the
   Company reincorporated in Wisconsin in September 1997), NRC has focused on
   the information needs of the healthcare industry.  The Company offers
   three primary types of information services:  renewable performance
   tracking services, a renewable syndicated service and custom research. 
   During 1997, NRC provided services to more than 225 healthcare
   organizations, including health maintenance organizations ("HMOs"),
   integrated healthcare systems, medical groups and industry regulatory
   bodies.  The Company gathered and analyzed over 1,250,000 completed
   surveys for these clients in 1997.  The Company's clients include the
   United States Department of Defense (the Company is a named subcontractor
   to the primary contractor with this client), HealthSouth Corporation, BJC
   Health System and Mayo Clinic.

        While performance data has always been of interest to healthcare
   providers and payers, such information has become increasingly important
   to these entities as a result of regulatory, industry and competitive
   requirements.  In recent years, the healthcare industry has been under
   significant pressure from consumers, employers and the government to
   reduce costs.  Through the implementation of managed care, which currently
   covers approximately 61% of all Americans, the rate of growth in
   healthcare costs has been substantially reduced.  However, the same
   parties that demanded cost reductions are now concerned that healthcare
   service quality is being compromised under managed care.  This concern has
   created a demand for consistent, objective performance information by
   which healthcare providers and payers can be measured and compared and on
   which physicians' compensation can, in part, be based.

   The NRC Solution

        The Company addresses healthcare organizations' growing need to track
   their performance at the enterprise-wide, departmental and
   physician/caregiver levels.  The Company has been at the forefront of the
   industry in developing tools that enable its clients to collect, in an
   unobtrusive manner, a substantial amount of comparative service quality
   information in order to analyze and improve their practices to maximize
   new member and/or patient attraction, member retention and profitability. 
   NRC's performance assessments offer the tangible measurement of health
   service quality currently demanded by consumers, employers, industry
   accreditation organizations and lawmakers.

        The Company's innovative solutions respond to managed care's
   redefined relationships among consumers, employers, payers and providers. 
   While many vendors exclusively use static, mass produced questionnaires,
   NRC also utilizes its dynamic data collection process to create a
   personalized questionnaire that evaluates service issues specific to each
   respondent's specific healthcare experience.  The flexibility of the
   Company's data collection process allows healthcare organizations to add
   timely, market driven questions relevant to matters such as industry
   performance mandates, employer performance guarantees and internal quality
   improvement initiatives.  In addition, the Company's dynamic data
   collection process is used to assess core service factors relevant to all
   healthcare respondent groups (patients, members, employers, employees,
   physicians, etc.) and to all service points of a healthcare system
   (inpatient, emergency room, outpatient, home health, rehabilitation, long-
   term care, hospice, pharmacy, etc.).  As differentiated from others in the
   marketplace, the Company can gather data through fewer, more efficient
   questionnaires as opposed to other firms' multiple questionnaires that
   often bombard the same respondents.

        NRC offers three primary types of information services.  The NRC
   Listening System (the "Listening System") is a renewable performance
   tracking tool for gathering and analyzing data from survey respondents. 
   The Company has the capacity to measure performance beyond the enterprise-
   wide level and has the ability and experience to determine key performance
   indicators at the department and individual physician/caregiver
   measurement levels, where the Company's services can best guide the
   efforts of its clients to improve quality and enhance their market
   position.  The syndicated NRC Healthcare Market Guide (the "Market
   Guide"), a stand-alone market information and competitive intelligence
   source as well as a comparative performance database, allows the Company's
   clients to assess their performance relative to the industry, to access
   best practice examples and to utilize competitive information for
   marketing purposes.  The Company's custom research enables NRC's clients
   to conduct specific studies in order to identify areas of improvement and
   measure market issues and opportunities.  Recognizing the increasing
   applications for self-reported healthcare assessments, NRC works with its
   clients to integrate satisfaction measurement into various areas of their
   businesses, including physician compensation.  As the Company partners
   with its clients, it seeks to enhance relationships throughout the
   healthcare organization and thereby both broaden and deepen the scope of
   its projects.

   Growth Strategy

        The Company believes that it can continue to grow through:  (i)
   expanding the depth and breadth of its current clients' performance
   tracking programs, since healthcare organizations are increasingly
   interested in gathering performance information at deeper levels of their
   organizations and from more of their constituencies, (ii) increasing the
   cross-selling of its complementary services, (iii) adding new clients
   through penetrating the sizeable portion of the healthcare industry that
   is not yet conducting performance assessments beyond the enterprise-wide
   level or is not yet outsourcing this function and (iv) pursuing
   acquisitions of, or investments in, firms providing products, services or
   technologies that complement those of the Company.

   Services

        The Company's three primary types of information services are as
   follows:

        Renewable Performance Tracking Services.  The Listening System is
   NRC's state-of-the-art data collection process which provides ongoing,
   renewable performance tracking.  The Listening System represented 81% and
   76% of the Company's total revenues in 1997 and 1996, respectively.  This
   performance tracking program efficiently coordinates and centralizes an
   organization's satisfaction monitoring, thereby establishing a uniform
   methodology and survey instrument needed to obtain valid performance
   information and improve quality.  Using the industry mandated method of
   mail-based data collection, this assessment process monitors satisfaction
   across healthcare respondent groups (patients, members, employers,
   employees, physicians, etc.) and service settings (inpatient, emergency
   room, outpatient, etc.).  Rather than be limited to only static, mass
   produced questionnaires that provide limited flexibility and performance
   insights, NRC's proprietary software generates individualized
   questionnaires, which include personalization such as patient name,
   treating caregiver name, encounter date and, in some cases, the services
   received.  This personalization enhances the response rates and the
   relevance of performance data.  Flexible and responsive to healthcare
   organizations changing information needs, NRC creates personalized
   questionnaires that evaluate service issues specific to each respondent's
   specific healthcare experience and include questions that address core
   service factors throughout a healthcare organization.

             As differentiated from other competitors, the Company gathers
   data through one efficient questionnaire, the contents of which are
   selected from the Company's library of questions after a client's needs
   are determined, as opposed to multiple questionnaires that often bombard
   the same respondents.  As a result, the Company's renewable performance
   tracking programs and data collection process (i) realize higher response
   rates, obtain data more efficiently, and thereby provide healthcare
   organizations with more feedback, (ii) eliminate oversurveying (where one
   respondent receives multiple surveys) and (iii) allow healthcare
   organizations to adapt questionnaire content to address management
   objectives and to assess quality improvement programs or other timely
   marketplace issues.  Recognizing that performance programs must do more
   than just measure satisfaction, NRC has developed a one-page reporting
   format called the NRC Action Plan that provides a basis on which to make
   improvements.  NRC Action Plans show healthcare organizations which
   service factors their customer groups value, which have the greatest
   impact on satisfaction levels and how their performance in relationship to
   these key indicators changes over time.

        Renewable Syndicated Service.  The Company's renewable nationally
   syndicated service, the NRC Healthcare Market Guide, serves as a stand-
   alone market information and competitive intelligence source as well as a
   comparative performance database.  This service accounted for 11% and 10%
   of the Company's total revenues in 1997 and 1996, respectively.  Published
   by NRC bi-annually from 1988 to 1996 and annually since 1996, this survey,
   which is the largest of its kind, asks consumers via a pre-recruited
   third-party panel, members of which are sent Market Guide questionnaires
   to complete, to evaluate their health plans, health systems,
   physicians/caregivers and personal health status.  Representing the views
   of one in every 650 households across every county in the continental
   United States, the Market Guide provides name specific performance data on
   600 managed care plans and 2,500 hospitals nationwide and addresses more
   than 100 data items relevant to healthcare payers, providers and
   purchasers.  Utilizing this proprietary database, the Company is able to
   produce reports which are customized to meet individual client's specific
   information needs.  Among the data featured are benchmarks specific to the
   National Committee for Quality Assurance ("NCQA") standardized Health Plan
   Employer Data and Information Set Member Satisfaction Survey that compare
   health plans on a local, state and/or national level.  Similarly, the
   service's national name search feature allows a healthcare organization
   with a national or regional presence to simultaneously compare the
   performance of all its sites and pinpoint where strengths and weaknesses
   exist.  The service's trending capacity details how the performance of a
   healthcare organization changes over time.  Other data collected in the
   Market Guide profile health plan market share, consumers' health plan
   decision making factors, physician/caregiver accessibility,
   hospital/healthcare system quality and chronic patient populations.  The
   Company gives clients easy access to the customized version of the Market
   Guide they purchase via its CD-ROM-based desktop delivery system - the
   Report Card System.  This delivery system allows healthcare professionals
   to generate reports in numerous formats to support their decision making.

        Custom Research.  In order to be a sole source provider to its
   clients, the Company also conducts custom research that measures and
   monitors market characteristics or issues specific to individual
   healthcare organizations.  NRC's custom research includes consumer recall
   of promotional and branding campaigns, consumer response to new service
   offerings and provider perception of health plans and healthcare
   organizations.  The Company generally utilizes phone interviews to collect
   relevant data for these custom studies.  Custom research accounted for 8%
   and 14% of the Company's total revenues in 1997, and 1996, respectively.

   Clients

        The Company's ten largest clients in both 1997 and 1996 accounted for
   64% of the Company's total revenues in those years.  The Company's largest
   client, Kaiser Permanente-Northern California Region ("Kaiser"), accounted
   for 31% and 40% of the Company's total revenues in 1997 and 1996,
   respectively.  On December 1, 1997, Kaiser informed the Company of its
   decision to select another organization to perform its performance
   measurement studies for 1998.  The United States Department of Defense,
   through a primary contractor, United Healthcare Corporation, accounted for
   15% of total revenues in 1997.  Overall, the Company served more than 225
   healthcare organizations in 1997.

   Sales and Marketing

        The Company has generated the majority of its revenues from client
   renewals, supplemented by its internal marketing efforts and a limited
   sales force.  In order to increase geographic penetration, NRC added one
   sales associate to its existing three person sales force at the end of the
   second quarter of 1997 and another in the third quarter of 1997.  These
   new sales associates will direct NRC's sales efforts from Nashville and
   Atlanta.  The Company is also in the process of searching for additional
   sales associates.  As compared to the typical industry practice of
   compensating salespeople with relatively high base pay and a relatively
   small sales commission, NRC compensates its sales associates with
   relatively low base pay and a relatively high, per sale commission.  The
   Company believes this compensation structure provides incentives to its
   sales associates to surpass sales goals and increases the Company's
   ability to attract top quality sales associates.  The average
   healthcare/market research industry experience of the Company's sales
   associates is over 9 years.

        Numerous marketing efforts support the direct sales force's new
   business generation and project renewal initiatives. NRC conducts an
   annual direct marketing campaign around scheduled trade shows, including
   leading industry conferences such as the National Managed Healthcare
   Congress and American Association of Health Plans' Institute.  NRC uses
   this lead generation mechanism to track the effectiveness of marketing
   efforts and add generated leads to its database of current and potential
   client contacts.  In addition, NRC plans to implement a telemarketing
   sales strategy in 1998 to qualify the highest quality potential leads. 
   Finally, the Company's public relations program includes (i) an ongoing
   presence in leading industry trade press and in the mainstream press; (ii)
   public speaking at strategic industry conferences; (iii) monthly
   "Perspectives on Performance" articles (which are in-depth discussions of
   performance tracking applications, trends and policies) sent to current
   clients and top prospects; (iv) fostering relationships with key industry
   constituencies (Health Care Financing Administration, The Joint Commission
   on Accreditation of Healthcare Organizations and NCQA); and (v) an annual
   Quality Leaders award program recognizing top-ranking HMOs and health
   systems in approximately 100 markets.  The Company is also co-authoring an
   industry manual with renowned researcher John E. Ware, Ph.D., of the New
   England Medical Center's Health Institution.

        The Company's integrated marketing activities facilitate its ongoing
   receipt of project requests-for-proposals as well as direct sales force
   initiated prospect contact.  The sales process typically spans a 90-day
   period encompassing the identification of a healthcare organization's
   information needs, the education of prospects on NRC solutions (via
   proposals and in-person sales presentations) and the closing of the sale. 
   The Company's sales cycle varies depending on the particular service being
   marketed and the size of the potential project.

   Competition

        The healthcare information and market research industry is highly
   competitive.  The Company has traditionally competed both with healthcare
   organizations' internal marketing, market research and/or quality
   improvement departments which create their own performance measurement
   tools and with relatively small specialty research firms which provide
   survey-based healthcare market research and/or performance assessment. 
   The Company, to a certain degree, currently competes with, and anticipates
   that in the future it may increasingly compete with (i) traditional market
   research firms which are significant providers of survey-based, general
   market research and (ii) firms which provide services or products that
   complement healthcare performance assessments, such as healthcare software
   or information systems.  Although only a few of these competitors have to
   date offered survey-based, healthcare market research that competes
   directly with the Company's services, many of these competitors have
   substantially greater financial, information gathering and marketing
   resources than the Company and could decide to increase their resource
   commitments to the Company's market.  There are relatively few barriers to
   entry into the Company's market, and the Company expects increased
   competition in its market, which could adversely affect the Company's
   operating results through pricing pressure, increased marketing
   expenditures and market share losses, among other factors.  There can be
   no assurance that the Company will continue to compete successfully
   against existing or new competitors.

        The Company believes the primary competitive factors within its
   market include quality of service, timeliness of delivery, service
   uniqueness, credibility of provider, industry experience and price.  NRC
   believes that its industry leadership position, exclusive focus on the
   healthcare industry, dynamic questionnaire, syndicated Market Guide and
   comparative performance database, and its relationships with leading
   healthcare payers and providers position the Company to compete in this
   market.

   Intellectual Property and Other Proprietary Rights

        The Company's success is in part dependent upon its data collection
   process, research methods, data analysis techniques and internal systems
   and procedures that it has developed specifically to serve clients in the
   healthcare industry.  The Company has no patients; consequently, it relies
   on a combination of copyright, trademark and trade secret laws and
   employee nondisclosure agreements to protect its systems and procedures. 
   There can be no assurance that the steps taken by the Company to protect
   its rights will be adequate to prevent misappropriation of such rights or
   that third parties will not independently develop functionally equivalent
   or superior systems or procedures.  The Company believes that its systems
   and procedures and other proprietary rights do not infringe upon the
   proprietary rights of third parties.  There can be no assurance, however,
   that third parties will not assert infringement claims against the Company
   in the future or that any such claims will not result in protracted and
   costly litigation, regardless of the merits of such claims.

   Employees

        As of December 31, 1997, the Company employed a total of 74 persons
   on a full-time basis.  In addition, as of such date the Company had 130
   part-time associates primarily in its survey operations, representing
   approximately 93 full-time equivalent employees.  None of the Company's
   employees are represented by a collective bargaining agreement.  The
   Company considers its relationship with its employees to be excellent.

   Executive Officers of the Registrant 

        The following table sets forth certain information, as of March 15,
   1998, regarding the executive officers of the Company:

        Name          Age        Positions

   Michael D. Hays     43        President, Chief Executive Officer and
                                 Director

   Jona S. Raasch      39        Vice President and Chief Operations Officer

   Patrick E. Beans    40        Vice President, Treasurer, Chief Financial
                                 Officer, Secretary and Director

   Sharon Flaherty     50        Vice President - Sales, Marketing and Client
                                 Services


        Michael D. Hays has served as President and Chief Executive Officer
   and as a director since he founded the Company in 1981.  Prior thereto,
   Mr. Hays served for seven years as a Vice President and a director of SRI
   Research Center, Inc. (n/k/a the Gallup Organization).

        Jona S. Raasch has served as Vice President and Chief Operations
   Officer since September 1988.  Prior to joining the Company, Ms. Raasch
   held various positions with A.C. Nielsen.

        Patrick E. Beans has served as Vice President, Treasurer and Chief
   Financial Officer since August 1997, as Secretary since September 1997, as
   a director since October 1997 and as the principal financial officer since
   he joined the Company in August 1994.  From June 1993 until joining the
   Company, Mr. Beans was the finance director for the Central Interstate
   Low-Level Radioactive Waste Commission, a five-state compact developing a
   low-level radioactive waste disposal plan.  From 1979 to 1988 and from
   June 1992 to June 1993, he practiced as a certified public accountant.

        Sharon Flaherty joined the Company in December 1996 and serves as
   Vice President-Sales, Marketing and Client Services.  From 1972 until
   joining the Company, Ms. Flaherty held various positions with Kaiser
   Foundation Health Plan, Inc. and its affiliates, an HMO, including the
   last three years (from May 1993 to June 1996) as President of Kaiser
   Foundation Health Plan of Texas.

        Executive officers of the Company are elected by, and serve at the
   discretion of, the Company's Board of Directors.  There are no family
   relationships between any directors or executive officers of NRC.

   Item 2.  Properties

        The Company's headquarters is located in approximately 25,000 square
   feet of leased office space in Lincoln, Nebraska.  This facility houses
   all the capabilities necessary for NRC's survey programming, printing and
   distribution; telephone interviewing; data processing, analysis and report
   generation; marketing; and corporate administration.  The lease on this
   facility expires on December 31, 1999.

   Item 3.  Legal Proceedings

        The Company is not subject to any material pending litigation.

   Item 4.  Submission of Matters to a Vote of Security Holders

        On October 3, 1997, the shareholders of the Company, by unanimous
   written consent in lieu of a special meeting, approved the National
   Research Corporation Director Stock Plan.

                                     PART II

   Item 5.   Market for the Registrant's Common Equity and Related
             Stockholder Matters 

   (a)       The Company's Common Stock, $.001 par value ("Common Stock"), is
        traded on the Nasdaq National Market under the symbol "NRCI."  The
        following table sets forth the range of high and low closing sales
        prices for the Common Stock for the period from October 10, 1997, the
        date of the initial public offering of the Common Stock, through
        December 31, 1997:

                                                          High      Low

             Fourth quarter ended December 31, 1997       23        4-7/8

             On March 10, 1998, there were approximately 18 shareholders of
        record for the Common Stock.

             The Company does not intend to pay any cash dividends on its
        Common Stock in the foreseeable future.  The Company intends to
        retain all of its future earnings for use in the expansion and
        operation of its business.  Any future determination to pay cash
        dividends will be at the discretion of the Company's Board of
        Directors and will depend upon, among other things, the Company's
        results of operations, financial condition, contractual restrictions
        and such other factors deemed relevant by the Board of Directors.

             Since its S Corporation election in 1994, the Company has made
        cash distributions to its shareholders in amounts necessary to allow
        the shareholders to at least pay the Federal and state income taxes
        on their proportionate shares of the Company's net income.  In
        connection with the termination of the Company's S Corporation status
        (which was done concurrently with the Company's initial public
        offering of the Common Stock), the Company made distributions of
        $2,230,730 to its existing shareholders.  The Company will not make
        any additional distributions of this kind in the future.

   (b)       The Company's Registration Statement on Form S-1 (Registration
        No. 333-33273) (the "Registration Statement") relating to the offer
        and sale (the "Offering") of an aggregate of 2,415,000 shares of
        Common Stock was declared effective by the Securities and Exchange
        Commission on October 9, 1997.  Of the 2,415,000 shares of Common
        Stock registered under the Registration Statement, 1,250,000 shares
        were sold by the Company and 1,165,000 shares (including 315,000
        shares sold pursuant to the exercise of an over-allotment option
        granted to the underwriters) were sold by a certain shareholder of
        the Company, Michael D. Hays (the "Selling Shareholder").

             During the period covered by this report, all of the shares of
        Common Stock registered were sold in the Offering at a price of
        $15.00 per share, for an aggregate price of $18,750,000 and
        $17,475,000 for the shares of Common Stock sold by the Company and
        the Selling Shareholder, respectively.  After deducting the
        underwriting discount of $1.05 per share, the Selling Shareholder
        received net proceeds equal to $16,251,750 and the Company received
        net proceeds equal to $17,437,500 less expenses of $596,411 incurred
        in connection with the Offering.  The entire net proceeds to the
        Company of $16,841,089 are currently being held in temporary
        investments of United States government securities with maturities of
        two years or less.

   Item 6.  Selected Financial Data

        The selected statement of income data for the years ended
   December 31, 1997, 1996, 1995 and 1994 and the balance sheet data at
   December 31, 1997, 1996 and 1995 are derived from, and are qualified by
   reference to, the audited financial statements of the Company included
   elsewhere in this Annual Report on Form 10-K.  The selected statement of
   income data for the year ended December 31, 1993 and the balance sheet
   data at December 31, 1994 and 1993 are derived from unaudited financial
   statements not included herein.

   <TABLE>
   <CAPTION>


                                                                                       Year Ended December 31,
                                                                       1997          1996           1995        1994       1993 
                                                                                (In thousands, except per share data)
    <S>                                                                <C>               <C>         <C>         <C>       <C>
    Statement of Income Data:
    Revenues:
      Renewable performance tracking services . . . . . . . . . .      $13,188           $9,569      $6,839      $4,420     $507
      Renewable syndicated service  . . . . . . . . . . . . . . .        1,758            1,276         493         652      435
      Custom and other research . . . . . . . . . . . . . . . . .        1,338            1,755       1,585       1,683    1,869
                                                                       -------          -------      ------      ------    -----
         Total revenues . . . . . . . . . . . . . . . . . . . . .       16,284           12,600       8,917       6,755    2,811

    Operating expenses:
      Direct expenses . . . . . . . . . . . . . . . . . . . . . .        7,178            5,685       3,495       2,967    1,083
      Selling, general and administrative . . . . . . . . . . . .        3,980            3,060       2,364       2,044    1,167
      Depreciation and amortization . . . . . . . . . . . . . . .          159              173         119          86       50
      Special compensation charge . . . . . . . . . . . . . . . .        1,740                -           -           -        -
                                                                       -------          -------      ------      ------    -----
         Total operating expenses . . . . . . . . . . . . . . . .       13,057            8,918       5,978       5,097    2,300
                                                                       -------          -------      ------      ------    -----
    Operating income  . . . . . . . . . . . . . . . . . . . . . .        3,227            3,682       2,939       1,658      511
    Other income and expenses, net  . . . . . . . . . . . . . . .          367              152         108          46       12
                                                                       -------          -------      ------      ------    -----
    Income before income taxes  . . . . . . . . . . . . . . . . .        3,594            3,834       3,047       1,704      523
    Provision for income taxes  . . . . . . . . . . . . . . . . .          376                -           -         114        9
    Pro forma income taxes(1) . . . . . . . . . . . . . . . . . .          804            1,534       1,219         583        -
                                                                       -------          -------      ------      ------    -----
    Pro forma net income(1) . . . . . . . . . . . . . . . . . . .       $2,414           $2,300      $1,828      $1,007   $  514
                                                                       =======          =======      ======      ======    =====
    Pro forma net income per share - basic                                                                 
       and diluted(1) . . . . . . . . . . . . . . . . . . . . . .       $ 0.37           $ 0.37
                                                                       =======          =======
    Weighted average shares outstanding - 
        basic and diluted(2)  . . . . . . . . . . . . . . . . . .        6,440            6,185

    <CAPTION>                                                                               December 31,

                                                                        1997             1996        1995        1994      1993 
                                                                                              (In thousands)
    <S>                                                                <C>               <C>         <C>         <C>       <C>
    Balance Sheet Data:
    Working capital . . . . . . . . . . . . . . . . . . . . . . .      $17,681           $2,018      $1,534      $1,358      $54
    Total assets  . . . . . . . . . . . . . . . . . . . . . . . .       22,563            6,153       4,996       3,539    1,368
    Total debt  . . . . . . . . . . . . . . . . . . . . . . . . .            -                -           -           9       54
    Total shareholders' equity  . . . . . . . . . . . . . . . . .       18,121            2,079       1,830       1,623      290
   _____________________

   (1)  From 1984 through July 31, 1994, the Company was a C Corporation.  From August 1, 1994 through October 13, 1997, the
        Company was an S Corporation and, accordingly, was not subject to Federal and state income taxes for the five months
        ended December 31, 1994, for the years ended December 31, 1995 and 1996 or from January 1, 1997 to October 13, 1997.  Pro
        forma net income reflects a pro forma tax provision at a combined Federal and state rate of 40% for the periods the
        Company was an S Corporation as if it had been a C Corporation.

   (2)  Includes 129,812 shares of Common Stock which, had they been issued (at $13.95 per share, the initial public offering
        price less the underwriting discount), would have generated cash sufficient to fund the portion of the estimated S
        Corporation distributions and special (cash) compensation expense that are in excess of the Company's 1996 net income. 
        See Note 1 to the Company's Financial Statements.

   </TABLE>

   <PAGE>

   Item 7.   Management's Discussion and Analysis of Financial Condition and
             Results of Operations

   Special Note Regarding Forward-Looking Statements

        Certain matters discussed below in this Annual Report on Form 10-K
   are "forward-looking statements" intended to qualify for the safe harbors
   from liability established by the Private Securities Litigation Reform Act
   of 1995.  These forward-looking statements can generally be identified as
   such because the context of the statement includes phrases such as the
   Company "believes," "expects" or other words of similar import. 
   Similarly, statements that describe the Company's future plans, objectives
   or goals are also forwarding-looking statements.  Such forward-looking
   statements are subject to certain risks and uncertainties which could
   cause actual results or outcomes to differ materially from those currently
   anticipated.  Factors that could affect actual results or outcomes
   include, without limitation, the Company's reliance on a limited number of
   key clients for the majority of its revenues, the Company's dependence on
   performance tracking contract renewals, fluctuations in the Company's
   operating results related to the Market Guide, increased competition,
   changes in conditions affecting the healthcare industry, the Company's
   ability to manage its growth and to successfully integrate any possible
   future acquisitions and the Company's ability to provide timely and
   accurate performance tracking and market research to its clients. 
   Shareholders, potential investors and other readers are urged to consider
   these factors in evaluating the forward-looking statements and are
   cautioned not to place undue reliance on such forward-looking statements. 
   The forward-looking statements included are only made as of the date of
   this Annual Report on Form 10-K and the Company undertakes no obligation
   to publicly update such forward-looking statements to reflect subsequent
   events or circumstances.

   Overview

        The Company believes it is a leading provider of ongoing survey-based
   performance measurement, analysis and tracking services to the healthcare
   industry.  The Company offers three primary types of information services: 
   renewable performance tracking services, a renewable syndicated service
   and custom research.  The Company expects that revenues from its custom
   research activities will increase on an annual basis, but at a lower rate
   than revenues from its renewable services (i.e., revenues generated
   pursuant to a service whose nature contemplates continued renewals)
   because of the Company's increasing focus on its renewable services.

        The Company's renewable performance tracking service, the Listening
   System, is a performance tracking tool for gathering and analyzing data
   from survey respondents.  Such services are provided pursuant to contracts
   which are generally renewable annually and that provide for a customer
   specific study which is conducted via a series of surveys and delivered
   via a series of updates or reports, the timing and frequency of which vary
   by contract (such as monthly or weekly).  These contracts are generally
   cancelable on short or no notice without penalty and, since progress on
   these contracts can be tracked and regular updates and reports are made,
   clients are entitled to any work-in-process but are obligated to pay for
   all services performed through cancellation.  Typically, these contracts
   are fixed fee arrangements and a portion of the project fee is billed in
   advance, and the remainder is billed periodically over the duration of the
   project.  Revenues and direct expenses are recognized on a percentage of
   completion basis.

        The Company's renewable nationally syndicated service, the Market
   Guide, serves as a stand-alone market information and competitive
   intelligence source as well as a comparative performance database. 
   Published by NRC bi-annually from 1988 to 1996 and annually since 1996,
   this survey is a comprehensive consumer-based healthcare assessment. 
   Market Guide services are generally provided pursuant to contracts which
   have durations of four to six months and that provide for the receipt of
   survey results that are customized to meet an individual client's specific
   information needs.  Typically, these contracts are not cancelable by
   clients, clients receive no rights in the comprehensive healthcare
   database which results from this survey, other than the right to use the
   customized reports purchased pursuant thereto, and amounts due for the
   Market Guide are billed prior to or at delivery.  The Company recognizes
   revenue when the Market Guides are delivered to the customers pursuant to
   their contracts, typically in the third quarter of the year. 
   Substantially all of the related costs are deferred and subsequently
   charged to direct expenses contemporaneously with the recognition of the
   revenue.  The Company generally has some incidental sales of the Market
   Guide subsequent to completion of each edition.  Revenues and marginal
   expenses related to such incidental sales are recognized upon delivery. 
   The profit margin earned on such revenues is generally higher than that
   earned on revenues realized from customers under contract at the time of
   delivery.  As a result, the Company's margins vary throughout the year.

        The Company conducts custom research which measures and monitors
   market issues specific to individual healthcare organizations.  The
   majority of the Company's custom research is performed under contracts
   which provide for advance billing of 65% of the total project fee with the
   remainder due upon delivery.  Revenues and direct expenses are recognized
   on a percentage of completion basis.

   Results of Operations

        The following table sets forth, for the periods indicated, selected
   financial information derived from the Company's financial statements,
   expressed as a percentage of total revenues and the percentage change in
   such items versus the prior comparable period.  The trends illustrated in
   the following table may not necessarily be indicative of future results. 
   In December 1997, the Company's largest client, Kaiser, which accounted
   for 31% of the Company's total revenues in 1997, informed the Company of
   its decision to select another organization to perform its performance
   measurement studies for 1998.  Due to the Company's loss of Kaiser as a
   client, operating results may be negatively impacted, particularly in the
   short-term.  The discussion that follows the table should be read in
   conjunction with the Company's financial statements.

   <TABLE>

   <CAPTION>

                                                                            Percentage of Total Revenues    Percentage Increase
                                                                              Year Ended December 31,           (Decrease)   
                                                                                                                       
                                                                                                                       1996
                                                                                                          1997 over    over
                                                                           1997       1996       1995       1996       1995
    <S>                                                                   <C>         <C>        <C>        <C>        <C>
    Revenues:
      Renewable performance tracking services.........                     81.0%       75.9%      76.7%      37.8%      39.9%
      Renewable syndicated service....................                     10.8        10.1        5.5       37.7      158.7
      Custom and other research.......................                      8.2        14.0       17.8      (23.7)      10.8
                                                                          -----       -----      -----
              Total revenues..........................                    100.0       100.0      100.0       29.2       41.3
                                                                          =====       =====      =====

    Operating expenses:
      Direct expenses.................................                     44.1        45.1       39.2       26.3       62.7
      Selling, general and administrative.............                     24.4        24.3       26.5       30.1       29.4
      Depreciation and amortization...................                      1.0         1.4        1.3       (8.2)      45.4
      Special compensation charge.....................                     10.7          -          -       100.0          -
                                                                          -----       -----      -----              
              Total operating expenses................                     80.2        70.8       67.0       46.4       49.2
                                                                          -----       -----      -----
    Operating income..................................                     19.8%       29.2%      33.0%      (12.4)%    25.3%
                                                                          =====       =====      =====
   </TABLE>

   Year Ended December 31, 1997 Compared to Year Ended December 31, 1996

        Total revenues.  Total revenues increased 29.2% in 1997 to $16.3
   million from $12.6 million in 1996.  Revenues from the Company's renewable
   performance tracking services increased 37.8% in 1997 to $13.2 million
   from $9.6 million in 1996 due primarily to the addition of new clients
   and, to a lesser extent, an increase in the scope of existing tracking
   projects.  Revenues from the Company's renewable syndicated service
   increased 37.7% to $1.8 million in 1997 from $1.3 million in 1996.  Such
   increase reflects the addition of new syndicated service clients.  The
   Company's custom research revenue decreased 23.7% to $1.3 million in 1997
   from $1.8 million in 1996.  The decrease reflects the Company's primary
   focus on the other services provided by the Company.

        Direct expenses.  Direct expenses increased 26.3% to $7.2 million in
   1997 from $5.7 million in 1996.  The increase in direct expenses was due
   to increases in postage expenses of $630,000, printing expenses of
   $161,000 and labor and payroll expenses of $642,000.  Direct expenses
   decreased as a percentage of total revenues to 44.1% in 1997 from 45.1% in
   1996.  The decrease in direct expenses as a percentage of total revenues
   was due primarily to incidental sales of the 1996 edition of the Market
   Guide during 1997.

        Selling, general and administrative expenses.  Selling, general and
   administrative expenses increased 30.1% to $3.9 million in 1997 from $3.1
   million in 1996.  This increase was primarily due to an increase of
   $443,000 associated with the expansion of the Company's sales and
   marketing work force, an increase of $126,000 in expenses related to
   enhancements to the Company's dynamic questionnaire production software
   and an increase of $68,000 in profit sharing expense.  Selling, general
   and administrative expenses increased as a percentage of revenues to 24.4%
   in 1997 from 24.3% in 1996.

        Depreciation and amortization.  Depreciation and amortization expense
   decreased 8.2% to $159,000 in 1997 from $173,000 in 1996 but remained
   relatively constant as a percentage of revenues at 1.0% and 1.4% in 1997
   and 1996, respectively.

        Provision for income taxes.  The provision for income taxes totaled
   $376,000 for 1997, plus pro forma income taxes for 1997 of $803,000, for
   total income taxes for 1997 of $1,179,000 (32.8% effective tax rate),
   which included a $258,000 nonrecurring income tax benefit created by the
   termination of the Company's S Corporation status in October 1997 in
   connection with the Company's initial public offering.  Without the
   nonrecurring income tax benefit, total income taxes for 1997 would have
   been $1,437,000 (39.9% effective tax rate), which compared to a $1,534,000
   pro forma income tax expense for 1996 (40.0% effective tax rate).

   Year Ended December 31, 1996 Compared to Year Ended December 31, 1995

        Total revenues.  Total revenues increased 41.3% in 1996 to $12.6
   million from $8.9 million in 1995.  Revenues from the Company's renewable
   performance tracking services increased 39.9% in 1996 to $9.6 million from
   $6.8 million in 1995 due primarily to an increase in the scope of existing
   tracking projects and, to a lesser extent, the addition of new clients and
   an increase in the number of new projects for existing clients.  Revenues
   from the Company's renewable syndicated service increased 158.7% to $1.3
   million in 1996 from $493,000 in 1995 due to the timing of releases of new
   editions of the Market Guide.  A new edition of the Market Guide was
   published in 1996 but not in 1995 since the Market Guide was published on
   a bi-annual basis prior to 1996.  Revenues from the Company's custom
   research increased 10.8% to $1.8 million in 1996 from $1.6 million in
   1995.

        Direct expenses.  Direct expenses increased 62.7% to $5.7 million in
   1996 from $3.5 million in 1995.  Direct expenses increased as a percentage
   of total revenues to 45.1% in 1996 from 39.2% in 1995.  The increase in
   direct expenses as a percentage of total revenues was due to higher
   staffing levels in 1996 which increased labor and payroll expenses by
   $845,000, increased postage and printing expenses of $515,000, one-time
   costs of $122,000 associated with converting the internal processing of
   certain surveys to a new image scanning and editing system, and sales of
   the Market Guide in 1996 at lower gross margins than sales in 1995 since a
   new edition of the Market Guide (with associated costs) was published in
   1996 but not in 1995.

        Selling, general and administrative expenses.  Selling, general and
   administrative expenses increased 29.4% to $3.1 million in 1996 from $2.4
   million in 1995.  Selling, general and administrative expenses decreased
   as a percentage of total revenues to 24.3% in 1996 from 26.5% in 1995. 
   The decrease in these expenses as a percentage of total revenues reflects
   the Company's efforts to spread its general and administrative costs over
   a higher revenue base, which were partially offset by an increase in
   selling and marketing expenses of $222,000.

        Depreciation and amortization.  Depreciation and amortization expense
   increased 45.4% to $173,000 in 1996 from $119,000 in 1995 but remained
   relatively constant as a percentage of total revenues at 1.4% and 1.3% in
   1996 and 1995, respectively.  The aggregate increase was principally due
   to computer equipment purchases to improve internal systems to support
   business growth.

   Liquidity and Capital Resources

        The Company's principal source of funds historically has been cash
   flow from its operations.  The Company's cash flow has been sufficient to
   provide funds for working capital and capital expenditures.  The cash flow
   of the Company and its cash position was enhanced by the issuance of
   common stock in the Company's initial public offering during 1997.

        As of December 31, 1997, the Company had cash and cash equivalents of
   $4.7 million and working capital of $17.7 million.

        During 1997, the Company generated $1.5 million of net cash from
   operating activities as compared to $6.3 of net cash generated during
   1996.  The decrease in cash flow was due, in part, to the timing of the
   collection of a $1.3 million account receivable in January 1996 and the
   timing of costs incurred in advance of billings on certain projects,
   combined with the growth in accounts receivable, unbilled revenues and
   deferred revenues.  The decrease in operating cash flow was also due to
   the special compensation charge in the fourth quarter of $1.7 million in
   connection with the Company's initial public offering.

        Net cash used in investing activities was $12.1 million for 1997 and
   $1.2 million for 1996.  The 1997 increase in cash used by investing was
   primarily due to the purchasing of investments available-for-sale, which
   was offset by an investment of $341,000 in furniture, computer equipment
   and production equipment to meet the expansion of the Company's business. 
   The 1996 use of cash was primarily a result of an increase in investments
   available-for-sale and an investment of $272,000 in furniture, computer
   equipment and production equipment.  The Company's investments available-
   for-sale consist principally of United States government securities with
   maturities of two years or less.

        Net cash provided by financing activities was $12.5 million for 1997,
   compared to net cash used of $3.3 million in 1996.  Net cash provided by
   financing activities for 1997 was the result of the Company's receipt of
   approximately $16.8 million of net proceeds from its initial public
   offering.  The primary use of cash for financing activities was S
   Corporation distributions to shareholders of $4.3 million and $3.3 million
   for 1997 and 1996, respectively.

        The Company has budgeted approximately $400,000 for expenditures in
   1998, to be funded through cash generated from operations.  The Company
   expects that capital expenditures during 1998 will be primarily for
   telecommunications equipment, computer hardware, product equipment and
   furniture.

        The Company typically bills clients for projects before they have
   been completed.  Billed amounts are recorded as billings in excess of
   costs or deferred revenue on the Company's financial statements and are
   recognized as income when earned.  As of December 31, 1997 and 1996, the
   Company had $2.3 million and $2.2 million of deferred revenues,
   respectively.  In addition, when work is performed in advance of billing,
   the Company records this work as a cost in excess of billings or unbilled
   revenue.  At December 31, 1997 and 1996, the Company had $560,000 and
   $282,000 of unbilled revenues, respectively.  Substantially all deferred
   and unbilled revenues will be earned and billed, respectively, within 12
   months of the respective period ends.

        On October 16, 1997, the Company completed the initial public
   offering of shares of its Common Stock, resulting in net proceeds to the
   Company of approximately $16.8 million.  The Company believes the net
   proceeds of this offering together with cash flows from operations and
   existing cash balances will be sufficient to meet its working capital and
   capital expenditure requirements for at least the next 12 months.

   Year 2000

        The Company has completed an assessment and developed plans to
   address issues related to the impact of the year 2000 on its computer
   systems.  Financial and operational systems have been assessed, and
   initial plans have been developed to address the requirements.  Many of
   the software programs used by the Company are already compliant with the
   requirements of year 2000 processing.  The remaining systems are currently
   being upgraded to new vendor versions which, in addition to providing
   increased functionality, will address the year 2000 issue.  All of these
   upgrades are expected to be completed prior to any anticipated impact of
   the year 2000 on the Company's operations.  The financial impact of
   upgrading software is not expected to be material to the Company's
   consolidated financial position, results of operations or cash flow.

   Accounting Pronouncements

        Statements of Financial Accounting Standards ("SFAS") 130, Reporting
   Comprehensive Income, and SFAS 131, Disclosures about Segments of an
   Enterprise and Related Information, were issued in June, 1997.  SFAS 130
   establishes standards for the reporting and display of comprehensive
   income and its components in a full set of general-purpose financial
   statements.  SFAS 131 establishes standards for the way that public
   business enterprises report information about operating segments in annual
   financial statements and requires that those enterprises report selected
   information about operating segments in financial reports issued to
   shareholders.  It also established standards for related disclosures about
   products and services, geographic areas and major customers.  Both SFAS
   130 and SFAS 131 are effective for periods beginning after December 15,
   1997.  The Company anticipates adopting these accounting pronouncements in
   1998; however, management believes that they will not have a significant
   impact on the Company's financial statements.  SFAS 132, Employers'
   Disclosures about Pensions and Other Postretirement Benefits, was issued
   in February 1998 and is effective for fiscal years beginning after
   December 15, 1997.  SFAS 132 revises disclosure requirements for pension
   and other postretirement benefits plans.  The Company does not expect any
   impact on its financial statements due to SFAS 132 because the Company
   does not sponsor defined benefit or other postretirement benefits covered
   by this accounting standard.

   Item 7A.  Quantitative and Qualitative Disclosure About Market Risk.

        Not applicable.

   Item 8.  Financial Statements and Supplementary Data 

   Quarterly Financial Data (Unaudited)

        Selected quarterly financial information for the fiscal years ended
   December 31, 1997 and 1996 is as follows (in thousands, except per share
   data):

   <TABLE>
   <CAPTION>
                                                                                  Quarter
                                                                                   Ended
                                                           Dec.     Sept.    June     Mar.     Dec.    Sept.     June     Mar.
                                                            31,      30,     30,      31,      31,      30,       30,      31,  
                                                           1997     1997     1997     1997     1996     1996     1996    1996
    <S>                                                  <C>      <C>     <C>      <C>       <C>     <C>      <C>      <C>
    Revenues:
     Renewable performance tracking services  . . . .    $3,800   $3,433  $3,083   $2,871    $2,936  $2,320   $2,191   $2,122
     Renewable syndicated services  . . . . . . . . .       462      852     103      341       252     923       19       82
     Custom and other research  . . . . . . . . . . .       341      446     324      228       459     397      452      447
                                                        -------  -------  ------  -------   -------  ------   ------  -------
         Total revenues . . . . . . . . . . . . . . .     4,603    4,731   3,510    3,440     3,647   3,640    2,662    2,651
    Direct expenses . . . . . . . . . . . . . . . . .     1,840    2,327   1,618    1,393     1,432   1,926    1,195    1,132
    Selling, general and administrative . . . . . . .     1,149      995     886      951     1,064     677      659      660
    Depreciation and amortization . . . . . . . . . .        37       43      37       42        60      41       36       36
    Special compensation charge . . . . . . . . . . .     1,740       --      --       --        --      --       --       --
                                                        -------  -------  ------  -------   -------  ------   ------  -------
    Operating income (loss) . . . . . . . . . . . . .     (163)    1,366     969    1,054     1,091     996      772      823
    Other income and expenses, net  . . . . . . . . .       215       55      52       45        45      32       38       37
    Provision for income taxes  . . . . . . . . . . .       376      --      --       --        --      --       --       -- 
    Pro forma income taxes (benefit)(1) . . . . . . .     (613)      568     408      440       455     411      324      344
                                                        -------  -------  ------  -------   -------  ------   ------  -------
    Pro forma net income(1) . . . . . . . . . . . . .   $   289  $   853  $  613  $   659   $   681 $   617  $   486  $   516
                                                        =======  =======  ======  =======   =======  ======   ======  =======
    Pro forma net income per share - basic
       and diluted(1) . . . . . . . . . . . . . . . .   $  0.04  $  0.14  $ 0.10  $  0.11     $.011   $0.10  $  0.08  $  0.08  

    Weighted average shares outstanding -
       basic and diluted(2) . . . . . . . . . . . . .     7,195    6,185   6,185    6,185     6,185   6,185    6,185    6,185

   _______________________

   (1)  From August 1, 1994 through October 13, 1997, the Company was an S Corporation and, accordingly, was not subject to
        Federal and state income taxes for any of the quarterly periods presented, except from October 14, 1997 to December 31,
        1997.  Pro forma net income reflects a pro forma tax provision at a combined Federal and state rate of 40% for the
        periods the Company was an S Corporation as if it had been a C Corporation.

   (2)  Includes 129,812 shares of Common Stock which, had they been issued (at $13.95 per share, the initial public offering
        price less the underwriting discount), would have generated cash sufficient to fund the portion of the estimated S
        Corporation distributions and special (cash) compensation expense that are in excess of the Company's 1996 net income. 
        See Note 1 to the Company's Financial Statements.

   </TABLE>

   <PAGE>

                          INDEPENDENT AUDITORS' REPORT


   The Board of Directors
   National Research Corporation:


   We have audited the accompanying balance sheets of National Research
   Corporation as of December 31, 1997 and 1996 and the related statements of
   income, shareholders' equity and cash flows for each of the years in the
   three-year period ended December 31, 1997.  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 audits.

   We conducted our audits 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 audits
   provide 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 National Research
   Corporation as of December 31, 1997 and 1996 and the results of its
   operations and its cash flows for each of the years in the three-year
   period ended December 31, 1997, in conformity with generally accepted
   accounting principles.

                                                KPMG Peat Marwick LLP


   Lincoln, Nebraska
   February 6, 1998


   <PAGE>

                          NATIONAL RESEARCH CORPORATION

                                 Balance Sheets

                           December 31, 1997 and 1996

    Assets                                          1997           1996
    Current assets:
     Cash and cash equivalents  . . . . . . . $  4,688,352   $  2,782,212
     Investments in marketable debt
       securities   . . . . . . . . . . . . .   13,220,553      1,476,965
     Trade accounts receivable, less
       allowance for doubtful accounts of
       $62,808 and $45,000 in 1997 
       and 1996, respectively  .  . . . . . .    3,094,772      1,216,812
     Unbilled revenues  . . . . . . . . . . .      559,856        282,358
     Prepaid expenses and other   . . . . . .      184,156         46,022
     Deferred income taxes  . . . . . . . . .      127,225              -
                                               -----------    -----------
         Total current assets . . . . . . . .   21,874,914      5,804,369
                                               -----------    -----------
     Property and equipment:                               
     Furniture and equipment  . . . . . . . .      382,654        291,514
     Computer equipment   . . . . . . . . . .      681,563        481,055
                                               -----------    -----------  
                                                 1,064,217        772,569
     Less accumulated depreciation and                    
     amortization   . . . . . . . . . . . . .      544,262        434,937
                                               -----------    -----------
         Net property and equipment . . . . .      519,955        337,632
                                               -----------    -----------
    Deferred income taxes . . . . . . . . . .      155,775              -
    Other . . . . . . . . . . . . . . . . . .       12,482         10,657
                                               -----------    -----------
                                                          
         Total assets . . . . . . . . . . . .  $22,563,126     $6,152,658
                                               ===========    ===========
                                                          
       Liabilities and Shareholders' Equity               

    Current liabilities:                                  
     Accounts payable and accrued 
       expenses  . . . . . . . . .  . . . . .     $615,930       $494,614
     Accrued wages, bonuses and profit
       sharing  . . . . . . . . . . . . . . .    1,161,917        764,784
     Dividends payable  . . . . . . . . . . .            -        359,384
     Income taxes payable   . . . . . . . . .      118,000              -
     Billings in excess of revenues                       
       earned  . . . . . . . . . . . . . . . .   2,297,751      2,168,026
                                               -----------    -----------
         Total current liabilities  . . . . .    4,193,598      3,786,808

                                                          
    Bonuses and profit sharing accruals . . .      248,684        286,443
                                               -----------    -----------
         Total liabilities  . . . . . . . . .    4,442,282      4,073,251
                                               -----------    -----------
                                                          
    Shareholders' equity:                                 
     Preferred stock, $.01 par value;
       authorized 2,000,000 shares no shares
       issued and outstanding   . . . . . . . .          -              -
     Common stock, $.001 par value;
       authorized 20,000,000 shares, issued and
       outstanding 7,305,000 and 6,055,000 in
       1997 and 1996, respectively  . . . . . .      7,305          6,055
     Additional paid-in capital   . . . . . .   16,839,839              -
     Retained earnings  . . . . . . . . . . .    1,273,700      2,073,352
                                               -----------    -----------
         Total shareholders' equity . . . . .   18,120,844      2,079,407
                                               -----------    -----------
    Commitments and contingencies                                        
                                                          
         Total liabilities and shareholders'
         equity . . . . . . . . . . . . . . .  $22,563,126     $6,152,658
                                               ===========     ==========
    See accompanying notes to financial statements.

   <PAGE>

                           NATIONAL RESEARCH CORPORATION

                                Statements of Income

                  Years ended December 31, 1997, 1996 and 1995

                                         1997          1996         1995    
    Revenues:
     Renewable performance
        tracking services . . . .    $ 13,187,685  $  9,568,915  $ 6,839.410
     Renewable syndicated service       1,757,691     1,276,423      493,416
     Custom and other research  .       1,338,757     1,754,895    1,584,533
                                      -----------   -----------   ----------
         Total revenues . . . . .      16,284,133    12,600,233    8,917,359
                                      -----------   -----------   ----------
    Operating expenses:

     Direct expenses  . . . . . .       7,178,408     5,685,200    3,494,706
     Selling, general and 
        administrative  . . . . .       3,980,316     3,060,189    2,364,269
     Depreciation and amortization        159,013       173,148      119,093
     Special compensation charge        1,740,000          -            -   
                                       ----------    ----------    ---------
         Total operating expenses      13,057,737     8,918,537    5,978,068
                                       ----------    ----------    ---------
         Operating income . . . .       3,226,396     3,681,696    2,939,291
                                       ----------    ----------    ---------
    Other income:
     Interest income  . . . . . .         366,978       125,948      106,300
     Other, net   . . . . . . . .              55        26,484        1,651
                                       ----------    ----------    ---------
         Total other income . . .         367,033       152,432      107,951
                                       ----------    ----------    ---------
         Income before income
           taxes  . . . . . . . .       3,593,429     3,834,128    3,047,242

     Provision for income taxes           376,000          -           -    
                                       ----------    ----------    ---------
         Net income . . . . . . .     $ 3,217,429  $  3,834,128  $ 3,047,242

    Pro forma information:
     Net income   . . . . . . . .     $ 3,217,429  $  3,834,128  $ 3,047,242
     Pro forma income taxes   . .         803,463     1,533,651    1,218,897
                                       ----------    ----------   ----------
         Pro forma net income . .     $ 2,413,966   $ 2,300,477  $ 1,828,345
                                       ==========    ==========   ==========
    Pro forma net income per share
    - basic and diluted . . . . .   $        0.37      $   0.37
                                       ==========    ==========

     See accompanying notes to financial statements.

   <PAGE>

   <TABLE>

                          NATIONAL RESEARCH CORPORATION

                       Statements of Shareholders' Equity

                   For the three years ended December 31, 1997

   <CAPTION>

                                                                             Additional
                                                Preferred      Common         Paid-in         Retained  
                                                  Stock        Stock          Capital         Earnings            Total
    <S>                                          <C>       <C>             <C>              <C>               <C>
    Balances at December 31, 1994 . . . . .                $  6,055        $         -      $ 1,755,716       $  1,761,771
                                                 $ - 
    Net income  . . . . . . . . . . . . . .        -             -                   -        3,047,242          3,047,242

    Dividends declared, $.49 per share  . .        -             -                   -       (2,979,448)        (2,979,448)
                                              ------       -------            --------      -----------       ------------

    Balances at December 31, 1995 . . . . .        -          6,055                  -        1,823,510          1,829,565


    Net income  . . . . . . . . . . . . . .        -             -                   -        3,834,128          3,834,128

    Dividends declared, $.59 per share  . .        -             -                   -       (3,584,286)        (3,584,286)
                                              ------       --------           --------       ----------        ----------
    Balances at December 31, 1996 . . . . .        -          6,055                  -        2,073,352          2,079,407

    Issuance of 1,250,000 shares of
     common stock, net of offering
     expenses   . . . . . . . . . . . . . .        -          1,250          16,839,839               -         16,841,089

    Net income  . . . . . . . . . . . . . .        -             -                   -        3,217,429          3,217,429

    Dividends declared, $.55 per share  . .        -             -                   -       (4,017,081)        (4,017,081)
                                              ------       --------          ----------      ----------        -----------

    Balances at December 31, 1997 . . . . .   $    -       $  7,305        $ 16,839,839     $ 1,273,700       $ 18,120,844
                                              ======       ========          ==========       =========        ===========

     See accompanying notes to financial statements.

   </TABLE>
   <PAGE>

   <TABLE>

                          NATIONAL RESEARCH CORPORATION

                            Statements of Cash Flows

                  Years ended December 31, 1997, 1996 and 1995

   <CAPTION>

                                                                                       1997             1996            1995
    <S>                                                                            <C>             <C>              <C>  
    Cash flows from operating activities
     Net income   . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .      $ 3,217,429     $  3,834,128     $ 3,047,242 
     Adjustments to reconcile net income to net
        cash provided by operating activities:

       Depreciation and amortization  . . . . . . . . . . . . . . . . . . . .          159,013          173,148         119,093 
       Loss on sale of property and equipment   . . . . . . . . . . . . . . .               -            32,837              -  
       Change in assets and liabilities:
         Trade accounts receivable  . . . . . . . . . . . . . . . . . . . . .       (1,877,960)       1,695,310      (2,355,788)
         Unbilled revenues  . . . . . . . . . . . . . . . . . . . . . . . . .         (277,498)        (185,024)        (97,334)
         Prepaid expenses and other . . . . . . . . . . . . . . . . . . . . .         (139,959)         (21,412)          1,278 
         Deferred tax asset . . . . . . . . . . . . . . . . . . . . . . . . .         (283,000)              -               -  
         Accounts payable and accrued expenses  . . . . . . . . . . . . . . .          121,316          134,626         128,422 

         Accrued wages, bonuses and profit sharing  . . . . . . . . . . . . .          359,374          402,788         449,724 
         Billings in excess of revenues earned  . . . . . . . . . . . . . . .          129,725          279,872         488,969 
         Income taxes payable . . . . . . . . . . . . . . . . . . . . . . . .          118,000               -               -  
         Increase in cash surrender value of life insurance . . . . . . . . .                -               -          (27,211)
                                                                                    ----------        ---------       ---------
                Net cash provided by operating activities . . . . . . . . . .        1,526,440        6,346,273       1,754,395 
                                                                                    ----------        ---------       ---------
    Cash flows from investing activities:
     Purchases of property and equipment  . . . . . . . . . . . . . . . . . .         (341,339)        (272,235)       (160,923)
     Purchases of securities available-for-sale   . . . . . . . . . . . . . .      (13,553,644)      (4,154,720)     (1,503,726)
     Proceeds from the maturities of securities 
         available-for-sale . . . . . . . . . . . . . . . . . . . . . . . . .        1,810,058        3,265,000       1,650,000
                                                                                    ----------        ---------       ---------
                Net cash used in investing activities . . . . . . . . . . . .      (12,084,925)      (1,161,955)        (14,649)
                                                                                    ----------        ---------       ---------
    Cash flows from financing activities:
     Dividends paid   . . . . . . . . . . . . . . . . . . . . . . . . . . . .       (4,376,464)      (3,336,906)     (2,709,572)
     Payments on capital leases   . . . . . . . . . . . . . . . . . . . . . .               -                -          (12,301)
     Proceeds from issuance of common stock   . . . . . . . . . . . . . . . .       16,841,089               -               -  
     Payments to acquire common stock   . . . . . . . . . . . . . . . . . . .                -               -          (29,106)
                                                                                    ----------        ---------      ----------  
                Net cash provided by (used in)
                financing activities  . . . . . . . . . . . . . . . . . . . .       12,464,625       (3,336,906)     (2,750,979)
                                                                                    ----------        ---------       ---------
                Net increase (decrease) in cash
                and cash equivalents  . . . . . . . . . . . . . . . . . . . .        1,906,140        1,847,412      (1,011,233)

    Cash and cash equivalents at beginning of period  . . . . . . . . . . . .        2,782,212          934,800       1,946,033 
                                                                                     ---------        ---------      ----------
    Cash and cash equivalents at end of period  . . . . . . . . . . . . . . .      $ 4,688,352      $ 2,782,212     $   934,800 
                                                                                     ---------        ---------      ----------
    Supplementary information
     Cash paid for:
       Interest   . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .      $        -       $        -      $       431 
                                                                                     ========         =========       =========
       Taxes  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .      $  541,000       $        -      $         -
                                                                                     ========         =========       =========
   Noncash investing and financing activities:

   In 1996, the Company assigned a life insurance policy to its majority shareholder and recorded a dividend of $178,236 for the
   cash surrender value of the life insurance policy.

   See accompanying notes to financial statements.

   </TABLE>
   <PAGE>

                          NATIONAL RESEARCH CORPORATION
                          Notes to Financial Statements


   (1)  Summary of Significant Accounting Policies

   Description of Business and Basis of Presentation

    National Research Corporation (the "Company") is a provider of ongoing
   survey-based performance measurement, analysis and tracking services to
   the healthcare industry.  The Company provides market research services to
   hospitals and insurance companies on an unsecured credit basis.  One
   client accounted for 31.1%, 40.4% and 43.7% of total revenues in 1997,
   1996 and 1995, respectively.  This client canceled its contract for
   performance measurement studies in December of 1997.  Another client
   accounted for 13.6% of total revenues in 1995.  A third client accounted
   for 15.1% of the total revenues in 1997.  The Company operates in a single
   industry segment.

   Basis of Presentation

    Pro Forma Net Income and Net Income Per Share - Pro forma net income and
   pro forma income per share has been computed assuming that the Company had
   been taxed as a C Corporation for Federal and state income tax purposes
   for all periods presented.  Pro forma income per share has been calculated
   following the adoption of Statement of Financial Accounting Standards
   (SFAS) 128, Earnings per Share, which has changed the method for
   calculating income per share.  SFAS 128 requires the presentation of
   "basic" and "diluted" income per share data on the face of the income
   statement.  Prior period income per share data has been restated in
   accordance with SFAS 128.  Pro forma income per share is computed by
   dividing net income by the weighted average number of common shares and
   common equivalent shares outstanding during each period.

    Pursuant to Securities and Exchange Commission Staff Accounting Bulletin
   No. 98, weighted average shares outstanding for 1997 and 1996 include the
   pro forma effect of shares that would have had to have been issued (at
   $13.95 per share, the initial public offering price less the underwriting
   discount expense) to generate sufficient cash to fund the portion of the
   approximately $5.6 million of S Corporation distributions and special
   (cash) compensation expense that are in excess of the net income for the
   year ended December 31, 1996.  The weighted average shares outstanding is
   calculated as follows:


                                                 Year ended      Year ended
                                                 December 31,    December 31,
                                                    1997            1996  

    Common stock  . . . . . . . . . . . . .      6,309,728       6,055,000
    Dilutive effect of assumed initial
    public offering shares for 
    distribution  . . . . . . . . . . . . .        129,812         129,812
                                                 ---------       ---------
       Weighted average common 
       shares - Basic . . . . . . . . . . .      6,439,540       6,184,812
    Dilutive effect of options issued . . .            694           --   
                                                 ---------       ---------
       Weighted average common shares and
       common share equivalents 
       - Diluted  . . . . . . . . . . . . .      6,440,234       6,184,812
                                                 =========       =========

    There are no reconciling items between the Company's reported pro forma
   net income and pro forma net income used in the computation of basic and
   diluted income per share.

   Use of Estimates

    The preparation of financial statements in conformity with generally
   accepted accounting principles requires management to make certain
   estimates and assumptions that affect the reported amounts of assets and
   liabilities at the date of the financial statements and the reported
   amounts of revenues and expenses during the reporting period.  Actual
   results could differ from those estimates.

   Revenue Recognition

    The Company derives a substantial majority of its operating revenues
   from its annually renewable services, which include the NRC Listening
   System ("Renewable Performance Tracking Services") and the NRC Healthcare
   Market Guide ("Renewable Syndicated Service").  Under the NRC Listening
   System, the Company provides interim and annual performance tracking to
   its clients under annual client service contracts, although such contracts
   are generally cancelable on short or no notice without penalty.  Through
   its syndicated NRC Healthcare Market Guide, the Company publishes
   healthcare market information to its clients generally on an annual or
   (prior to 1996) biannual basis.  The Company also derives revenues from
   custom and other research projects.

    The Company recognizes revenues from its Renewable Performance Tracking
   Services and its custom and other research projects using the percentage
   of completion method of accounting.  These services typically include a
   series of surveys and deliverable reports in which the timing and
   frequency vary by contract.  Progress on a contract can be tracked
   reliably and customers are obligated to pay as services are performed. 
   The recognized revenue is the percent of estimated total revenues that
   incurred costs to date bear to estimated total costs after giving effect
   to estimates of costs to complete based upon most recent information. 
   Losses expected to be incurred on jobs in progress are charged to income
   as soon as such losses are known.  Revenues earned on contracts in
   progress in excess of billings are classified as a current asset.  Amounts
   billed in excess of revenues earned are classified as a current liability. 
   Client projects are generally completed within a twelve-month period.

    The Company recognizes revenue on a completed contract basis for its
   Renewable Syndicated Service contracts with its principal customers. 
   Characteristics of these contracts include durations of four to six
   months, progress to completion cannot be reasonably defined, and various
   intermediate steps in the process overlap in stages of progress for
   different contracts.  The Company defers direct costs of preparing the
   survey data for the Renewable Syndicated Service.  The Company recognizes
   revenues and related direct costs for its Renewable Syndicated Service
   upon delivery to its principal customers.  Customers have no obligation to
   pay for these services until the services are delivered.  The Company
   generates additional revenues from incidental customers subsequent to the
   completion of each edition. Revenues and costs for these services are
   recognized as the customization services are performed and completed.

   Property and Equipment

    Property and equipment is stated at cost.  Major expenditures to
   purchase property or to substantially increase useful lives of property
   are capitalized.  Maintenance, repairs and minor renewals are expensed as
   incurred.  When assets are retired or otherwise disposed of, their costs
   and related accumulated depreciation are removed from the accounts and
   resulting gains or losses are included in income.

    The Company provides for depreciation and amortization of property and
   equipment using annual rates which are sufficient to amortize the cost of
   depreciable assets over their estimated useful lives of five to seven
   years.  The Company uses accelerated methods of depreciation and
   amortization over estimated useful lives of five to seven years for
   furniture and fixtures and three to five years for computer equipment.

   Marketable Securities

    All marketable securities held by the Company at December 31, 1997 and
   1996 were classified as available-for-sale and recorded at cost, which
   approximates market value.  Unrealized holding gains and losses, net of
   the related tax effect, on available-for-sale securities are excluded from
   income and are reported as a separate component of shareholders' equity
   until realized.  Realized gains and losses from the sale of available-for-
   sale securities are determined on a specific-identification basis.  Fair
   values are estimated based on quoted market prices.

   Income Taxes

    Effective August 1, 1994, the Company, with the consent of its
   shareholders, elected under the Internal Revenue Code to be an S
   Corporation.  In lieu of corporation income taxes, the shareholders of an
   S Corporation are taxed on their proportionate share of the Company's
   taxable income.  The Company terminated its S Corporation election on
   October 13, 1997.  Therefore, no provision or liability for federal income
   taxes has been included in these financial statements for the period from
   January 1, 1997 through October 13, 1997 and for the years ended December
   31, 1996 and 1995.  Income taxes have been provided on the Company's
   taxable income from October 14, 1997 through December 31, 1997.

    Upon the termination of its S Corporation election, the Company adopted
   the asset and liability method of accounting for income taxes of Statement
   of Financial Accounting Standards ("SFAS") No. 109, Accounting for Income
   Taxes.  (See also note 3.)  Under that method, deferred income 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
   using enacted tax rates.  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.  Valuation allowances, if any, are
   established when necessary to reduce deferred tax assets to the amount
   that is more likely than not to be realized.

   Stock Option Plans

    The Company recognizes stock-based compensation expense for its stock
   option plans using the intrinsic value method.  Under that method, no
   compensation expense is recorded if the exercise price of the employee
   stock options equals or exceeds the market price of the underlying stock
   on the date of grant.  For disclosure purposes, pro forma net income and
   income per share are provided as if the fair value method had been
   applied.

   Cash and Cash Equivalents

    For purposes of the statements of cash flows, the Company considers all
   highly liquid investments with original maturities of three months or less
   to be cash equivalents. 

   (2)  Investments in Marketable Debt Securities

    The carrying value of available-for-sale securities by major security
   type is shown below.  Amortized cost approximates fair value.

                                                       December 31,
                                                            
    Debt securities:                              1997             1996
     Obligations of U.S. government
     agencies   . . . . . . . . . . .         $13,219,350       $1,475,752
    Other . . . . . . . . . . . . . .               1,203            1,213
                                               ----------        ---------
       Total  . . . . . . . . . . . .         $13,220,553       $1,476,965
                                               ==========        =========

    There were no sales of marketable securities in advance of schedule
   maturities of available-for-sale marketable debt securities during 1997,
   1996 or 1995.  All marketable debt securities have stated maturities of
   two years or less.

   (3)  Income Taxes and Pro Forma Income Taxes

    Income tax expense (benefit) for the period of October 14, 1997 through
   December 31, 1997 consisted of the following components:

                                          Current      Deferred       Total

    Federal . . . . . . . . . . . .     $553,000     $(237,000)   $316,000
    State . . . . . . . . . . . . .      106,000       (46,000)     60,000
                                        --------     ---------    --------
       Total  . . . . . . . . . . .     $659,000     $(283,000)   $376,000
                                        ========     =========    ========

    Income tax expense for the period of October 14, 1997 through December
   31, 1997 is based on taxable income of approximately $1,592,500.  The
   difference between the Company's income tax expense as reported in the
   accompanying financial statements for 1997 and that which would be
   calculated applying the U.S. Federal income tax rate of 34% on pretax
   income is as follows:

    Expected Federal income taxes . . . . . . . . . . . . . . . .   $541,500
    State income taxes, net of federal benefit  . . . . . . . . .     70,100
    Deferred tax benefits recognized upon termination
      of the Company's S Corporation election  . . . . . . . . . .  (258,000)
    Other . . . . . . . . . . . . . . . . . . . . . . . . . . . .     22,400
                                                                    --------
       Total  . . . . . . . . . . . . . . . . . . . . . . . . . .   $376,000
                                                                    ========

   Deferred tax assets at December 31, 1997, were comprised of the
   following:

    Deferred tax assets:
     Allowance for doubtful accounts  . . . . . . . . . . . . .      $24,500
     Accrued expenses   . . . . . . . . . . . . . . . . . . . .      102,725
     Bonus and profit sharing accruals  . . . . . . . . . . . .      155,775
                                                                     -------
       Total deferred tax assets  . . . . . . . . . . . . . . .     $283,000
                                                                     =======

    The Company did not record a valuation allowance for its deferred tax
   assets because management believes that it is more likely than not that
   the Company will generate sufficient taxable income to fully realize these
   deferred tax benefits.

    The accompanying statements of income reflect a provision for income
   taxes on a pro forma basis, at a combined rate of 40% (Federal statutory
   rate of 34% plus estimated state rate, net of federal benefit of 6%) as if
   the Company was liable for Federal and state income taxes as a taxable
   corporate entity throughout the periods presented.

    The components of the provision for pro forma income taxes are as
   follows:


                                  Years ended December 31,
                              1997         1996          1995

    Federal . . . . .      $642,770   $1,226,921      $975,118
    State . . . . . .       160,693      306,730       243,779
                           --------   ----------    ----------
    Pro forma income
    taxes . . . . . .      $803,463   $1,533,651    $1,218,897
                           ========   ==========    ==========

   (4)  Common Stock

    During 1997, the Company reincorporated in Wisconsin and paid a stock
   dividend of approximately 239.5-to-1, the effects of which were given
   retroactive effect in the accompanying financial statements.  In
   connection with the reincorporation, the Company also increased its
   authorized common stock from 100,000 shares to 20,000,0000 shares and
   authorized up to 2,000,0000 shares of undesignated preferred stock. 

    In August 1997, the Company decided to pay special cash bonuses
   aggregating $1,740,000 to two executive officers prior to the termination
   of its S Corporation status, with such bonuses intended to fund the
   purchase of Company shares by such individuals in an initial public
   offering ("IPO") of the Company's common stock.  The related special
   compensation expense of $1,740,000 was recognized by the Company in the
   fourth quarter of 1997, concurrent with the completion of the IPO.  The
   special compensation expense reduced the amount otherwise available for
   distribution to the Company's shareholders prior to the termination of its
   S Corporation status.

    On October 9, 1997, the Company completed its IPO by issuing 1,250,000
   shares of common stock at a price of $15 per share.  Net proceeds of
   $16,841,089 were realized by the Company after deducting the underwriting
   discount and offering expenses.

   (5)  Stock Option Plans

    In August 1997, the Board of Directors adopted and the Company's
   shareholders approved the National Research Corporation 1997 Equity
   Incentive Plan (the "Equity Incentive Plan").  The Equity Incentive Plan
   provides for the granting of options to purchase up to an aggregate of
   730,000 shares of the Company's common stock through the date of the
   Company's annual meeting of shareholders in the year 2001.  Options
   granted may be either nonqualified or incentive stock options.  Vesting
   terms vary with each grant, and option terms are five years.  At December
   31, 1997, there were approximately 562,870 shares available for issuance
   pursuant to future grants under the Equity Incentive Plan.

    In October 1997, the Board of Directors adopted and the Company's
   shareholders approved the National Research Corporation Director Stock
   Plan (the "Director Plan").  As amended in December 1997, the Director
   Plan provides for formula grants of nonqualified options to each director
   of the Company who is not an employee of the Company.  On the date of each
   annual meeting of shareholders of the Company, each such director, if
   reelected or retained as a director at such meeting, is granted an option
   to purchase 1,000 shares of the Company's common stock.  Option exercise
   prices equal the fair market value of the Company's common stock on the
   date of grant.  Options vest one year following the date of grant and may
   be exercisable for a period of up to 10 years following the date of grant. 
   No options have been granted under the Director Plan.  At December 31,
   1997, there were 30,000 shares available for issuance pursuant to future
   grants under the Director Plan.

    Options to purchase 168,843 shares of common stock were granted
   concurrent with the completion of the Company's IPO with exercise prices
   equal to the IPO price of $15 per share.  No compensation expense was
   recorded on this grant.  Had compensation cost for the Equity Incentive
   Plan been determined using the fair value method, the Company's net income
   and net income per share would have been reduced to the pro forma amounts
   indicated below:
                                                                          
                                                                       1997
    Pro forma:
        Net income, as reported . . . . . . . . . . . . . . . .       $2,414
        Net income, adjusted for the fair value method  . . . .        2,332

        Income per share, as reported (1) . . . . . . . . . . .        $0.37
        Income per share, adjusted for the fair value 
          method (1) . . . . . . . . . . . . . . . . . . . .  .         0.36

       (1) Amounts are the same for both basic and diluted income per share.


    The weighted average fair value of options granted in 1997 was $6.16. 
   These pro forma amounts may not be representative of future disclosures
   since the estimated fair value of stock options is amortized to expense
   over the vesting period, and additional options may be granted in future
   years.  The fair value for these options was estimated at the date of
   grant using the Black-Scholes model with the following assumptions:


    Expected dividend yield at date of grant  . . . . .          0
    Expected stock price volatility . . . . . . . . . .         45%
    Risk-free interest rate in 1997 . . . . . . . . . .       6.00%
    Expected life of options  . . . . . . . . . . . . .       3.75

    The following information relates to options to purchase common stock
   under the Equity Incentive Plan for the year ended December 31, 1997:


                                                                Weighted
                                                                Average
                                                Options      Exercise Price

    Granted . . . . . . . . . . . . . . .       $168,843           $15
    Forfeited . . . . . . . . . . . . . .         (1,713)           15
                                                --------      --------
    Options outstanding, December 31, 1997       167,130            15
                                                ========      ========
    Exercisable . . . . . . . . . . . . .             --           $15
                                                ========      ========
   (6)  Leases

    The Company leases office space for a monthly base rental payment plus
   maintenance and utilities.  The lease expired on April 30, 1997.  Rental
   expense was $253,034, $183,118 and $168,417 during 1997, 1996 and 1995,
   respectively, and is included in selling, general and administrative
   expenses in the statements of income.

    On January 9, 1998, the Company executed a new lease commitment for its
   existing office space which requires minimum rental payments of $199,311
   in 1998 and $182,279 in 1999.

   (7)  Employee Benefits

    During 1995, the Company established a qualified defined contribution
   profit sharing plan covering substantially all employees with a minimum
   service of 1,000 hours and one year of service except for highly
   compensated employees covered by other nonqualified profit sharing plans. 
   Employer contributions, which are discretionary, vest to participants at a
   rate of 20% per year.  Total profit sharing expense was $97,402, $75,229
   and $48,989 in 1997, 1996 and 1995, respectively.

    The Company also sponsors nonqualified profit sharing bonus and
   incentive plans for employees and members of executive management of the
   Company.  Certain bonuses under the executive management incentive plan
   are paid over a five-year period.  Expense recorded under these plans was
   $607,877, $552,832 and $468,052 in 1997, 1996 and 1995, respectively.

   Item 9.   Changes in and Disagreements with Accountants on Accounting and
             Financial Disclosure 

        None.

                                    PART III

   Item 10.  Directors and Executive Officers of the Registrant

        The information required by this Item with respect to directors and
   Section 16 compliance is included under the captions "Election of
   Directors" and "Section 16(a) Beneficial Ownership Reporting Compliance",
   respectively, in the Company's definitive Proxy Statement for its 1998
   Annual Meeting of Shareholders ("Proxy Statement") and is hereby
   incorporated herein by reference.  Information with respect to the
   executive officers of the Company appears in Part I, page 7 of this Annual
   Report on Form 10-K.

   Item 11.  Executive Compensation

        The information required by this Item is included under the captions
   "Board of Directors-Director Compensation" and "Executive Compensation" in
   the Proxy Statement and is hereby incorporated herein by reference;
   provided, however, that the subsection entitled "Executive Compensation-
   Report on Executive Compensation" shall not be deemed to be incorporated
   herein by reference.

   Item 12.  Security Ownership of Certain Beneficial Owners and Management

        The information required by this Item is included under the caption
   "Principal Shareholders" in the Proxy Statement and is hereby incorporated
   herein by reference.

   Item 13.  Certain Relationships and Related Transactions 

        The information required by this Item is included under the captions
   "Certain Transactions" and "Executive Compensation-Compensation Committee
   Interlocks and Insider Participation" in the Proxy Statement and is hereby
   incorporated herein by reference.


                                     PART IV

   Item 14.  Exhibits, Financial Statement Schedules, and Reports on Form 8-K

     (a)     1.   Financial statements - The financial statements listed in
                  the accompanying index to financial statements and
                  financial statement schedules are filed as part of this
                  Annual Report on Form 10-K.

             2.   Financial statement schedules - The financial statement
                  schedules listed in the accompanying index to financial
                  statements and financial statement schedules are filed as 
                  part of this Annual Report on Form 10-K.

             3.   Exhibits - The exhibits listed in the accompanying index to
                  exhibits are filed as part of this Annual Report on Form 
                  10-K.

     (b)     Reports on Form 8-K

        On December 3, 1997, the Company filed a Current Report on Form 8-K,
        dated December 1, 1997, to report (under Item 5 of Form 8-K) the
        issuance of a press release announcing that the Company's largest
        client, Kaiser, informed the Company of its decision to select
        another organization to perform its performance measurement studies
        for 1998.

     <PAGE>

                                   SIGNATURES

        Pursuant to the requirements of Section 13 or 15(d) of the Securities
   Exchange Act of 1934, the Registrant has duly caused this report to be
   signed on its behalf by the undersigned, thereunto duly authorized, on
   this 25th day of March, 1998.


                                 NATIONAL RESEARCH CORPORATION


                                 By  /s/ Michael D. Hays           
                                      Michael D. Hays
                                      President and Chief Executive Officer


        Pursuant to the requirements of the Securities Exchange Act of 1934,
   this report has been signed below by the following persons on behalf of
   the Registrant and in the capacities and on the dates indicated.


       Signature                          Title                    Date

    /s/ Michael D. Hays      President, Chief Executive       March 25, 1998
    Michael D. Hays          Officer and Director
                             (Principal Executive Officer)


    /s/ Patrick E. Beans     Vice President, Treasurer,       March 25, 1998
    Patrick E. Beans         Secretary, Chief Financial
                             Officer and Director
                             (Principal Financial and
                             Accounting Officer)


    /s/ John N. Nunnelly     Director                         March 25, 1998
    John N. Nunnelly


    /s/ Paul C. Schorr, III  Director                         March 25, 1998
    Paul C. Schorr, III

   <PAGE>

                   INDEX TO FINANCIAL STATEMENTS AND FINANCIAL
                               STATEMENT SCHEDULE


                                                Page in this Form 10-K

   Independent Auditor's Report                                17

   Balance Sheets as of December 31, 1997 and 1996             18

   Statements of Income for each of the years in
     the three-year period ended December 31, 1997             19

   Statements of Shareholders' Equity for each of
     the years in the three-year period ended 
     December 31, 1997                                         20

   Statements of Cash Flows for each of the three years
    in the period ended December 31, 1997                      21

   Notes to Financial Statements                               22-28

   Independent Auditor's Report on Financial Statement
    Schedule                                                   32

   Financial Statement Schedule:
    II - Valuation and Qualifying Accounts                     33

    

        All other financial statement schedules are omitted since the
        required information is not present or is not present in amounts
        sufficient to require submission of the schedules, or because the
        information required is included in the consolidated financial
        statements and notes thereto.

   <PAGE>

          INDEPENDENT AUDITOR'S REPORT ON FINANCIAL STATEMENT SCHEDULE


   The Board of Directors
   National Research Corporation:

   Under date of February 6, 1998, we reported on the balance sheets of
   National Research Corporation as of December 31, 1997 and 1996, and the
   related statements of income, shareholders' equity, and cash flows for
   each of the years in the three-year period ended December 31, 1997, which
   are included in the Form 10-K.  In connection with our audits of the
   aforementioned financial statements, we also audited the related financial
   statement schedule in the Form 10-K.  This financial statement schedule is
   the responsibility of the Company's management.  Our responsibility is to
   express an opinion on this financial statement schedule based on our
   audits.

   In our opinion, such financial statement schedule, when considered in
   relation to the basic financial statements taken as a whole, presents
   fairly, in all material respects, the information set forth therein.



                                               KPMG Peat Marwick LLP         



   Lincoln, Nebraska
   February 6, 1998

   <PAGE>

   <TABLE>
                                                    NATIONAL RESEARCH CORPORATION

                                           Schedule II - Valuation and Qualifying Accounts
   <CAPTION>

                                                         Balance at                            Write-offs,        Balance
                                                         Beginning             Bad Debt          Net of           at End
                                                          of Year              Expense         Recoveries         of Year
    <S>                                                   <C>                   <C>               <C>             <C>
    Allowance for doubtful accounts:
      Year Ended December 31, 1995  . . . . . . .         $10,000               $24,100           $ 9,100         $25,000

      Year Ended December 31, 1996  . . . . . . .          25,000                30,764            10,764          45,000

      Year Ended December 31, 1997  . . . . . . .          45,000                35,000            17,192          62,808


   See accompanying independent auditors' report.

   </TABLE>

   <PAGE>
                                  EXHIBIT INDEX

    Exhibit
    Number                             Exhibit Description

    (3.1)           Articles of Incorporation of National Research
                    Corporation, as amended to date [Incorporated by
                    reference to Exhibit (3.1) to National Research
                    Corporation's Form S-1 Registration Statement
                    (Registration No. 333-33273)]

    (3.2)           By-Laws of National Research Corporation, as amended to
                    date [Incorporated by reference to Exhibit (3.2) to
                    National Research Corporation's Form S-1 Registration
                    Statement (Registration No. 333-33273)]

    (10.1)*         National Research Corporation 1997 Equity Incentive
                    Plan [Incorporated by reference to Exhibit (10.2) to
                    National Research Corporation's Form S-1 Registration
                    Statement (Registration No. 333-33273)]

    (10.2)*         National Research Corporation Director Stock Plan, as
                    amended to date
                    
    (10.3)*         Employment Memorandum, dated as of July 15, 1994, from
                    National Research Corporation to Patrick E. Beans
                    [Incorporated by reference to Exhibit (10.5) to
                    National Research Corporation's Form S-1 Registration
                    Statement (Registration No. 333-33273)]

    (10.4)*         Employment Agreement, dated as of December 1, 1996,
                    between National Research Corporation and Sharon
                    Flaherty [Incorporated by reference to Exhibit (10.6)
                    to National Research Corporation's Form S-1
                    Registration Statement (Registration No. 333-33273)]

    (10.5)+         Subcontract, dated as of May 9, 1997, as amended,
                    between National Research Corporation and United
                    HealthCare Corporation [Incorporated by reference to
                    Exhibit (10.7) to National Research Corporation's Form
                    S-1 Registration Statement (Registration No. 333-
                    33273)]

    (10.6)+         Delivery Order and Task Order Addendum to the
                    Subcontract between United HealthCare and National
                    Research Corporation, dated as of December 23, 1997,
                    between National Research Corporation and United
                    HealthCare Corporation

    (10.7)          Lease, dated as of January 9, 1998, between National
                    Research Corporation and Gold's Limited Partnership
    (27)            Financial Data Schedule (EDGAR version only)

    (99)            Proxy Statement for the 1998 Annual Meeting of
                    Shareholders

                    [The Proxy Statement for the 1998 Annual Meeting of
                    Shareholders will be filed with the Securities and
                    Exchange Commission under Regulation 14A within 120
                    days after the end of the Company's fiscal year. 
                    Except to the extent specifically incorporated by
                    reference, the Proxy Statement for the 1998 Annual
                    Meeting of Shareholders shall not be deemed to be filed
                    with the Securities and Exchange Commission as part of
                    this Annual Report on Form 10-K.]
   _______________

   *    A management contract or compensatory plan or arrangement.

   +    Portions of this exhibit have been redacted and are subject to a
        confidential treatment request filed with the Secretary of the
        Securities and Exchange Commission pursuant to Rule 24b-2 under the
        Securities Exchange Act of 1934, as amended.  The redacted material
        is being filed separately with the Securities and Exchange
        Commission.

                          NATIONAL RESEARCH CORPORATION

                               DIRECTOR STOCK PLAN



             1.   Purpose.  The purpose of the National Research Corporation
   Director Stock Plan (the "Plan") is to promote the best interests of
   National Research Corporation (the "Company") and its shareholders by
   providing a means to attract and retain competent independent directors
   and to provide opportunities for additional stock ownership by such
   directors which will further increase their proprietary interest in the
   Company and, consequently, their identification with the interests of the
   shareholders of the Company.

             2.   Administration.  The Plan shall be administered by the
   Compensation Committee of the Board of Directors of the Company (the
   "Administrator"), subject to review by the Board of Directors (the
   "Board").  The Administrator may adopt such rules and regulations for
   carrying out the Plan as it may deem proper and in the best interests of
   the Company.  The interpretation by the Board of any provision of the Plan
   or any related documents shall be final.

             3.   Stock Subject to the Plan.  Subject to adjustment in
   accordance with the provisions of paragraph 7, the total number of shares
   of common stock, $.001 par value, of the Company ("Common Stock"),
   available for issuance under the Plan shall be 30,000.  Shares of Common
   Stock to be delivered under the Plan shall be made available from
   presently authorized but unissued Common Stock or authorized and issued
   shares of Common Stock reacquired and held as treasury shares, or a
   combination thereof.  In no event shall the Company be required to issue
   fractional shares of Common Stock under the Plan.  Whenever under the
   terms of the Plan a fractional share of Common Stock would otherwise be
   required to be issued, there shall be paid in lieu thereof one full share
   of Common Stock.

             4.   Eligible Directors.  Each member of the Board who is not an
   employee of the Company or any subsidiary of the Company ("Outside
   Director") shall be eligible to receive shares of Common Stock under the
   Plan.

             5.   Director Grants.  On the date of the Company's 1998 annual
   meeting of shareholders and thereafter on the date of each succeeding
   annual meeting of shareholders of the Company ("Grant Date"), an Outside
   Director, if reelected or retained as an Outside Director at such meeting,
   shall automatically be granted a nonqualified stock option to purchase
   1,000 shares of Common Stock.  The option exercise price shall be the Fair
   Market Value (as defined below) of a share of Common Stock on the Grant
   Date, which shall be payable at the time of exercise in cash, previously
   acquired shares of Common Stock valued at their Fair Market Value or such
   other forms or combinations of forms as the Board or Administrator may
   approve.  The term "Fair Market Value" as used herein shall mean the last
   sale price of the Common Stock as reported on The Nasdaq Stock Market on
   the Grant Date, or if no such sale shall have been made on that day, on
   the last preceding day on which there was such a sale.

                  An option may be exercised in whole or in part, from time
   to time commencing one year after the Grant Date (the "Vesting Date"),
   subject to the following limitations:

                       (i)  If an Outside Director's status as an Outside
                  Director of the Company terminates because of death prior
                  to the Vesting Date, the option shall become immediately
                  exercisable in full and may be exercised for a period of
                  three years after the date of death.

                       (ii) If for any reason other than death an Outside
                  Director ceases to be an Outside Director of the Company
                  prior to the Vesting Date, the option shall be canceled as
                  of the date of such termination.

                       (iii)     If an Outside Director ceases to be an
                  Outside Director of the Company for any reason after the
                  Vesting Date, the option shall expire ten years after the
                  Grant Date, or if earlier, three years after termination of
                  Outside Director status.

             6.   Restrictions on Transfer.  Options granted under the Plan
   shall not be transferable other than by will or the laws of descent and
   distribution, except that an Outside Director may, to the extent allowed
   by the Board or the Administrator, and in a manner specified by the Board
   or the Administrator, (i) designate in writing a beneficiary to exercise
   the option after the Outside Director's death or (ii) transfer any option.

             7.   Adjustment Provisions.  In the event of any change in the
   Common Stock by reason of a declaration of a stock dividend (other than a
   stock dividend declared in lieu of an ordinary cash dividend), stock
   split, spin-off, merger, consolidation, recapitalization or split-up,
   combination or exchange of shares, or otherwise, the aggregate number of
   shares available under the Plan, the number and kind of shares subject to
   outstanding options and the exercise price of outstanding options shall be
   appropriately adjusted in order to prevent dilution or enlargement of the
   benefits intended to be made available under the Plan.

             8.   Amendment of Plan.  The Board shall have the right to amend
   the Plan at any time or from time to time in any manner that it may deem
   appropriate; provided, however, that, to the extent that the Plan is
   intended to qualify as a "formula plan" under Rule 16b-3 under the
   Securities Exchange Act of 1934, as interpreted, the provisions of
   paragraph 5 shall not be amended more than once every six months, other
   than to comport with changes in the Internal Revenue Code of 1986, as
   amended, the Employee Retirement Income Security Act of 1972, as amended,
   or the rules thereunder.

             9.   Withholding.  The Company may defer making payments under
   the Plan until satisfactory arrangements have been made for the payment of
   any federal, state or local income taxes required to be withheld with
   respect to such payment or delivery.  Each Outside Director shall be
   entitled to irrevocably elect to have the Company withhold shares of
   Common Stock having an aggregate value equal to the amount required to be
   withheld.  The value of fractional shares remaining after payment of the
   withholding taxes shall be paid to the Outside Director in cash.  Shares
   so withheld shall be valued at Fair Market Value on the regular business
   day immediately preceding the date such shares would otherwise be
   transferred hereunder.

             10.  Documentation of Awards.  Awards made under the Plan shall
   be evidenced by written agreements or such other appropriate documentation
   as the Board or the Administrator may prescribe.  The Board and/or the
   Administrator need not require the execution of any instrument or
   acknowledgement of notice of an award under the Plan, in which case
   acceptance of such award by the respective Outside Director will
   constitute agreement to the terms of the award.

             11.  Governing Law.  The Plan, all awards hereunder, and all
   determinations made and actions taken pursuant to the Plan shall be
   governed by the internal laws of the State of Wisconsin and applicable
   federal law.

             12.  Effective Date and Term of Plan.  The effective date of the
   Plan is October 3, 1997.  The Plan shall terminate on such date as may be
   determined by the Board.

                                   APPENDIX E

            DELIVERY ORDER AND TASK ORDER ADDENDUM TO THE SUBCONTRACT

                                     BETWEEN
                                UNITED HEALTHCARE
                                       AND
                          NATIONAL RESEARCH CORPORATION


   This Addendum to the Subcontract Between United HealthCare (UHC) and
   National Research Corporation is effective 11/14/97, and is as follows:

   1.   The attached document is hereby incorporated into the Agreement:

             a.   Delivery Order No. 0011 - Order for Supplied or Services
                  issued by the Department of Defense to UHC on 12-19-97

             b.   Task Order No. 0011 issued by United HealthCare

    UNITED HEALTHCARE        NATIONAL RESEARCH CORPORATION

    By  /s/                  By  /s/ Patrick E. Beans

    Title  Vice President    Title  Vice President, Chief Financial Officer

    Date  12-19-97           Date  12-23-97
   <PAGE>

                                D/SIDDOMS Lot III
                         Contact Number DASW01-95-D-0029
                           Delivery Order Number 0011
                          Customer Satisfaction Survey

   I.   Introduction

        United HealthCare's technical approach will meet the requirements and
        objectives of the Customer Satisfaction Survey project as defined by
        the Department of Defense (DoD).  We will conduct an Outpatient
        Satisfaction Survey on pre-selected bedded MTFs and freestanding
        clinics in Europe and the United States, including Alaska and Hawaii. 
        The list of participating facilities and clinics will be provided to
        United HealthCare by Health Affairs.  The scope of work amounts to
        approximately * MTFs and * clinics in the United States and Europe
        combined.  The specifics of our approach to the outpatient
        satisfaction surveys are outlined below.

        -    We will design and mail a survey to a sample of patients seen in
             the previous month and investigate satisfaction with specific
             patient visits.  Respondents will reply directly to United
             HealthCare.  We will process the reply forms and prepare one-
             page reports for each medical treatment facility and aggregate
             the reports for higher headquarters levels:  Service
             Intermediate Commands, Regional Lead Agents, Surgeon General
             sand Health Affairs.  Fundamental unit of analysis is the
             individual clinic, which delivered the care.

        -    The sample will be restricted to those beneficiaries who
             actually used the direct care system, specifically those who
             received care at MTFs within the last 30 days.  The survey will
             focus on satisfaction with the services received.  Survey
             results will be reported on a monthly basis.  This survey will
             replace most of the ad hoc satisfaction surveys currently being
             done locally at MTFs.

        -    We will prepare a one-page standardized report on customer
             satisfaction for each clinic aggregated to the individual MTF,
             Intermediate Command, Service Surgeon General (SG), Lead Agent
             (LA) and OSD Health Affairs (HA) levels.  Emphasis will be
             placed on continued improvement to streamline procedures so
             processing is achieved with a minimum impact on MTF routines
             within prescribed schedules.

        -    We will provide data comparing military satisfaction with
             civilian benchmark measures.  Intermediate Commands are defined
             as Army Regional Medical Commands (RMCs), Navy Health Services
             Support Organizations (HSOs) and Air Force Major Commands
             (MAJCOMs).

   --------------------
        *  Indicates that material has been omitted and confidential
           treatment has been requested therefor.  All such omitted
           material has been filed separately with the SEC pursuant to
           Rule 24b-2.

   II.  Analysis Approach for Specific Tasks

        The following tasks pertain to the project.

   A.   Task 1 -- Review sample methodology

   We will review the sample methodology based on results of TASK TWO
   mailing.  Survey population includes patients seen at all clinics at U.S>
   and European MTFs and freestanding outpatient facilities with more than *
   monthly patient visits (approximately * clinics).  A+/-*% margin of
   sampling error at each clinic is the desired margin of error; however, the
   sample size may vary depending on funds available.  The maximum survey
   mailings anticipated each month are * in the United States (based on Task
   Two results) and * in Europe; anticipated response rate is approximately
   *%.  This amounts to approximately * completed surveys per * clinics or
   approx. * completed surveys each month.

   Health Affairs will provide United HealthCare with a spreadsheet listing
   all participating MTFs and their respective clinics by number of monthly
   outpatients visits, DMIS, MEPRS, CHCS & ADS code listings.

   B.   Task 2 -- Review individual reports

   We will review the one-page, graphical, individual clinic report format. 
   Individual clinic reports must be aggregated for higher levels of
   management:  Health Affairs (HA), Service Surgeons General (SGs) and Lead
   Agents (LA), Intermediate Commands and MTF Commanders, and include copies
   of subordinate reports as detailed in the attachment.  Reports will
   indicate name of facility/clinic being surveyed and the sample size.  The
   reports will trend the facility/clinic against (1) itself; (2) other
   clinics within the same MTF; (3) overall MHS wide averages, and
   (4) civilian Health Maintenance Organizations (HMOs) benchmarks.  The
   reports will present scores from individual questions, composite scale
   scores and overall satisfaction ratings.

   We will prepare an Excel spreadsheet, which includes tabular data for all
   levels of reports.  This file will be sent with routine report package to
   all levels.

   ________________________
        *  Indicates that material has been omitted and confidential
           treatment has been requested therefor.  All such omitted
           material has been filed separately with the SEC pursuant to
           Rule 24b-2.


   C.   Task 3 -- Review electronic report submission

   We will research and develop methods to record and transmit reports and
   supporting spreadsheets electronically using the Health Affairs Web site
   or other secure transmission methods.  The purpose of this exercise is to
   evaluate the feasibility and benefits of distributing the final reports
   via electronic means in place of the current paper report formats.  A
   proposal outlining the results of the assessment as well as a description
   of required tasks/costs for implementing the changes will be presented to
   Health Affairs for review.  Upon review, if electronic distribution of
   reports is deemed more cost effective and efficient, actual implementation
   of changes and steps to replace hard copy mailings will be further tasked
   under separate technical proposal.

   D.   Task 4 -- Develop electronic summary report

   Based on the outcome of Task 3, we will work with Health Affairs to design
   an electronic summary report for the Web site.  The report format will be
   finalized and submitted electronically to Health Affairs for review and
   approval.

   E.   Task 5 -- Review the procedures guide

   We will review the Customer Satisfaction Survey Data Extraction Procedures
   Guide when necessary to document current guidance and extract/transfer
   software if changes are made during this period.  If changes are made, we
   will redistribute the guide via postal mail, fax or e-mail (where
   possible) to information systems officers and by postal mail to MTF
   Commanders and Health Affairs.  An updated contact list of information
   system officers with correct postal and e-mail addresses, commercial phone
   numbers and fax numbers will be provided to United HealthCare by Health
   Affairs.

   A separate procedures guide will be provided to information systems
   officers at MTFs located outside the continental United States (OCONUS): 
   We will distribute the guide via fax or e-mail (where possible) to the
   appropriate information systems officers.  A contact list of information
   system officers at each European MTFs will be provided by Health Affairs. 
   List must contain most current postal and e-mail addresses, commercial
   phone numbers and fax numbers.

   F.   Task 6 -- Review the process of transferring MTF data

   We will review the patient data fields and means of data transfer from the
   MTFs to the Ft. Detrick mainframe and continue to offer improvement
   suggestions.  Expansion of survey to branch/satellite clinics will be as
   directed by the task manager to ensure budget is not exceeded.  Cut off
   for MTFs to respond is *.

   Data that the MTFs must forward to United HealthCare via Ft. Detrick will
   include, at a minimum, Initial Entry Number or IEN (sequential appointment
   number), patient social security number (encrypted if preferred), patient
   name (first, middle initial, last name), patient address (apartment # if
   any, street address, city, state, zip code), sponsor name (last, first,
   middle initial) if patient is a minor, sponsor address (if different from
   patient address), sponsor social security number, patient's date of birth,
   gender, rank, Family Member Prefix (beneficiary category), name of MTF,
   name of clinic, branch of MTF (Army, Navy, Air Force), region number or
   lead agent (1-13), name of clinic, MEPRS code, name of provider (first,
   middle initial, last), type of provider (physician, nurse practitioner,
   etc.), date of visit (ambulatory visit with past 30 days), and type of
   visit (acute, chronic, routine).

   ------------------
        *    Indicates  that  material  has  been  omitted  and  confidential
             treatment  has  been  requested  therefor.    All  such  omitted
             material has been filed separately with the SEC pursuant to Rule
             24b-2.

   G.   Task 7 -- CHCS/ADS data merge

   In order to perform a statistically sound analysis, it is necessary that
   data from both the Composite Health Care System (CHCS) and the Ambulatory
   Data System (ADS) be combined to provide a data pool from which a random
   sample can be drawn.  CHCS and ADS data will be sent from each
   participating MTF to Ft. Detrick separately.

   Customer Service Division (CSD), Corporate Executive Information Systems
   (CEIS) will match and merge Composite Health Care System (CHCS) data (as
   the initial primary data source) with data from the Ambulatory Data System
   (ADS).  The CHCS and ADS data will be separately available monthly at the
   Ft. Detrick computer system.  This data will be merged into one file on
   the Fort Detrick mainframe.  The basis of the match will be DMIS ID CODE
   and Initial Entry Number (IEN).  In addition to combining the CHCS and ADS
   data, CSD will remove specified clinics and individuals from the sampling
   frame.  For example, CSD will run a program to select only the MTFs (using
   DMIS ID number) and clinics (using MEPRS code) that were pre-identified
   for participating in this study.  CSD will also run a program to eliminate
   all mental health and substance abuse patient visits and to eliminate
   records of patients 17 years or younger who visited an OB/GYN clinic. 
   Further, CSD will, under the Medical Command's direction, store and
   transmit the final data set to an agreed upon medium and provide any
   further analysis of the collected data.

   Directorate of Information Management (DOIM), Fort Detrick will provide
   data storage and processing space on the main frame computer and will
   assist in problems that may arise pertaining to usage of the mainframe.

   CHCS data (as the primary data source) will be supplemented whenever
   possible by data from the Ambulatory Data System (ADS) according to one of
   three scenarios.  Again, the link is the DMIS ID-IEN combination.

        1) Both CHCS data and ADS data on the same appointment exist - When
        CSD merges CHCS and ADS data sets, patient records will be updated to
        reflect name of provider patient actually saw and whether patient
        kept the appointment.  This will ensure that the survey questionnaire
        correctly identifies the person who provided the care and that the
        patient kept his/her appointment.

        2) CHCS data exists but there is no corresponding ADS data - This
        will occur frequently until ADS is deployed throughout the MHS.  UCH
        will use CHCS data for sampling and mailing.

        3) CHCS data does not exist but ADS data does - This will occur
        infrequently, most likely for "walk-in" visits which were not
        properly input after the fact into CHCS.  UHC will sample from ADS
        data only when it is sufficiently complete; otherwise we will ignore
        the ADS data.

   When ADS is fully deployed, CHCS information will become the secondary
   data collection system in the operation of the Customer Satisfaction
   Survey.

   H.   Task 8 -- Pull random sample

   From this universe of patients, we will conduct a random ] of patient data
   and generate a list of patients who will ultimately receive the
   questionnaire.  The basis of the larger universe is *% of the original
   patient data (appointment data with *).  A magnetic tape (CD ROM)
   containing the sampled data will be transferred via overnight delivery
   from Ft. Detrick to United HealthCare.  When patient information is
   available, the contractor will identify and eliminate patients who have
   been surveyed in the prior month.

   I.   Task 9 -- Reproduce customized surveys

   We will reproduce the customized cover letter sand questionnaires
   including name of the MTF, name of the clinic, date of patient's visit and
   provider's name.  In order to maximize customer response, all patient
   identifying data will be included on a cover letter/tear sheet from the
   Assistant Secretary of Defense (Health Affairs) and appropriate Service
   Surgeon General and not on the questionnaire.  We will comply with all
   provisions of the Privacy Act in designing, mailing and processing patient
   questionnaires.  Number of surveys mailed (and resulting margin of
   sampling error) will be closely coordinated with the Task Manager so that
   budget ceiling is not exceeded.

   J.   Task 10 -- Mail surveys in United States

   * We will use first class mail insuring that maximum U.S. Postal Service
   discounts are obtained via appropriate sorting, bundling and bar coding.

   -    Prior to "System of Record Notice" Processing as directed by Task
        Manager, we will purge all patient and provider identifying data from
        our records (including social security numbers, provider names,
        patient and sponsor names and street addresses, and IENs) *.  We will
        not maintain database which tracks if patients have or have not
        responded to a questionnaire.  We will purge all provider specific
        identification from the data file at the same time the patient
        identifiers are purged.  We also will not maintain a response
        database that includes provider identification.

   -    After "System of Record Notice" process is complete, as notified by
        the Task Manager, we will maintain a temporary data file to indicate
        if a patient has received or responded to a questionnaire for the
        purposes of determining if a * is necessary and to identify
        individuals who should be eliminated from subsequent month's sample. 
        We will purge all patient-specific data *.  We will retain provider
        name, rank and specialty information in the response database.
                    
   ------------------------
        *    Indicates  that  material  has  been  omitted  and  confidential
             treatment  has  been  requested  therefor.    All  such  omitted
             material has been filed separately with the SEC pursuant to Rule
             24b-2.

   K.   Task 11 -- Process completed surveys and maintain data

   We will input answers from the completed surveys into a data file after
   they are returned within the designated response period.  We will be
   prepared to maintain at least five years of raw patient response data
   (excluding written comments data) in standard format (such as DBF); paper
   survey form responses will be destroyed after information has been entered
   into the computer and quality checks are complete (no more than 10 days
   after data is entered).

   L.   Task 12 -- Forward written comments to MTFs

   We will forward written comments directly to MTFs by detaching patient
   comments found on separate sheets of paper and will not retain any forms
   of these comments.  No analysis of comments is required.  Questionnaires
   will include a statement informing the respondent that the written
   comments will be forwarded to the Commanding Officer of the MTF that
   provided the care.  Those written comments made by individuals where the
   appropriate MTF cannot be identified will be forwarded to the Task
   Manager.

   M.   Task 13 -- Generate and mail paper reports

   We will generate paper reports based on * of appointment data and mail
   reports directly to MTF Commanders or other designated individual in each
   MTF.  For example, in *, we will report on * U.S. appointment data.  For
   European survey efforts, in *, we will report on * appointment data. 
   Reports for U.S. MTFs will show trending information and include
   appropriate comparisons/benchmarks with civilian Health Maintenance
   Organizations.  Reports for European MTFs will show trending information
   and only include comparisons against MHS averages.  The "rolling" *
   averages are required to maintain statistical significance.  We will
   implement actions, to include added clinics or MTFs and/or specific
   increased mailings, to boost response rates that consistently lag 
   below*%.
                  
   _____________________  
        *    Indicates  that  material  has  been  omitted  and  confidential
             treatment  has  been  requested  therefor.    All  such  omitted
             material has been filed separate;y with the SEC pursuant to Rule
             24b-2.

   We will prepare paper reports aggregating the MTFs under their
   jurisdictions to Intermediate Commands, Lead Agents, Service Surgeons
   General and OSD Health Affairs, see attachment which details reports to be
   sent to each activity.

   N.   Task 14 -- Generate and mail electronic reports

   We will provide a spreadsheet file monthly with response rate information
   to the Task Manager 5 days after survey response cut off date.  File to
   include military Service, Region, Intermediate Command, DMIS ID, MTF name,
   clinic name and MEPRS code, appointment month and year, number of surveys
   mailed, number surveys that were undeliverable, number of surveys
   received, and response rate percentage.

   We will provide a spreadsheet file monthly to Health Affairs and the
   Service Surgeons General with MTF level response distribution for each
   question.

   We will forward an Excel format diskette or CD ROM (depending on size of
   files) to OSD Health Affairs along with quarterly raw response date (DBF
   format) and reports which includes tabular data (including referenced
   benchmark numbers) contained on all reports.  We will also forward raw
   response data for that quarter in Excel format on diskette to the MTF
   Commander.  No raw data files will include provider names or specialties
   until "System of Record Notice" is processed, as notified by the Task
   Manager.  Once approval is issued, provider information will be included
   only on the MTF data files and the central contractor data files.  These
   files and diskettes will be marked "Sensitive - For Official Use Only",
   and be protected in accordance with the Privacy Act.

   O.   Task 15 -- Research/Implementation of expansion to European MTFs

   MTFs located in Europe will be included in the survey efforts post a
   three-month development period.  The number of MTFs outside the United
   States is estimated at *, with a total of approximately * clinics.  Scope
   may include approximately 10 European nations.  Due to unique differences
   in the processes for these MTFs, they will be processed separately and an
   additional 30 days may be added to the scheduled delivery.  Reports will
   trend the clinic against itself and other clinics in that MTF, as well as
   against overall European Region and overall MHS comparisons.

   During the development period, we will investigate the system capabilities
   and assess the technical processes for transferring data from the European
   MTFs to Ft. Detrick.  We will compare the data formats required for
   European MTF systems to the US files in order to develop a separate
   procedures guide for these European MTFs.  We will select at least two
   MTFs to test the data transfer process prior to distribution of the
   procedures guide.

   Health Affairs will provide United HealthCare with a final list of all
   participating Region 13 clinics that meet the survey criteria (clinics
   with * or more outpatient visits per month), as well as contact names and
   phone numbers/e-mail addresses for each of the CHCS/ADS system site
   representatives at each MTF.
                       
   ____________________     
        *    Indicates  that  material  has  been  omitted  and  confidential
             treatment  has  been  requested  therefor.    All  such  omitted
             material has been filed separately with the SEC pursuant to Rule
             24b-2.


   During the development period, we will test and finalize the process for
   distributing surveys to sample members in Europe.  Health Affairs will
   designate a European MTF to serve as the centralized distribution point
   for mailing the surveys to sample members.  Health Affairs will provide
   names, phone/fax number and e-mail addresses of designated contacts in the
   European MTF.  Surveys for European mailing will be printed, sorted,
   placed in envelopes, and boxed in the United States.  Box of ready-to-mail
   surveys (minus postage, which is to be provided by the government) will be
   shipped to designated contact(s) at European MTF.  Contact(s) will mail
   surveys to European sample and collect returned surveys.  Box of completed
   surveys will be shipped to subcontractor in the United States.  During
   this time, we will also investigate other options for mailing and
   distribution the surveys along with associated postal costs.  This
   exercise includes an assessment of using "business reply" type envelopes
   in Europe to increase number of returned surveys.

   Actual implementation of survey efforts in Europe will become operational
   upon completion of the development/testing period.

   P.   Task 16 -- Research of expansion to Latin America and Asia

   We will investigate and test procedure options to incorporate all
   remaining MTFs in Latin America and Asia, which meet the survey criteria
   (clinics with * or more outpatient visits per month).  Health Affairs
   will provide United HealthCare with a final list of all participating MTFs
   and clinics in Latin American and Asia, as well as contact names and phone
   numbers/.e-mail addresses for each of the CHCS/ADS system site
   representatives at each MTF.

   Q.   Task 17 -- Provide benchmark data

   Annually, the contractor shall make available to the Intermediate
   Commands, Lead Agents, Surgeons General and Health Affairs CD-ROM copies
   of the benchmark data set.

   R.   Task 18 -- Provide operational items

   We will provide labor, postage, processing and computing, and work
   facilities for mailing efforts to MTFs within the United States.

   ------------------------
         *  Indicates that material has been omitted and confidential
            treatment has been requested therefor.  All such omitted
            material has been filed separately with the SEC pursuant
            to Rule 24b-2.


   III. Period of Performance

   The Period of Performance for this delivery order is from 13 Nov 97 (per
   verbal approval to proceed) to 31 Jan 99 -- * survey "cycles" to be
   executed throughout the contact period for US survey efforts.  * survey
   "cycles" to be executed throughout the contract period for European survey
   efforts.  A cycle begins with the last day of an appointment month (=A). 
   A cycle is defined as monitoring and facilitating the transfer of CHCS and
                       

        *    Indicates  that  material  has  been  omitted  and  confidential
             treatment  has  been  requested  therefor.    All  such  omitted
             material has been filed separately with the SEC pursuant to Rule
             24b-2.

        *    Indicates  that  material  has  been  omitted  and  confidential
             treatment  has  been  requested  therefor.    All  such  omitted
             material has been filed separately with the SEC pursuant to Rule
             24b-2.

   ADS data from MTFs to the Ft. Detrick mainframe (A-* days), combining the
   CHCS and ADS data and drawing the random sample (A + *), mailing
   questionnaires to patients A + *), receiving completed surveys back from
   patients (A + *), and preparing and distributing the various reports (A +
   *).

   IV.  Schedule and Deliveries

   The following table details estimated completion of tasks and
   deliverables.  Due dates are stated in terms of work days.

   Deliverable                                 # of copies         Due Date

   Draft OCONUS Procedures Guide                2 ea for all        *
   Final OCONUS Procedures Guide                2 ea for all        *
   Webpage (electronic) Summary Report          1 for HA            *
   Monthly Survey Reports (See Attached)        See attachment See Attachment

   Deadlines falling on non-business days throughout this document shall be
   extended until the next business day(s).

   PAPER REPORTS:

   Monthly reports are due * days following the last day of the appointment
   month (i.e.--* appointments due *) for US survey efforts.  For European
   MTFs, reports are due * following the last day of the appointment month.

   Note:  Ability to meet dates is contingent on receiving all and complete
   data from MTFs by the * post the month of appointment data.

   -----------------------
        *  Indicates that material has been omitted and confidential
           treatment has been requested therefor.  All such omitted
           material has been filed separately with the SEC pursuant
           to Rule 24b-2.

   Reports on U.S. MTFs (* data collection cycles and * reporting periods)

   * reports are due on *
   * reports are due on *
   * reports are due on *
   * reports are due on *
   * reports are due on *
   * reports are due on *
   * reports are due on *
   * reports are due on *
   * reports are due on *
   * reports are due on *
   * reports are due on *

   Reports on Europe MTFs (* data collection cycles and * reporting periods)

   * reports are due on *
   * reports are due on *
   * reports are due on *
   * reports are due on *
   * reports are due on *
   * reports are due on *
   * reports are due on *

   ELECTRONIC REPORTS:

   All raw response data must be segregated by month.  Patient identifiable
   data has been purged in Task 10.

   MONTHLY -- Spreadsheets, database files with reports and raw data,
   distributed as defined in attachment.

   ANNUALLY -- Intermediate Commands and above receive the civilian benchmark
   data set.

   V.   Delivery Order Management

   Kathia Kennedy will be the United HealthCare Delivery Order Manager.  She
   will provide technical management and liaison services with the government
   to ensure that all requirements are met.  Ms. Kennedy reports to Ms. Lori
   McDougal, who serves as the United HealthCare-D/SIDDOMS Lot III Contract
   Manager.

   VI.  Level of Effort

   One work day is defined as 8 hours; one work week is defined as 40 hours.

        A.   Staffing


             Labor Category                     Hours

             Expert                               *
             Program Manager                      *
             Task Manager                         *
             Sr. Systems Analyst                  *
             Systems Analyst                      *
             Clerical                             *

             TOTAL DIRECT LABOR HOURS           *

   _______________________
        *    Indicates  that  material  has  been  omitted  and  confidential
             treatment  has  been  requested  therefor.    All  such  omitted
             material has been filed separately with the SEC pursuant to Rule
             24b-2.

   VII. Proprietary Information Statement

   The government will retain rights to all intellectual property produced in
   the course of developing, deploying, conducting and reporting the survey. 
   We will negotiate agreements with commercial system vendors relating to
   non-disclosure of vendor-proprietary information.

   The subcontractor, National Research Corporation (NRC), will provide the
   HealthCare Market Guide Report Card Series benchmark data and the Report
   Card System software for Government use to compare performance against
   civilian benchmarks.  This information was developed exclusively at
   private expense and is confidential and proprietary to National Research
   Corporation.  National Research Corporation grants the Government only
   Limited right to this information and retains the rights to license the
   information and does not transfer any ownership right of the benchmark
   data or the Report Card System software.  National Research Corporation
   also retains all rights to the original format of the questionnaire,
   including the original questions, and original format of the Action Plan
   Report Card, which were developed exclusively at private expense, and is
   granting only the rights to the modified versions of these documents that
   were prepared specifically for this project.

   VIII.     Security Requirements

   Classified materials or locations are not associated with this order.  All
   data, which could be construed as being covered by the Privacy Act, will
   be protected accordingly and is releasable only to organizations within
   the Department of Defense as designated by the Task Manager.  Media with
   Privacy Act information including result data will be stored in cabinets
   or storage areas when not being used and are placed in a locked container
   or space within a building that is secured after hours.  Only authorized
   personnel who have received Privacy Act training are permitted access to
   information in the system.

   IX.  Place of Performance

   The place of performance for this delivery order will be at designated
   United HealthCare and subcontractor's facilities.

   <PAGE>

                                  APPENDIX E-1

                         ORDER FOR SUPPLIES OR SERVICES
                (Contractor must submit four copies of invoice.)

   Public reporting burden for this collection of information is estimates to
   average 1 hour per response, including the time for reviewing
   instructions, searching existing data sources, gathering and maintaining
   the data needed, and completing and reviewing the collection of
   information.  Send comments regarding this burden estimate or any other
   aspect of this collection of information including suggestions for
   reducing this burden, to Department of Defense, Washington Headquarters
   Services, Directorate for Information Operations and Reports, 1215
   Jefferson Davis Highway, Suite 1204, Arlington, VA  22202-4302, and to the
   Office of Management and Budget, Paperwork Reduction Project (0704-0187),
   Washington, DC  20503.

          PLEASE DO NOT RETURN YOUR FORM TO EITHER OF THESE ADDRESSES.
              SEND YOUR COMPLETED FORM TO THE PROCUREMENT OFFICIAL
                              IDENTIFIED IN ITEM 6.

   1.   Contract/Purch Order No.

        DASW01-95-D-0029

   2.   Delivery Order No.

        0011

   3.   Date of Order

        97DEC19

   4.   Requisition/Purch Request No.

        HT0003-7311-2002

   5.   Priority

        S10

   6.   Issued By      Code - W74V8H

        DEFENSE SUPPLY SERVICE - WASHINGTON
        5200 Army Pentagon
        Room 1D245 Pentagon
        Washington, D.C.  20310-5200
        Kathy Jones XOJ (703) 681-6372

   7.   Administered by (If other than 6)       Code - S2401A

        DCMAO Twin Cities
        3001 Metro Drive
        Bloomington, MN  55425-1573

   8.   Delivery FOB

        DEST

   9.   Contractor - Vender Id:  00011849  Code - 02XQ3   FACILITY CODE [_]

        United Healthcare Corporation
        9900 Bren Road East
        Minnetonka, MN  55143

   10.  Deliver to FOB Point By (Date)

        [Blank]

   11.  Mark if Business Is

        [Blank]

   12.  Discount Terms

        0% 00 Days Net 030

   13.  Mail Invoices To

        See Block 15

   14.  Ship To      Code - [Blank]

        DASW0195D0029

   15.  Payment Will Be Made By  Code - S2603A

        DFAS COLUMBUS CENTER
        Gateway Contract Acctg Div
        P. O. Box 192251
        Columbus, OH  43218-2251

   16.  Type of Order

        Delivery - This delivery order is issues on another Government agency
        or in accordance with and subject to terms and conditions of above
        numbered contract.

   17.  Accounting and Appropriation Data/Local Use

        AA:9780130.1884 8623 2522 (APC:  95L5) 012123 DRAC 82002
        Award Oblig Amt US$ 3,286,164.00

   18.  Item No.

        [Blank]

   19.  Schedule of Supplies/Service

        Contractor shall provide services for the tasking "Customer
        Satisfaction Survey".  Svcs shall be IAW task statement and accepted
        change per UHC's tech/cost proposal dtd Dec 9, 1997, copies of which
        are in possession of both parties.  Verbal authorization to commence
        work on 14 Nov 97.  Period of performance is 14 Nov through 30 Oct
        98.

        SEE CONTINUATION SHEET

   20.  Quantity Ordered/Accepted

        [Blank]

   21.  Unit

        [Blank]

   22.  Unit Price

        [Blank]

   23.  Amount

        [Blank]

   24.  United States of America

        By:  Angela R. Harris
             Contracting/Ordering Officer

   25.  Total

        $3,286,164.00

   26.  Quantity in Column 20 Has Been

        [Blank]

   27.  Ship No.

        [Blank]

   28.  D.O. Voucher No.

        [Blank]

   29.  Differences

        [Blank]

   30.  Initials

        [Blank]

   31.  Payment

        [Blank]

   32.  Paid By

        [Blank]

   33.  Amount Verified Correct For

        [Blank]

   34.  Check Number

        [Blank]

   35.  Bill of Lading No.

        [Blank]

   36.  I certify this account is correct and proper for payment

        [Blank]

   37.  Received At

        [Blank]

   38.  Received By

        [Blank]

   39.  Date Received (YYMMMDD)

        [Blank]

   40.  Tot. Containers

        [Blank]

   41.  S/R Account Number

        [Blank]

   42.  S/R Voucher No.

        [Blank]

   <PAGE>

                                  APPENDIX E-2

   UNITEDhealthcare 

   DASW01-95-0029

   Issued By:
   United HealthCare
   P.O. Box 1459
   MN008-W125
   Minneapolis, MN  55440-1459

                         Subcontract Take Order No. 0011

        This is Subcontract Take Order No. 0011, issued to National Research
   Corporation, for assistance in performance of Prime Contract Delivery
   Order No. 0011.  The following specifications are material to performance
   and delivery under this work assignment:

   a)   Description of the work to be performed

        The Subcontractor, NRC, shall provide services in accordance with the
        Technical Proposal titled "Customer Satisfaction Survey", a copy of
        which is in possession of both parties.  NRC, with input from UCH and
        the DoD, will be responsible for design/formatting of the survey
        instrument and design/formatting of the reporting format for all
        levels.  NRC provides all materials and performs all activities
        related to the mailing, processing of the surveys and reporting of
        results.  NRC's involvement includes:

        -    The use of NRC's personalized 11"x17" survey (approximately
             * questions) with integrated cover letter and one common logo
             for all MTFs.  Survey instrument should focus on patient
             satisfaction with their clinic visit and with their experience
             obtaining that appointment.

        ---------------------
             *  Indicates that material has been omitted and confidential
                treatment has been requested therefor.  All such omitted
                material has been filed separately with the SEC pursuant
                to Rule 24b-2.


        -    Electronic data entry using image scanners.

        -    * First class mail is to be used insuring that maximum
             U.S. Postal Service discounts are obtained via appropriate
             sorting, bundling and bar coding.

        -    * 

        -    * 

        -    * 

        --------------------
             *  Indicates that material has been omitted and confidential
                treatment has been requested therefor.  All such omitted
                material has been filed separately with the SEC pursuant
                to Rule 24b-2.

        -    Development of a one-page, graphical, standard individual clinic
             report format to be reviewed and finalized within the MHSS. 
             Individual clinic reports will be aggregated for higher levels
             of management (MTFs, Air Force Command, Navy Commands, Army
             Commands, Service Surgeon Generals, Lead Agents and Health
             Affairs) and include copies of subordinate reports as detailed
             in the attachment.  Reports will indicate name of
             facility/clinic surveyed and the sample size.  The reports will
             compare the facility/clinic against itself from the last
             reporting period other clinics within the same community,
             hospital or MTF, overall MHSS wide averages, and civilian HMOs. 
             The reports will present scores from individual questions,
             composite scales scores and overall ratings, such as likelihood
             to recommend hospital/clinic.  Individual reports will show
             trending information.  NRC will mail these reports directly to
             the MTF Commanders and designated higher levels.  An excel
             spreadsheet will be provided to Health Affairs which contains
             tabular data provided in all levels of reports; this file will
             be sent with routine report package to Health Affairs.

        -    Integration of local benchmark data from the 1997 NRC Healthcare
             Market Guide Report Card Series.

        -    NRC will reproduce customized surveys including the name of the
             MTF, name of the clinic, and date of the patient's visit.  NRC
             will purge all patient/sponsor and provider identifying data
             (IEN, social security numbers, name, address, provider ssn,
             provider names) from the records *.

        ---------------------
             *  Indicates that material has been omitted and confidential
                treatment has been requested therefor.  All such omitted
                material has been filed separately with the SEC pursuant
                to Rule 24b-2.

        -    NRC will process the completed surveys after they are turned. 
             NRC will be prepared to maintain at least five years of data,
             and maintain all data in standard data format, such as SAS, DBT
             or SPSS portable.  NRC will provide and mail copies of the raw
             patient response data in DBF file format, Adobe files of each
             applicable report, and a means score spreadsheet of the
             applicable reports via CD ROM to selected Health Affairs (HA),
             Service Surgeons General (SG), Lead Agent (LA), MAJCOM, Navy
             Command and MEDCOM personnel for individual analyses at the end
             of each survey cycle period.  NRC will provide one additional
             copy of all raw patient response data in DBF file format via
             CD ROM to UHC.

        -    NRC will provide and mail copies of the raw patient response
             data in Excel, Adobe files of the MTF report and corresponding
             clinic reports and a means score spreadsheet for that MTF and
             each of its respective clinics via 3.5" diskettes to the MTF
             Commanders.  Each MTF mailing will include an MTF report, the
             individual clinic reports for that MTF, the written comments,
             and the raw patient response data in Excel on a 3.5" diskette
             and forward to UHC.

        -    NRC will assist (where necessary) in the development of methods
             for electronic submission of monthly reports and designing an
             electronic summary report for the Health Affairs Web site.


        No raw data files will include provider names or provider specialty
        information until "System Notice" is approved, as notified by the
        Task Manager.  Once approval is issued, provider information will be
        included ONLY on the MTF data files.

        Key Personnel - David Johnson, David Copper, Jonathan Boumstein,
        Michael Ackland, Robert Bergman, Michael Hayes and Marvin Lambie.

   b)   Period of Performance - From Date of 14 November 1997 to 10/30/98.

   c)   Project Management - Kathia Kennedy will be the UHC Project Manager
        and point of contact for this delivery order.

   d)   Schedule of Deliverables
        -    Provide one page Action Plan reports for the following:  Maximum
             of * Individual Clinic Reports in any * period (* copy each);
             * MTF Reports (* copies each); * Service Branch Reports
             (* copies each); * Regional Reports (* copies each); * Air Force
             Command Reports (* copies each); * Army Command Reports
             (* copies each); * Navy Command Reports (* copies each);
             * Overall U.S. Summary Report (* copies each).  Number of
             individual clinic and MTF reports are based upon quantity of
             valid records received from MTFs.

        ___________________                              
             *    Indicates  that material has been  omitted and confidential
                  treatment has been requested  therefor.  All such omitted 
                  material has been filed separately with the SEC pursuant to 
                  Rule 24b-2.

        -    For European region, provide one page Action Plan reports for
             the following:  Maximum of * Individual Clinic Reports (* copy
             each); * MTF Reports (* copies each); * Service Branch Reports
             (* copies each); * Regional Report (* copies each); * Air Force
             Command Report (* copies each); * Army Command Report (* copies
             each); * Navy Command Report (* copies each); * Overall Europe
             Summary Report (* copies each).  Number of individual clinic and
             MTF reports are based upon quantity of valid records received
             from MTFs.

   Frequency of paper reports:

        Clinic Reports                               *
        MTF Reports                                  *
        Reports by Service SG                        *
        Reports by Intermediate Commands             *
        Reports by Region                            *
        Overall Summary Report                       *

   Due Date:

        Monthly reports are due * following the last day of the appointment
        month (i.e.--* appointments due *) for US survey efforts.  For
        European MTFs, reports are due *s following the last day of the
        appointment month.

        Note:  Ability to meet dates is contingent on receiving all and
        complete data from MTFs by the * post the month of appointment data.

   Reports on U.S. MTFs (* data collection cycles and * reporting periods)

        * reports are due on *
        * reports are due on *
        * reports are due on *
        * reports are due on *
        * reports are due on *
        * reports are due on *
        * reports are due on *
        * reports are due on *
        * reports are due on *
        * reports are due on *
        * reports are due on *

   ---------------------
        *  Indicates that material has been omitted and confidential
           treatment has been requested therefor.  All such omitted
           material has been filed separately with the SEC pursuant to
           Rule 24b-2.

   Reports on Europe MTFs (* data collection cycles and * reporting periods)

        * reports are due on *
        * reports are due on *
        * reports are due on *
        * reports are due on *
        * reports are due on *
        * reports are due on *
        * reports are due on *
                              
        -    Copies of the raw patient response data in Flat ASCII Text via
             3.5" diskettes with weights.  MTF mailing will include an MTF
             report, the individual clinic reports for that MTF, the written
             comments, the raw patient response data in Flat ASCII Text, an
             Adobe file of MTF report and corresponding clinic reports, and a
             means score spreadsheet for that MTF and each of the Clinics on
             a 3.5" diskette and forward to MTF commanders directly.
             Frequency:     *

             Due dates:     same as above

        ----------------------
             *  Indicates that material has been omitted and confidential
                treatment has been requested therefor.  All such omitted
                material has been filed separately with the SEC pursuant
                to Rule 24b-2.

        -    Reporting of the raw patient response data in DBT format file to
             all higher levels in CD ROM (i.e., Air Force Commanders, Army
             Commanders, Navy Commanders, Surgeon Generals, Lead Agents and
             Health Affairs).  CD ROM will also contain Adobe files of
             applicable high level reports and corresponding breakout reports
             and a means score spreadsheet containing the same applicable
             information.  Provide one copy of the HA CD ROM to UHC, as well.
             Frequency:     *

             Due dates:     same as above

        -    Mailing of actual written comments to UHC, sorted by MTF, at the
             end of the project.

             Due Date: *, along with Action Plan Reports.
             Article 4, Reports and Deliverables, of the Subcontract should
             be referenced for all other reporting requirements of this task
             order.

   e)   Other Direct Costs/Travel

        See attachment - Phase III Pricing.
        -    Total allowable costs not to exceed *.

        ---------------------
             *  Indicates that material has been omitted and confidential
                treatment has been requested therefor.  All such omitted
                material has been filed separately with the SEC pursuant to 
                Rule 24b-2.

   f)   Billing Instructions

        Billing instructions for this task order shall be as stated in
        Appendix B of the Subcontract except that Subcontractor may only
        utilize the "commercial pricing" option under Item C of Section II
        (Other Direct Costs) upon providing verification to UHC of their
        commercial market pricing comparisons to validate that equal or
        better pricing is offered to UHC/DOD than to their best client (other
        than UHC/DOD).  In such a case, "Invoice Preparation" as stated in
        Section II of Appendix B will be substituted with the following:

             Other Direct Costs should include all items other than travel
             costs and should be identified, by line item, on a per unit
             basis consistent with the Subcontractor's cost proposal for this
             effort.

        NRC will provide auditable documentation verifying the number of
        surveys mailed out and processed, as well as any other documentation
        applicable to billing amounts.  Proof of surveys mailed will be
        provided in the form of receipt(s) from the United States Postal
        Service.

                           Phase III Pricing - Revised

    UHC-DoD PRICING SPECS                                         766A
                                    *
       ____________________
       *  Indicates that material has been omitted and confidential treatment
          has been requested therefor.  All such omitted material has been 
          filed separately with the SEC pursuant to Rule 24b-2.


                          GOLD'S GALLERIA OFFICE LEASE


             This lease is entered into as of the 9th day of January, 1998,
   by and between GOLD'S LIMITED PARTNERSHIP (Landlord) and NATIONAL RESEARCH
   CORPORATION, INC. (Tenant).

        1.   SUMMARY.

             1.1  Approximate Usable Space:  22,720 square feet.

             1.2  The Premises are known as Suite 400, 405 and 420 and are
   located on the 4th floor(s) of the Building.

             1.3  Term:  2 years.

             1.4  Target Commencement Date:  January 1, 1998.

             1.5  Basic Monthly Rental:  $18,028.65.

             1.6  Base Year:  1997

             1.7  Tenants Percentage:  9.4434%

             1.8  Security Deposit:  $10,000 carried over from 11/10/86.

        2.   PREMISES.

             Landlord hereby leases to Tenant, and Tenant hereby hires from
   Landlord, those certain Premises (the "Premises") comprising approximately
   the Rentable Space set forth in Section 1.1 above, described in Section
   1.2 above and shown on Exhibit A attached hereto and incorporated herein
   by this reference, together with the right, in common with the others, to
   the use of all common entrance ways, lobbies, elevators, ramps, drives,
   stairs and similar access and service ways and common areas in and
   adjacent to the building of which the Premises are part.  The Premises are
   situated on the floor(s) set forth in Section 1.2 above of that certain
   building commonly know as Gold's Galleria (the "Building"), located in the
   City of Lincoln, County of Lancaster, State of Nebraska.  Said leasing and
   hiring is conditioned upon and is subject to all of the terms, covenants
   and conditions hereof.

        3.   TERM.

             3.1  Term.  This lease shall be for the term set forth in
   Section 1.3 above and shall begin on the Commencement Date, as that term
   is defined in Section 3.2 below, unless terminated earlier in accordance
   with the provisions hereinafter set forth.

             3.2  Commencement Date.  The Commencement Date of this Lease
   shall be the earliest of (a) the date on which construction of the Tenant
   improvements provided for in the Office Finish Specifications attached
   hereto as Exhibit B is completed; (b) the date on which Tenant takes
   possession of the Premises; (c) the date which is ten (10) days from the
   date on which Landlord tenders possession of the Premises to Tenant.  When
   determined, the parties shall confirm in writing the exact Commencement
   Date, the date on which the term of this Lease commenced, the actual
   number of square feet of Rentable Space contained in the Premises and the
   rental herefore.

             3.3  Possession.  The parties shall endeavor to cause the
   Commencement Date to occur on or before the Target Commencement Date set
   forth in Section 1.4 above.  If Landlord, for any reason whatsoever,
   cannot deliver possession of the Premises to Tenant on or before the
   Target Commencement Date, this Lease shall not be void or voidable, nor
   shall Landlord or its agent be liable to Tenant for any loss or damage
   resulting therefrom; provided, however, Tenant shall not be liable for any
   rent until Landlord delivers possession of the Premises to Tenant.  If
   Landlord tenders possession of the Premises to Tenant prior to the target
   Commencement Date and Tenant chooses to accept such possession, then the
   term of this Lease and Tenant's obligations hereunder shall commence on
   the date that Tenant accepts such possession.  Any failure to deliver
   possession on the Target Commencement Date or delivery of possession prior
   to the Target Commencement Date shall not in any way affect the expiration
   date hereof.

        4.   RENTAL.

             4.1  Basic Monthly Rental.  Subject to the adjustments provided
   for herein, Tenant shall pay to Landlord on or before the first day of
   each calendar month during the term of this Lease, a Basic Monthly Rental
   for the Premises in the amount set forth in Section 1.5 above, which Basic
   Monthly Rental shall be payable in advance, without deduction or offset of
   any kind and without notice or demand, in lawful money of the United
   States of America at Landlord's address given in Section 20.11 below, or
   at such other place or to such other person as Landlord may designate from
   time to time by written notice.  If this Lease commences or ends on a day
   other than the first day of a calendar month, then the rental for such
   partial month shall be prorated based on a 30-day month.

             4.2  Payment of First Month's Rent.  Article 4.2 has been
   intentionally omitted.

             4.3  Operating Expenses.

                  4.3.1     Increases in Operating Expenses.  In addition to
   the Basic Monthly Rental, Tenant shall pay to Landlord, in the manner
   provided below, Tenant's proportionate share of increases in Operating
   Expenses (as defined in Section 4.3.4 below) over the Base Year specified
   in Section 1.6 hereof.

                  4.3.2     Estimated Operating Expenses.  Landlord shall at
   the commencement of this Lease and by each December 15 during the term of
   this Lease deliver to Tenant a statement of the estimated increase in
   Operating Expenses for the calendar year immediately following the date of
   such statement over the Operating Expenses incurred for the Base Year
   specified in Section 1.6 hereof.  Landlord's failure to deliver to Tenant
   such statement by such date, however, shall not constitute a bar to
   Landlord's recovery of Operating expenses as herein provided.  Commencing
   with January 1 of the calendar year following the date of such statement,
   Tenant shall pay to Landlord with each payment of the Basic Monthly Rental
   a sum equal to the product of the estimated increase in Operating Expenses
   for such a calendar year multiplied by the Tenant's Percentage set forth
   in Section 1.7 above.

                  4.3.3     Actual Operating Expenses.  Landlord shall by
   April 30 of each year during the term of this Lease deliver to Tenant a
   statement of the actual increase in Operating Expenses for the preceding
   calendar year over the Operating Expenses incurred for the Base Year
   specified in Section 1.6 hereof, but Landlord's failure to deliver such
   statement by such date shall not constitute a bar to Landlord's recovery
   of Operating Expenses as herein provided.  If the actual increase in
   Operating Expenses for such calendar year shall exceed the estimated
   increase in Operating Expenses for such calendar year, Tenant shall pay to
   Landlord an amount equal to the product of such excess multiplied by
   Tenant's Percentage set forth in Section 1.7 above.  If the actual
   increase in Operating Expenses for such calendar year shall be less than
   the estimated increase in Operating Expenses for such calendar year, then
   Tenant shall receive a credit against future rentals payable by Tenant in
   an amount equal to the product of the excess of estimated increase in
   Operating Expenses over actual Operating Expenses multiplied by the
   Tenant's Percentage specified in Section 1.7 above.

                  4.3.4     Operating Expenses Defined.  The term Operating
   Expenses as used herein shall include all costs to Landlord and not
   reimbursed by Tenants of operating, maintaining and managing the Building. 
   By way of illustration but not limitation, Operating Expenses shall
   include the cost or changes for the following items:  heat, light, water,
   power and steam, waste disposal, plumbing, janitorial services, pest
   control, window cleaning, air conditioning, maintenance of elevators,
   materials and supplies, equipment and tools, service agreements on
   equipment, fire and other casualty insurance, public liability and
   property damage insurance, rental interruption insurance, Direct Taxes (as
   defined in Section 4.3.5 hereof), licenses, permits and inspections, wages
   and salaries, employee benefits and payroll taxes, workers' compensation
   insurance, accounting and legal expenses, management fees, and the cost of
   contesting the validity or applicability of any governmental enactment's
   which may affect Operating Expenses.  In determining the amount of
   Operating Expenses for years other than the Base Year, (a) if less than
   100% of the Rentable Space contained in the building shall have been
   occupied by Tenants and fully used by them at any time during the year,
   Operating Expenses shall be deemed of the purposes of this Section 4.3 to
   be an amount equal to the like Operating Expenses which would normally be
   expected to be incurred had such occupancy been 100% and had such full
   utilization been made during the entire year, or (b) if Landlord is not
   furnishing any particular work or service (the cost of which if performed
   by Landlord would constitute an Operating cost) to a Tenant who has
   undertaken to perform such work or service in lieu of the performance
   thereof by Landlord, Operating Expenses shall be deemed for the purposes
   of this Section 4.3 to be increased by an amount equal to the additional
   Operating Expenses which would reasonably have been incurred during such
   period by Landlord if it had, at its own expense, furnished such work or
   service to such Tenant.

                  4.3.5     Direct Taxes Defined.  For purposes of Section
   4.3.4 hereof, the term Direct Taxes shall include any real property taxes
   on the Building, the land on which the Building is situated, and the
   various estates in the Building and the land.  Direct Taxes shall also
   include all personal property taxes levied on property used by Landlord in
   the operation of the Building; taxes of every kind and nature whatsoever
   levied and assessed in lieu of or in substitution for existing or
   additional real or personal property taxes on said Building, land or
   personal property; and the cost to Landlord of contesting the amount or
   validity or applicability of any of the aforementioned taxes.  Net
   recoveries through protest, appeals or other actions taken by Landlord in
   its discretion, after deduction of all costs and expenses, including
   without limitation counsel and other fees, shall be deducted from Direct
   Taxes for the year of receipt.

                  4.3.6     Definition of Lease Year.  The term "Lease Year"
   as used in this Lease means:

                  (a)  In reference to the first Lease Year, the period from
        the Commencement Date to the last day of the calendar month which is
        one year after the Commencement Date.

                  (b)  In reference to any succeeding Lease year, a full year
        commencing on the day following the first Lease Year or any
        anniversary thereof and running to the next succeeding anniversary
        day.

        5.   SECURITY DEPOSIT.

             Upon the execution of this Lease, Tenant shall deposit with
   Landlord the amount set forth in Section 1.8 above as a security deposit
   (the "Security Deposit") for the faithful performance of all of the terms,
   covenants and conditions of this Lease.  If Tenant defaults with respect
   to any provision of this Lease, Landlord may use, apply or retain all or
   any part of the Security Deposit (a) for the payment of any rent or any
   other amount which Landlord may spend or become obligated to spend by
   reason of Tenant's default, (b) to repair damages to the Premises, (c) to
   clean the Premises, and (d) to compensate Landlord for any other loss or
   damage which Landlord may suffer by reason of Tenant's default.  If any
   portion of the Security Deposit is so used or applied, Tenant shall within
   five (5) days after written demand therefor, deposit cash with Landlord in
   an amount sufficient to restore the Security Deposit to it's original
   amount, and Tenant's failure to do so shall be a material breach of this
   Lease.  Landlord shall not be required to keep Security Deposit separate
   from its general funds, and Tenant shall not be entitled to interest on
   such deposit.  If Tenant shall fully and faithfully perform every
   provision of this Lease to be performed by it, Landlord or Landlord's
   successor shall return the Security Deposit or any balance thereof to
   Tenant not more than thirty (30) days following the expiration of the term
   hereof.  Landlord may, but need not, either (i) deliver the Security
   Deposit or any balance thereof to the purchaser or other successor of
   Landlord's interest in the Premises in the event that such interest be
   sold or otherwise transferred, or (ii) deliver such funds to Tenant.  Upon
   any transfer of Landlord's interest in the Premises, or upon Landlord's
   delivery to Tenant of the Security Deposit or any balance thereof,
   Landlord shall be discharged from any further liability with respect to
   the Security Deposit.  This provision shall also apply to any subsequent
   transferors of Landlord's interest in the Premises.

        6.   USES.

             6.1  Permitted Uses.  The Premises shall be used solely for
   general office purposes and for no other purpose without the prior written
   consent of Landlord.  Tenant shall not do or suffer anything to be done in
   or about the Premises, nor shall Tenant bring or allow anything to be
   brought into the Premises, which will in any way increase the rate of any
   fire insurance or other insurance upon the Building or its contents, cause
   a cancellation of said insurance or otherwise affect said insurance in any
   manner.  Tenant shall not do or suffer anything to be done in or about the
   Premises which will in any way obstruct or interfere with the rights of
   other occupants of the Building or injure or annoy said occupants, nor
   shall Tenant use or suffer the Premises to be used for any immoral,
   unlawful or objectionable purpose.  In no event shall Tenant cause or
   suffer to be caused any nuisance in or about the Premises, and no loud-
   speakers or similar devices shall be used without the prior written
   approval of Landlord.  Tenant further agrees not to commit or suffer to be
   committed any waste in or upon the Premises.  The provisions of this
   paragraph are for the benefit of Landlord only and shall not be construed
   to be for the benefit of any tenant or occupant of the Building.

             6.2  Compliance with Law.  Tenant shall not do or suffer
   anything to be done in or about the Premises which will in any way
   conflict with any law, statute, ordinance or other governmental rule,
   regulation or requirement now in force or which may hereafter be enacted
   or promulgated.  At its sole cost and expense, Tenant shall promptly
   comply with all said governmental measures and also with the requirements
   of any board of fire underwriters or other similar body now or hereafter
   constituted to deal with the condition, use or occupancy of the Premises,
   excluding structural changes not related to or affected by Tenant's
   alterations, additions or improvements.  The judgment of any court of
   competent jurisdiction or the admission of Tenant in any judicial action,
   regardless of whether Landlord is a party thereto, that Tenant has
   violated any of the said governmental measures or requirements shall be
   conclusive of that fact as between Landlord and Tenant.

        7.   SERVICES AND UTILITIES.

             7.1  Services Provided.  Tenant shall pay for all water, heat,
   air conditioning, lighting, electricity and other utilities furnished to
   the Premises.  If the Premises are not separately metered, Tenant shall
   pay for utilities furnished to the Premises on the basis of monthly
   statements prepared by Landlord.  Subject to payment as aforesaid any
   provided that Tenant is not in default under the terms and conditions of
   this Lease, and subject to the provisions elsewhere herein contained and
   to the rules and regulations of the Building, Landlord agrees to furnish
   the Premises with:  (a) water and electricity suitable in Landlord's
   judgment for general office purposes, including the operation of desktop
   office machines and ordinary copy machines; (b) heat and air conditioning
   during ordinary business hours of generally recognized business days (but
   exclusive, in any event, of weekends and legal holidays) in an amount
   reasonably required in Landlord's judgment for the comfortable occupation
   of the Premises; and (c) daily janitorial service during the times and in
   the manner that such services are, in Landlord's judgment, customarily
   furnished in comparable office buildings in the downtown Lincoln area. 
   Landlord shall be under no obligation to provide additional or after-hours
   heating or air conditioning, but if Landlord elects to provide such
   services at Tenant's request, Tenant shall pay to Landlord the cost of
   such services as determined by Landlord's accountants plus a reasonable
   charge (not to exceed 10% of the cost of such services) for Landlord's
   additional overhead expense.  Tenant agrees to keep all draperies closed
   when desirable to conserve energy because of the sun's position and Tenant
   further agrees at all times to cooperate fully with Landlord and to abide
   by all the regulations and requirements which Landlord may prescribe from
   time to time for the proper functioning and protection of the heating,
   ventilating and air conditioning system(s).

             7.2  Prohibited Installations.  Without the prior written
   consent of Landlord, Tenant shall not:  (a) install or use any apparatus
   or device in the Premises, including, without limitation, electronic data
   processing machines and punch card machines using electrical current in
   excess of 220 watts or 110 volts or which will in any way increase the
   amount of electricity, water, compressed air or other resource usually
   supplied for use of the Premises as general office space; or (b) connect
   any apparatus or device with electrical current (except through existing
   electrical outlets) or with water pipes or air pipes for the purpose of
   using additional electrical current or water or air.  If Tenant shall
   require electricity, water, compressed air or any other resource in excess
   of that usually furnished to the Premises for use as general office space,
   Tenant shall first procure the consent of Landlord for such additional
   use, and Landlord shall have the right to withhold its consent or to cause
   a special meter to be installed in the Premises so as to measure the
   additional amount of the resource being consumed by Tenant.  Tenant shall
   pay to Landlord the cost of any meters and their installation and
   maintenance, any additional cost incurred by Landlord in accounting for
   the resources consumed, and for the amount of the additional resources
   consumed at the rates charged by the local public utility or agency
   furnishing the same.

             7.3  Heat Generating Equipment.  Whenever heat generating
   machines or equipment or lighting other than Building standard lights are
   used in the Premises by Tenant which affect the temperature otherwise
   maintained by the air conditioning system, Landlord shall have the right
   to install supplementary air conditioning units in the Premises.  The cost
   thereof, including installation and operating and maintenance, shall be
   paid by Tenant.

             7.4. Interruption of Services.  Landlord shall use reasonable
   efforts to remedy any interruption in the furnishing of services and
   utilities.  However, Landlord shall not be liable for any failure to
   provide for any reduction in any of the above services or utilities if
   such failure or reduction is caused by the making of repairs or
   improvements to the Premises or to the Building, the installation of
   equipment, the elements, labor disturbances of any character, or any other
   accidents or conditions whatsoever beyond the reasonable control of
   Landlord, or rationing or restrictions on the use of said services and
   utilities due to energy shortages or other causes, whether or not any of
   the above result from acts or omissions of Landlord.  Furthermore,
   Landlord shall be entitled to cooperate voluntarily in a reasonable manner
   with the efforts of national, state or local governmental bodies or
   utilities suppliers in reducing energy or other resources consumption.

             7.5  Additional Rent.  Any sums payable under this Section 7
   shall be considered additional rent and may be added to any installment of
   rent thereafter becoming due, and Landlord shall have the same remedies
   for a default in payment of such sum as for a default in the payment of
   rent.

        8.   TAXES PAYABLE BY TENANT.

             Tenant shall pay before delinquency any and all taxes levied or
   assessed and which become payable by Landlord or Tenant during the term of
   this Lease, whether or not now customary or within the contemplation of
   the parties hereto, which are based upon, measured by or otherwise
   calculated with respect to (a) the gross or net rental payable under this
   Lease, including, without limitation, any gross receipts tax levied by any
   taxing authority, or any other gross income tax or excise tax levied by
   any taxing authority with respect to the receipt of the rental payable
   hereunder; (b) the value of Tenant's equipment, furniture, fixtures or
   other personal property located in the Premises; (c) the possession,
   lease, operation, management, maintenance, alteration, repair, use or
   occupancy by Tenant of the Premises or any portion thereof; (d) the value
   of any leasehold improvements, alterations or additions made in or to the
   Premises, regardless of whether title to such improvements, alterations or
   additions shall be in Tenant or Landlord; or (e) this transaction or any
   document to which Tenant is a party creating or transferring an interest
   or an estate in the Premises.

        9.   ALTERATIONS.

        Tenant shall not make or suffer to be made any alterations, additions
   or improvements to the Premises or any part thereof which affect the
   structure of the Building, building services, the peaceful enjoyment of
   other occupants of the Building or otherwise affect space other than the
   Premises and shall not, without obtaining Landlord's prior written
   consent, make or suffer to be made any other alterations, additions or
   improvements to the Premises, including the attachment of any fixtures or
   equipment.  When applying for such consent, Tenant shall, if requested by
   Landlord, furnish complete plans and specifications for such alterations,
   additions or improvements.  All alterations, additions and improvements to
   the Premises shall, at Landlord's option, either (a) be made by Landlord
   for Tenant's account and, within (10) days from receipt of a written
   statement from Landlord, Tenant shall reimburse Landlord for all costs
   thereof, including without limitation a reasonable charge for Landlord's
   overhead expenses; or (b) be made by Tenant at Tenant's sole cost and
   expenses, and any contractor selected by Tenant to do such work must first
   be approved in writing by Landlord.  All alterations, additions, fixtures
   and improvements, including without limitation all improvements made
   pursuant to Exhibit B attached hereto and incorporated herein by
   references, whether temporary or permanent in character, made in or upon
   the Premises either by Landlord or Tenant, shall at once become part of
   the realty and belong to Landlord and, at the end of the term hereof,
   shall remain on the Premises without compensation of any kind to Tenant. 
   Moveable furniture and equipment shall remain the property of Tenant.

        10.  REPAIR.

             Landlord agrees to make all necessary repairs to the exterior
   walls, exterior doors, exterior windows, exterior corridor windows, and
   corridors of the Building.  Landlord agrees to keep the Building housing
   the Premises in a safe, clean, neat and attractive condition.  Landlord
   agrees to keep all Building equipment such as elevators, plumbing,
   heating, ventilating, air conditioning and similar equipment in good
   repair, but Landlord shall not be liable or responsible for breakdowns or
   temporary interruptions in service where reasonable efforts are used to
   restore service.  Landlord agrees to make repairs, if necessary, to
   interior walls, floors, glass, and ceilings installed by Landlord and
   resulting from any defects in construction.  Landlord agrees to make the
   original installation of all light bulbs, fluorescent and incandescent,
   and starters therefor, which are required for the Premises at the
   inception of this Lease.

             Tenant agrees that it will make all repairs to the Premises not
   required above to be made by Landlord and to do all redecorating,
   remodeling, alteration and painting required by it during the term of the
   lease and Tenant will pay for any repairs to the Premises or the Building
   containing the Premises made necessary by any negligence or carelessness
   of Tenant or its employees or persons permitted in the Building by Tenant
   and will maintain the leased Premises in a safe, clean, neat and sanitary
   condition.  Tenant agrees to replace and pay for all light bulbs,
   fluorescent and incandescent, and starters therefor, as the same need to
   be replaced in the Premises during the term of this Lease.

             There shall be no allowance to Tenant for inconvenience or
   injury to business arising from the making of any repairs to the Premises
   or the Building.

        11.  DAMAGE BY FIRE OR CASUALTY.

             If the Premises or the Building are damaged by fire or other
   casualty, Landlord shall forthwith repair the same, provided such repairs
   can be made forty-five (45) days from the date of such damage under the
   laws and regulations of the federal, state, county and municipal
   authorities having jurisdiction thereof.  In such event, this Lease shall
   remain in full force and effect except that, if the damage is not the
   result of the negligence, passive or active, or willful misconduct of
   Tenant or its agents or invitees, Tenant shall be entitled to a
   proportionate reduction of rent while such repairs to be made hereunder by
   Landlord are being made.  Said Proportionate reduction shall be based upon
   the extent to which the making of such repairs to be made hereunder by
   Landlord shall interfere with the business carried on by Tenant in the
   Premises.  Within fifteen (15) days from the date of such damage, Landlord
   shall notify Tenant whether or not such repairs can be made within forty-
   five (45) days from the date of such damage and Landlord's determination
   thereof shall be binding on Tenant.  If such repairs cannot be made within
   forty-five (45) days from the date of such damage, Landlord shall have the
   option, exercisable at any time within thirty (30) days of the date of
   such damage either to (a) notify Tenant of Landlord's intention to repair
   such damage, in which event this Lease shall continue in full force and
   effect and the rent shall be reduced as provided herein; or (b) notify
   Tenant of Landlord's election to terminate this Lease of a date specified
   in such notice, which date shall be not less than thirty (30) nor more
   than ninety (90) days after such notice in given.  In the event that such
   notice to terminate is given by Landlord, this Lease shall terminate on
   the date specified in such notice.  In case of such termination, if the
   damage giving rise to such termination is not the result of the
   negligence, passive or active, or willful misconduct of Tenant or its
   agents or invitees, the rent shall be reduced by a proportionate amount
   based upon the extent to which said damage interfered with the business
   carried on by Tenant in the Premises, and the Tenant shall pay such
   reduced rent up to the date of termination.  Landlord shall refund to
   Tenant, if Tenant is not then in default, any rent previously paid for any
   period of time subsequent to such date of termination.  The repairs to be
   made hereunder by Landlord shall not include, and Landlord shall not be
   required to repair, any damage by fire or other cause to the property of
   Tenant or any repairs or replacements of any paneling, decorations,
   railing, floor coverings, or any alterations, additions, fixtures or
   improvements installed on the Premises by or at the expense of Tenant.

        12.  LIENS.

             Tenant shall not permit any mechanic's, materialmen's, or other
   liens to be asserted against the real property of which the Premises form
   a part nor against Tenant's leasehold interest in the Premises arising
   directly or indirectly from any act or activity of Tenant.  Landlord shall
   have the right at all reasonable times to post and keep posted on the
   Premises any notices which it deems necessary for protection from such
   lines.  If any such liens are filed, Landlord may, without waiving its
   rights and remedies based on such breach by Tenant and without releasing
   Tenant from any obligations, cause such liens to be released by any means
   Landlord shall deem proper, including, without inquiring into the validity
   thereof, payment in satisfaction of the claim giving rise to such lien or
   the posting of a bond therefor.  Tenant shall pay to Landlord at once,
   without notice or demand, any sum paid by Landlord to remove such liens,
   together with interest thereon from the date of payment at the Permitted
   Rate (as defined in Section 20.22 hereof).

        13.  INDEMNIFICATION.

             As a material part of the consideration for this Lease, Tenant
   hereby assumes all risks and waives all claims against Landlord for any
   damage to any property or any injury to or death of any person in or about
   the Premises or the Building arising at any time and from any cause
   whatsoever other than solely by reason of the negligent or willful act of
   Landlord, or its agents, employees or contractors.  Tenant also agrees to
   indemnify, defend and hold Landlord harmless from and against any and all
   claims or liability for any injury or damage to any person or property
   whatsoever:  (a) occurring in, on or about the Premises or any part
   thereof, and (b) occurring in, on or about any facilities (including,
   without limitation to the generality of the term "facilities", stairways,
   passageways, hallways, sidewalks and parking areas) the use of which
   Tenant may have in conjunction with other Tenants of the Building, when
   such injury or damage shall be caused in part or in whole by the act,
   neglect, fault, or omission of any duty with respect to the same, by
   Tenant, its agents, servants, employees, or invitees.  Tenant further
   agrees to indemnify, defend and hold Landlord harmless from and against
   any and all claims by or on behalf of any person, firm or corporation
   arising from the conduct or management of any work or thing whatsoever
   done by Tenant in or about or from transactions of Tenant concerning the
   Premises, and will further indemnify, defend and hold Landlord harmless
   from and against any and all claims arising from any breach of default on
   the part of Tenant in the performance of any covenant or agreement on the
   part of Tenant to be performed pursuant to the terms of this Lease, or
   arising from any act or negligence of Tenant, or any of its agents,
   contractors, servants, employees or licensees, and from and against all
   costs, counsel fees, expenses and liabilities incurred in connection with
   any such claim or action or proceeding brought thereon.  Furthermore, in
   case any action or proceeding brought against Landlord by reason of any
   such claims or liability, Tenant shall defend such action or proceeding at
   Tenant's sole expense by counsel satisfactory to Landlord.  The provisions
   of this survive the expiration or termination of this Lease with respect
   to any claims or liability occurring prior to such expiration or
   termination.

        14.  INSURANCE.

             14.1 Required Insurance.  Tenant shall, at its sole cost and
   expense, procure, maintain and keep in force during the term of this Lease
   a policy or policies of comprehensive general liability insurance,
   including public liability and property damage, on an "occurrence basis"
   against claims for "personal injury" including without limitation bodily
   injury, death or property damage occurring on, in or about the Premises,
   or arising from or connected with the use, conduct or operation of
   Tenant's business or interest, in an amount of not less than $1,000,000
   with respect to personal injury or death of one or more persons and to
   damage to property.  Said policy or policies shall:  (a) name Landlord and
   Landlord's lender(s) as additional insured; (b) be issued by an insurance
   company which is acceptable to Landlord and licensed to do business in the
   State of Nebraska; and (c) provide that said insurance shall not be
   canceled or modified unless thirty (30) days prior written notice shall
   have been given to Landlord and Landlord's lender(s).  Said policy or
   policies or certificates thereof shall be delivered to Landlord by Tenant
   upon commencement of the term of this Lease and upon each renewal of said
   insurance.

             14.2 Waiver of Subrogation.  Landlord and Tenant hereby waive
   and release any right that each may have against the other on account of
   any loss or damage arising in any manner which is covered by a policy of
   insurance that does not provide for loss of or reduction in insurance
   coverage on account of such waiver.  The parties shall each cause their
   respective insurance companies to waive any rights or subrogation that
   such companies may have against Landlord or Tenant, as the case may be. 
   All such policies of insurance shall contain, if obtainable, an
   endorsement or agreement by the insurer that any loss shall be payable in
   accordance with the terms of such policy notwithstanding any act or
   negligence of Tenant which might otherwise result in forfeiture of said
   insurance and the further agreement of the insurer waiving all right of
   setoff, counterclaim or deductions against Tenant and Landlord.

        15.  ASSIGNMENT, SUBLETTING AND RECAPTURE.

             15.1 Landlord's Consent.  Tenant shall not sell, assign,
   encumber or transfer by operation of law or otherwise this Lease or any
   interest herein, sublet the Premises or any part thereof, or suffer any
   other person to occupy or use the Premises or any portion thereof, without
   prior written consent of Landlord as provided herein, nor shall Tenant
   permit any lien to be placed on Tenant's interest by operation of law. 
   Landlord's consent to the sale, assignment, encumbrance, subletting,
   occupation, lien or other transfer shall not release Tenant from any of
   Tenant's obligations hereunder or be deemed to be a consent to any
   subsequent occurrence.  Any sale, assignment, encumbrance, subletting,
   occupation, lien or other transfer of this lease which does not comply
   with the provisions of this Section 15 shall be void.

             15.2 Assignment by Operation of Law.  For purposes of Section
   15.1, each of the following acts shall be considered an assignment by
   operation of law;

                  15.2.1  If a Tenant is or becomes bankrupt or insolvent,
   makes an assignment for the benefit of creditors, or institutes a
   proceeding under the Bankruptcy Act in which Tenant is the bankrupt; or,
   if Tenant is a partnership or consists of more than one person or entity,
   if any partner of the partnership or other person or entity is or becomes
   bankrupt or insolvent, or makes an assignment for the benefit of
   creditors;

                  15.2.2  If a writ of attachment or execution is levied on
   this Lease; or

                  15.2.3  If, in any proceeding or action to which Tenant is
   a party, a receiver is appointed with authority to take possession of the
   Premises.  An assignment by operation of law shall constitute a default by
   Tenant and Landlord shall have the right to elect to terminate this Lease,
   in which case this Lease shall not be treated as an asset of Tenant.  If a
   writ of attachment or execution is levied on this Lease, Tenant shall have
   ten (10) days in which to cause the attachment or execution to be removed. 
   If any involuntary proceeding in bankruptcy is brought against Tenant, or
   if a receiver is appointed, Tenant shall have thirty (30) days in which to
   have the involuntary proceeding dismissed or the receiver removed.

             15.3 Recapture.  Tenant shall, by written notice, advise
   Landlord of its desire from and after a stated date (which shall not be
   less than thirty (30) days or more than ninety (90) days after the date of
   Tenant's notice), to sell or assign all or any portion of Tenant's
   interest in this Lease, or to sublet or otherwise transfer the Premises or
   any portion thereof for all or any part of the term hereof.  In such event
   Landlord shall have the right, to be exercised by giving written notice to
   Tenant no more than thirty (30) days after receipt of Tenant's notice, to
   terminate this Lease as to the portion of the Premises described in
   Tenant's notice and such notice shall, if given, terminate this Lease with
   respect to the portion of the Premises therein described as of the date
   stated in Tenant's notice.  Said notice by Tenant shall state the name and
   address of the proposed subtenant, assignee or transferee, as the case may
   be, and shall be accompanied by a true and complete copy of the proposed
   sublease, assignment or other instrument of transfer, as the case may be,
   with said notice.  If said notice shall specify all of the Premises and
   Landlord shall give said termination notice with respect thereto, this
   Lease shall terminate on the date stated in Tenant's notice.  If, however,
   this Lease shall terminate pursuant to the foregoing with respect to less
   than all of the Premises, the rent and the Operating Expenses, as defined
   and reserved hereinabove, shall be adjusted on a prorata basis to the
   number of square feet retained by Tenant, and this Lease as so amended
   shall continue thereafter in full force and effect.

             15.4  No Release from Liability.  Any subletting, assignment or
   other transfer hereunder by Tenant shall not result in Tenant being
   released or discharged from any liability under this Lease.  As a
   condition to Landlord's prior written consent as provided for in this
   Section 15, the subtenant, assignment or transferee shall agree in writing
   to comply with and be bound by all of the terms, covenants, conditions,
   provisions and agreements of this Lease, and Tenant shall deliver to
   Landlord, promptly after execution, an executed copy of each sublease,
   assignment or other instrument of transfer and an agreement of said
   compliance by each sub-lessee, assignee or transferee.

        16.  DEFAULT; REMEDIES.

             16.1 Events of Default.  The occurrence of any of the following
   shall constitute a material default and breach of this Lease by Tenant
   ("Event of Default"):

                  16.1.1  Any failure by Tenant to pay the Basic Monthly
   rental or to make any other payment when and as required to be made by
   Tenant hereunder.

                  16.1.2  The abandonment or vacation of the Premises by
   Tenant for a period exceeding thirty (30) days.

                  16.1.3  Any failure by Tenant to observe and perform any
   other provisions of this Lease to be observed or performed by Tenant,
   where such failure continues for ten (10) days after written notice
   thereof by Landlord to Tenant; provided, however, that if the nature of
   such default is such that the same cannot reasonably be cured within such
   ten (10) day period.  Tenant shall not be deemed to be in default if
   Tenant shall within such period commence such cure and thereafter
   diligently prosecute the same to completion.

                  16.1.4  The failure by Tenant on three (3) or more
   occasions to pay the Basic Monthly Rental or to make any other payment as
   and when due or to observe and perform any other provision of this Lease
   where, because of such failure, Landlord shall have initiated eviction
   proceedings, by which term the parties refer to the giving or serving of
   any notice or other condition precedent to the bringing of an action to
   evict Tenant.  This default shall not be curable.

             16.2.     Damages Upon Termination.  Upon the occurrence of an
   event of Default, then in addition to any other remedies available to
   Landlord at law or in equity, Landlord shall have the immediate option to
   terminate this lease and all rights of Tenant hereunder by giving written
   notice of such intention to terminate.  In the event that Landlord shall
   elect to so terminate this Lease, Landlord shall be entitled to recover
   from Tenant:

                  16.2.1  The worth at the time of award of any unpaid rent
   which had been earned at the time of such termination; plus 

                  16.2.2  The worth at the time of award of the amount of the
   unpaid rent which would have been earned after termination until the time
   of award;

                  16.2.3  The worth at the time of award of the amount of the
   unpaid rent for the balance of the term after the time of award; plus

                  16.2.4  Any other amount necessary to compensate Landlord
   for all the detriment proximately caused by Tenant's failure to perform
   his obligations under this Lease or which in the ordinary course of things
   would be likely to result therefrom.  As used in Sections 16.2.1 and
   16.2.2 above, the "worth at the time of award" is computed by allowing
   interest at the Permitted Rate.  As used in Section 16.2.3 above, the
   "worth at the time of award" is computed by discounting such amount at a
   discount rate equal to six percent (6%) per annum.

                  16.2.5  In the event Landlord's remedies are pursued at
   law, Tenant hereby waives its right to a trail by jury if such legislation
   is applicable to commercial disputes and defaults.

             16.3 Reentry by Landlord.  In the event of any such default by
   Tenant, Landlord shall also have the right, with or without terminating
   this Lease, to reenter the Premises and remove all persons and property
   from the Premises; such property may be removed and stored in a public
   warehouse or elsewhere at the cost of and for the account of the Tenant.

             16.4 Recovery of Rental.  In the event of any such default by
   Tenant, if Landlord shall elect not to terminate this Lease as provided in
   Section 16.2 above, Landlord may from time to time, without terminating
   this Lease, recover all rental as it becomes due.

             16.5 Reentry and Reletting.  No reentry or taking possession of
   the Premises by Landlord pursuant to Section 16.3 or 16.4 above shall be
   construed as an election to terminate this Lease unless a written notice
   of such intention be given to Tenant or unless the termination thereof be
   decreed by a court of competent jurisdiction.  Notwithstanding a reletting
   without termination by Landlord because of any default by Tenant, Landlord
   may at any time after such reletting elect to terminate this Lease for any
   such default.

        17.  EMINENT DOMAIN.

             If more than thirty-five percent (35%) of the floor area of the
   Premises shall be taken or appropriated under the power of eminent domain
   or conveyed in lieu thereof, either party shall have the right to
   terminate this Lease at its option.  If any part of the Building, whether
   or not the Premises are included, or any part of the land on which the
   Building is located, or any interest in either of them, shall be taken or
   appropriated under the power of eminent domain or conveyed in lieu
   thereof, Landlord may terminate this Lease at its option.  In either of
   such events, Landlord shall receive (and Tenant shall assign to Landlord
   upon demand from Landlord) any income, rent, award or any interest therein
   which may be paid in connection with the exercise of such power of eminent
   domain, and Tenant shall have no claim against Landlord for any part of
   any sum paid by virtue of such proceedings, whether or not attributable to
   the value of the unexpired term of this Lease.  If a part of the Premises
   shall be so taken or appropriated or conveyed and neither party hereto
   shall elect to terminate this lease and the Premises have been damaged as
   a consequence of such partial taking or appropriation or conveyance,
   Landlord shall, to the extent of the net award received by Landlord,
   restore the remaining part of the Premises at Landlord's cost and expense;
   provided, however, that Landlord shall not be required to repair or
   restore any injury or damage to the property of Tenant or to make any
   repairs or restorations of any alterations, additions, fixtures, or
   improvements installed on the Premises by or at the expense of Tenant. 
   Thereafter, the rent to be paid under this Lease for the remainder of its
   term shall be proportionately reduced, such reduction to be based upon the
   ratio of floor area taken to the total floor area of the Premises.

        18.  HOLDING OVER.

             18.1 With Landlord's Consent.  Any holding over after the
   expiration of the term of this Lease with the prior written consent of
   Landlord shall be a tenancy from month to month.  The terms, covenants and
   conditions of such tenancy shall be the same as provided herein, except
   that the Basic Monthly Rental shall be one-hundred fifty percent (150%) of
   the basic Monthly Rental in effect on the date of such expiration, subject
   to adjustment as provided in Section 4 herein.  Acceptance by Landlord of
   rent after such expiration shall not result in any other tenancy or any
   renewal of the term of this Lease, and the provision of this Section 18
   are in addition to and do not affect Landlord's right of reentry or other
   rights provided under this Lease or by applicable law.

             18.2 Without Landlord's Consent.  If Tenant, without Landlord's
   prior written consent, shall retain possession of the Premises or any part
   thereof following the expiration or sooner termination of this Lease for
   any reason, then Tenant shall be guilty of unlawful detainer, and the
   acceptance of rent by Landlord shall not convert such unlawful detainer
   into a valid month-to-month or other tenancy, and nothing contained in
   this Section 18 shall waive Landlord's right of reentry or any other
   right.  In the event of such unlawful detainer, Tenant agrees that
   Landlord shall have suffered damages for each day of such retention in an
   amount equal to at least six and sixty-seven one hundredths percent
   (6.67%) of the amount of the Basic Monthly Rental in effect for the last
   month prior to the date of such expiration or termination, but such
   agreement shall not limit Landlord in its proof of additional damages. 
   Further, in the event of such unlawful detainer, Tenant shall also
   indemnify and hold Landlord harmless from any loss or liability resulting
   from delay by Tenant in surrendering the Premises, including, without
   limitation, any claims made by any succeeding Tenant or purchaser of the
   Building founded on such delay.  Alternatively, if Landlord gives notice
   to Tenant of Landlord's election thereof, such holding over shall
   constitute a renewal of this Lease for a period from month-to-month or for
   one year, whichever shall be specified in such notice.

        19.  SUBORDINATION.

             Without the necessity of any additional document being executed
   by Tenant for the purpose of effecting a subordination, this Lease shall
   be subject and subordinate at all times to:  (a) all ground leases or
   underlying leases which may now exist or hereafter be executed affecting
   the Building or the land upon which the Building is situated or both, and
   (b) the lien of any mortgage or deed of trust which may now exist or
   hereafter be executed in any amount for which said Building, land, ground
   leases or underlying leases, or any part thereof, or Landlord's interest
   or estate in any of said items, is specified as security.  Notwithstanding
   the foregoing, Landlord shall have the right to subordinate or cause to be
   subordinated any such ground leases or underlying leases or any such liens
   to this Lease.  In the event that any ground lease or underlying lease
   terminates for any reason or any mortgage or deed of trust is foreclosed
   or a conveyance in lieu of foreclosure is made for any reason, Tenant
   shall, notwithstanding any subordination, attorn to and become the Tenant
   of the successor in interest to Landlord, at the option of such successor
   in interest.  Tenant covenants and agrees to execute and deliver, upon
   demand by Landlord and in the form requested by Landlord, any additional
   documents evidencing or further affecting the priority or subordination of
   this Lease with respect to any such ground lease or underlying leases of
   the lien of any such mortgage or deed of trust.  Tenant hereby irrevocably
   appoints Landlord as attorney-in-fact of Tenant to execute, deliver and
   record any such documents in the name of and on behalf of Tenant.

        20.  MISCELLANEOUS

             20.1 Rules and Regulations.  Tenant shall faithfully comply with
   the rules and regulations set forth in Exhibit C attached hereto and
   incorporated herein by reference, together with all modifications and
   additions thereto adopted by Landlord from time to time in writing. 
   Landlord shall not be responsible for the nonperformance by any other
   tenant or occupant of the Building of any of said rules and regulations.

             20.2 Landlord's Reserved Rights.  Landlord, for itself and its
   representative, may enter upon the Premises and exercise the following
   rights without notice and without liability to Tenant for damage or injury
   to property, person or business and without affecting an eviction of
   disturbance of Tenant's use or possession of giving rise to any claim for
   set-off or abatement of rent:

             (a)  To change the name or street address of the Building.

             (b)  To install and maintain signs on the exterior of the
   Building.

             (c)  To have access to all mail chutes according to the rules of
   the United States Post Office Department.

             (d)  At any reasonable time or times, to decorate, and to make
   at its own expense repairs, alterations, additions and improvements,
   structural or otherwise, in or to the Premises, the Building or part
   thereof, and any adjacent building, land, street, alley, and during such
   operations to take into and through the Premises or any part of the
   Building all materials required, and to temporarily close or suspend
   operation of entrances, doors, corridors, elevators or other facilities.

             (e)  To have pass keys to the Premises.

             (f)  To designate all sources furnishing sign manufacturing,
   painting and lettering on the Premises.

             (g)  To exhibit the Premises to others at reasonable times upon
   reasonable notice.

             (h)  To take any and all reasonable measures, including
   inspections or the making of repairs, alterations, additions, and
   improvements to the Premises or to the Building necessary or desirable for
   the safety, protection, operation or preservation of the Premises or the
   Building.

             Provided, however, if the Premises are rendered wholly or
   partially untenantable for Landlord's exercise of any or all of the
   foregoing rights, the rent herein reserved shall be abated in proportion
   to the part of the Premises which becomes untenantable.

             20.3 Landlord's Right to Cure Default.  All covenants and
   agreements to be kept or performed by Tenant under the terms of this Lease
   shall be performed by Tenant at Tenant's sole cost and expense and without
   any reduction of rent.  If Tenant shall be in default on its obligations
   under this Lease to pay any sum of money other than rental or to perform
   any other act hereunder, and if such default is not cured within the
   applicable grace period provided in Section 16.1 hereof, if any, Landlord
   may, but shall not be obligated to, make any such payment or perform any
   such act on Tenant's part without waiving its right based upon any default
   of Tenant and without releasing Tenant from any obligations hereunder. 
   All sums so paid by Landlord and all incidental costs, together with
   interest thereon at the Permitted Rate from the date of such payment or
   the incurrence of such cost by Landlord, whichever occurs first, shall be
   paid to Landlord on demand.  In the event of nonpayment by Tenant,
   Landlord shall have, in addition to any other rights or remedies
   hereunder, the same rights and remedies as in the case of default by
   Tenant for nonpayment of rent.

             20.4 Surrender of Premises.  A voluntary surrender or other
   surrender of this Lease by Tenant or the mutual cancellation of the Lease
   shall not work a merger. At the option of Landlord, however, any surrender
   or mutual cancellation of this Lease may terminate any existing sublease
   or sub-tenancies or may operate as an assignment to Landlord of any such
   sublease or sub-tenancies.

             20.5 Sale by Landlord.  In the event that Landlord sells or
   conveys the Premises, Landlord shall be released from any liability
   arising thereafter based upon any of the terms, covenants, or conditions,
   express or implied, contained in this Lease.  In such event, Tenant agrees
   to look solely to Landlord's successor in interest for any liability under
   this Lease.  If any security has been given by Tenant to secure the
   faithful performance of any of the covenants of this Lease, Landlord may
   retain said security with Landlord's successor becoming responsible to
   Tenant for said security or may transfer or deliver said security to
   Landlord's successor in interest and, in either event, Landlord shall be
   discharged from any further liability with regard to said security. 
   Except as set forth in this paragraph, this Lease shall not be affected by
   any sale or conveyance of the Premises by Landlord, and Tenant agrees to
   attorn to Landlord's successor in interest.

             20.6 Estoppel Certificate.  Within ten (10) days following any
   written request which Landlord may make from time to time, Tenant shall
   execute and deliver to Landlord a statement certifying:  (a) the
   Commencement Date of this Lease, (b) the fact that this Lease is
   unmodified and in full force and effect (or, if there have been
   modifications thereto, that this Lease is in full force and effect, as
   modified, and stating the date and nature of such modification), (c) the
   date to which the rent and other sums payable under this Lease have been
   paid, (d) the fact that there are no current defaults under this Lease by
   either Landlord or Tenant except as specified in Tenant's statement, and
   (e) such other matters as may be requested by Landlord.  Landlord and
   Tenant intend that any statement delivered pursuant to this paragraph may
   be relied upon by any mortgagee, beneficiary, purchaser or prospective
   purchaser of the Building or any interest therein.

             20.7 Light and Air.  Tenant covenants and agrees that no
   diminution of light, air or view by any structure which may hereafter be
   erected (whether or not by Landlord) shall entitle Tenant to any reduction
   of rent under this Lease, result in any liability of Landlord to Tenant,
   or in any other way affect this Lease.

             20.8 Late Charge.  Tenant recognizes that late payment of any
   rent or other sum due hereunder from Tenant to Landlord will result in
   administrative expense and loss of interest to Landlord, the extent of
   which additional expense and loss of interest is extremely difficult and
   economically impractical to ascertain.  Tenant therefore agrees that if
   rent or any other payment due hereunder from Tenant to Landlord remains
   unpaid ten (10) days after said amount is due, the amount of such unpaid
   rent or other payment shall be increased by a late charge to be paid
   Landlord by Tenant in an amount equal to the grater of Fifty and no/100
   Dollars ($50.00) or six percent (6%) or the amount not timely paid. 
   Tenant agrees that such amount is a reasonable estimate of such loss and
   expense and may be charged by Landlord to defray such loss and expense. 
   The amount of the late charge to be paid Landlord by Tenant on any unpaid
   rent or other payment shall be reassessed and added to Tenant's obligation
   for each successive monthly period accruing after the date of which the
   late charge is initially imposed.  The provisions of this section in no
   way relieve Tenant of the obligation to pay rent or other payments on or
   before the date on which they are due, nor do the terms of this section in
   any way affect Landlord's remedies pursuant to Section 16 of this Lease in
   the event said rent or other payment is unpaid after the date due.

             20.9 Waiver.  If either Landlord or Tenant waives the
   performance of any term, covenant or condition contained in this Lease,
   such waiver shall not be deemed to be a waiver of the term, covenant or
   condition itself or a waiver of any subsequent breach of the same or any
   other term, covenant or condition contained herein.  Furthermore, the
   acceptance of rent by Landlord shall not constitute a waiver of any
   preceding breach by Tenant of any term, covenant or condition of this
   Lease, regardless of Landlord's knowledge of such preceding breach at the
   time Landlord accepted such rent.  Failure by Landlord to enforce any of
   the terms, covenants or conditions of this Lease for any length of time
   shall not be deemed to waive or to decrease the right of Landlord to
   insist thereafter upon strict performance by Tenant.  Waiver by Landlord
   of any term, covenant or condition contained in this Lease may only be
   made by a written document signed by Landlord.

             20.20     Attorney's Fees.  In the event that any action or
   proceeding is brought to enforce any term, covenant or condition in this
   Lease on the part of Landlord or Tenant, the prevailing party in such
   litigation shall be entitled to reasonable attorney's fees, if permitted
   by the Nebraska Statutes, in amount to be fixed by the court in such
   action or proceeding.

             20.11     Notices.  All notices and demands which are required
   or permitted to be given by either party to the other under this Lease
   shall be written and shall be delivered personally or sent by certified or
   registered mail, postage prepaid, addressed, in the case of Tenant, to the
   Premises, or to such other places as Tenant may from time to time
   designate by written notice, and in the case of Landlord, addressed to
   Landlord at Suite 636, 1033 "O" Street, Lincoln, Nebraska, 68508, or to
   such other place as Landlord may from time to time designate by written
   notice.  All such notices and demands sent by mail shall be presumed to
   have been received by the addressee three (3) days after posting in the
   United States mail.

             20.12     Landlord's Option to Relocate Tenant.  At any time
   after Tenant's execution of this Lease, if the Premises covered by this
   Lease contain less than 2,500 square feet, Landlord shall have the right,
   upon providing Tenant thirty (30) days notice in writing, to provide and
   furnish Tenant with space elsewhere in the building of approximately the
   same size as the Premises.  Landlord shall arrange for and pay the costs
   of moving Tenant to such new space.  In the event Landlord moves Tenant to
   such new space, then this Lease and each and all of the terms and
   covenants and conditions hereof shall remain in full force and effect and
   thereupon be deemed applicable to such new space except that a revised
   Exhibit A shall become part of this Lease and shall reflect the location
   of the new space.  Should Tenant refuse to permit Landlord to move Tenant
   to such new space at the end of said thirty (30) day period, Landlord
   shall have the right to terminate this lease by ten (10) days notice to
   such effect govern to Tenant in writing, which termination shall be
   effective upon the expiration of such ten (10) day period.

             20.13     Defined Terms and Headings.  The words "Landlord" and
   "Tenant" as used herein shall include the plural as well as the singular. 
   Words used in masculine gender include the feminine and neuter, where
   applicable.  If there is more than one Tenant, the obligations imposed
   under this Lease upon Tenant shall be joint and several.  The headings and
   titles to the sections and subsections of this Lease are used for
   convenience only and shall have no effect upon the construction of
   interpretation of the Lease.

             20.14     Time.  Time is of the essence of this Lease and all of
   its provisions.  If, however, the date of which any act or occurrence
   required or permitted to occur herein, or if the last day upon which any
   condition may be satisfied, shall be a Saturday, Sunday or legal holiday,
   such day or date shall be deemed to have been set for the next immediately
   following such Saturday, Sunday or legal holiday.

             20.15     Successors and Assigns.  Subject to the provisions of
   Section 15 hereof, the terms, covenants and conditions contained herein
   shall be binding upon and inure to the benefit of the heirs, successors,
   executors, administrators and assigns of the parties hereto.

             20.16     Entire Agreement.  This Lease, together with its
   exhibits, contains all of the agreements of the parties hereto and
   supersedes any prior or contemporaneous negotiations or agreements.  There
   have been no representations made by Landlord or its agents or
   understandings made between the parties other than those set forth in this
   Lease and its exhibits.  This lease may not be modified except by an
   instrument executed by the party to be charged.

             20.17     Severability.  The invalidity of any provision of this
   Lease as determined by a court of competent jurisdiction shall in no way
   affect the validity of any other provision hereof.

             20.18     Representations.  If Tenant is a corporation, each
   individual executing this Lease on behalf of said corporation represents
   and warrants that he is duly authorized in accordance with a duly adopted
   resolution of the Board of Directors of said corporation or in accordance
   with the bylaws of said corporation, that this Lease is binding upon said
   corporation in accordance with its terms.  If Tenant is a corporation, it
   shall, within fourteen (14) days after execution of this Lease, deliver to
   Landlord a certified copy of a resolution of the Board of Directors of
   said corporation authorizing or ratifying the execution of this Lease.

             20.19     Applicable Law.  This Lease shall in all respects be
   governed by the laws of the State of Nebraska.

             20.20     Rentable Space.  The Rentable Space of the Premises
   and other areas shall be measured in accordance with the American Standard
   Method of floor Measurement for Office Buildings as revised and approved
   on August 14, 1972, by the Building Owners and Managers Association
   International.

             20.21     Tenant's Percentage.  The Tenant's Percentage set
   forth in Section 1.7 above shall be equal to the ratio that the Rentable
   Space contained in the Premises bears to the total Rental Space for the
   Building.

             20.22     Permitted Rate.  As used herein, the term "Permitted
   Rate" shall mean the interest rate that is equal to sixteen percent (16%)
   per annum, but if the maximum lawful rate of interest that may be charged
   by Landlord shall be ascertainable and shall be less than sixteen percent
   (16%) per annum, the term "Permitted Rate" shall mean the rate of interest
   that is equal to such maximum lawful rate of interest.


         21.  ADDITIONAL PROVISIONS

              1.5.1.  Basic  Monthly Rental.  Effective January  1,
    1998  Tenant's  Basic Monthly  Rental  shall  be  credited  One
    Thousand  Four   Hundred  Nineteen  Dollars  and  37/100  cents
    ($1,419.37)  per  month  through  December,  1998.    Effective
    January  1,  1999  Tenant's  Basic  Monthly  Rental  shall   be
    credited Two  Thousand Eight Hundred  Thirty Eight Dollars  and
    74/100 cents ($2,838.74) per month through December 31, 1999.


        IN WITNESS WHEREOF, Landlord and Tenant have executed this Lease as
   of the date first above written.


   NATIONAL RESEARCH CORPORATION,     GOLD'S LIMITED PARTNERSHIP   INC.
   (TENANT)                             (LANDLORD)


   BY: /s/ Patrick Beans              BY: JRM Nebraska Management &
        Patrick Beans                   Leasing Corp., Its Managing Agent


   ITS: Chief Financial Officer       BY: /s/ Catherine A. Johnson         
                                           Catherine A. Johnson, Its' Vice
                                           President

   <PAGE>

                                   EXHIBIT "A"
                         GOLD'S GALLERIA - FOURTH LEVEL

   <PAGE>

                                   EXHIBIT "B"
                          OFFICE FINISH SPECIFICATIONS


   Notwithstanding anything to the contrary contained herein; Tenant agrees
   to accept the Premises in its' present condition.

   <PAGE>
                                   EXHIBIT "C"
                        OFFICE LEASE RULES & REGULATIONS

             1.   No sign, placard, picture, advertisement, name or notice
   shall be installed or displayed on any part of the outside or inside of
   the Building without the prior written consent of the Landlord.  Landlord
   shall have the right to remove, at Tenant's expense and without notice,
   any sign installed or displayed in violation of this rule.  All approved
   signs or lettering on doors and walls shall be printed, painted, affixed
   or inscribed at the expense of Tenant by a person chosen by Landlord.

             2.   Any curtain, blinds, shades or screens attached to or hung
   in or used in connection with any window or door of the Premises must be
   first approved by the Landlord and the Landlord shall furnish guidelines
   for the color, texture and fabric of such items.  No awning shall be
   permitted on any part of the Premises.  Landlord shall have the right to
   remove, at Tenant's expense and without notice, any such items installed
   in violation of this rule.  Tenant shall not place anything against glass
   partitions or doors or windows which may appear unsightly from outside the
   Premises.  All first floor exterior windows of occupied tenant spaces will
   have off white vertical blinds installed on them.  This will help to
   conserve energy and provide a uniform appearance from the building
   exterior.  Any first or second floor interior window within tenant spaces
   which abuts directly against the common area corridors shall have off
   white vertical blinds installed on them.  This will provide a uniform
   appearance from the common area.  Any side light widow on an occupied
   suite entry way on first or second floor shall have off white horizontal
   mini blinds installed on them.  All blinds are to be installed at the
   Tenant's expense.

             3.   Tenant shall not obstruct any sidewalks, halls, passages,
   exits, entrances, elevators, escalators or stairways of the Building.  The
   halls, passages, exits, entrances, shopping malls, elevators, escalators,
   and stairways are not for the general public, and Landlord shall in all
   cases retain the right to control and prevent access thereto of all
   persons whose presence in the judgment of Landlord would be prejudicial to
   the safety, character, reputation and interest of the Building and its
   Tenant, provided that nothing herein contained shall be construed to
   prevent such access to persons with whom any Tenant normally deals in the
   ordinary course of its business, unless such persons are engaged in
   illegal, immoral or unsafe activities.  No Tenant and no employee or
   invitee of any Tenant shall go upon the roof of the Building.

             4.   The directory of the Building will be provided exclusively
   for the display of the name and location of Tenant only and Landlord
   reserves the right to exclude any other name therefrom.

             5.   All cleaning and janitorial services for the Building and
   the Premises shall be provided exclusively through Landlord, and, except
   with the written consent of Landlord, no person or persons other than
   those approved by Landlord shall be employed by Tenant or permitted to
   enter the Building for the purpose of cleaning the same.  Tenant shall not
   cause unnecessary labor by carelessness or indifference to the good order
   and cleanliness of the Premises and the Building.

             6.   Landlord shall not in any way be responsible to any Tenant
   for any loss of property on the Premises, however occurring, or for any
   damage to any Tenant's property by the janitor or any other employee or
   any other person.

             7.   Landlord will furnish Tenant free of charge with two keys
   to each door lock in the Premises.  Landlord may make a reasonable charge,
   for any additional keys, and Tenant shall not alter any lock or install a
   new or additional lock or bolt on any door of its Premises.  Tenant upon
   the termination of its tenancy shall deliver to Landlord the keys to all
   doors which have been furnished to Tenant and all duplicates thereof, and
   in the event of loss of any keys so furnished, shall pay Landlord
   therefor.

             8.   If Tenant requires telegraphic, telephonic, burglar alarm
   or similar services, it shall first obtain, and comply with Landlord's
   instructions in their installation.

             9.   The freight elevator shall be available for use by all
   Tenants in the Building, subject to such reasonable scheduling as Landlord
   in its discretion shall deem appropriate and no equipment, materials,
   furniture, packages, supplies, merchandise or other property will be
   received in the Building or carried in the elevators except between such
   hours and in such elevators as may be designated by Landlord.

             10.  Tenant shall not place a load upon any floor of the
   Premises which exceeds the load per square foot which such floor was
   designed to carry and which is allowed by law.  Landlord shall have the
   right to prescribe the weight, size and position of all equipment,
   materials, furniture or other property brought into the Building.  Heavy
   objects shall, if considered necessary by Tenant, stand on such platforms
   as determined by Landlord to be necessary to properly distribute the
   weight.  Business machines and mechanical equipment belonging to Tenant
   which cause noise or vibration that may be transmitted to the structure of
   the Building or to any space therein to such a degree as to be
   objectionable to Landlord or to any Tenants in the Building shall be
   placed and maintained by Tenant, at Tenant's expense, on vibration
   eliminators or other devices sufficient to climate noise or vibrations. 
   The persons employed to move such equipment or other property from any
   case, and all damage done to the Building by maintaining or moving such
   equipment or other property shall be repaired at the expense of Tenant.

             11.  Tenant shall not use or keep in the Premises any kerosene,
   gasoline or inflammable or combustible fluid or material other than
   limited quantities necessary for the operation or maintenance of office
   equipment.  Tenant shall not use or permit to be used in the Premises any
   foul or noxious gas or substance, or permit or allow the Premises to be
   occupied or used in a manner offensive or objectionable to Landlord or
   other occupants of the Building by reason of noise, odors, or vibrations,
   nor shall Tenant bring into or keep about the Premises any birds or
   animals.

             12.  Tenant shall not use any method of heating or air
   conditioning other than that supplied by Landlord.

             13.  Tenant shall not waste electricity, water or air
   conditioning and agrees to cooperate fully with Landlord to assure the
   most effective operation of the Building's heating and air conditioning,
   and shall refrain from attempting to adjust any controls other than room
   thermostats installed for Tenant's use.  Tenant shall keep corridor doors
   closed.

             14.  Landlord reserves the right, exercisable without liability
   to Tenant, to change the name and street address of the Building.

             15.  Landlord reserves the right to exclude from the building
   between the hours of 6 p.m. and 7 a.m. the following day, or such other
   hours as may be established from time to time by Landlord, and on Sundays
   and legal holidays any person unless that person is known to the person or
   employee in charge of the building and has a pass or is properly
   identified.  Tenant shall be responsible for all persons for whom it
   requests passes and shall be liable to Landlord for all acts of such
   person.  Landlord shall not be liable for damages for any error with
   regard to the admission to or exclusion from the Building of any person. 
   Landlord reserves the right to prevent access to the Building in case of
   invasion, mob, riot, public excitement or other commotion by closing the
   doors or by other appropriate action.

             16.  Tenant shall close and lock the doors of the Premises and
   entirely shut off all water faucets or other water apparatus and
   electricity, gas or aid outlets before Tenant and its employees lease the
   Premises.  Tenant shall be responsible for any damage or injuries
   sustained by other Tenant or occupants of the Building or by Landlord for
   noncompliance with this rule.

             17.  The toilet rooms, toilets, urinals, wash bowls and other
   apparatus shall not be used for any purpose other than that for which they
   were constructed, no foreign substance of any kind whatsoever shall be
   thrown therein, and the expense of any breakage, stoppage or damage
   resulting from the violation of this rule shall be borne by the Tenant
   who, or whose employees or invitees, shall he caused it.

             18.  Tenant shall not sell, or permit the sale at retail of
   newspapers, magazines, periodicals, theater tickets or any other goods or
   merchandise to the general public in or on the Premises.  Tenant shall not
   use the Premises for any business or activity other than that specifically
   provided for in such Tenant's lease.

             19.  Tenant shall not install any radio or television antenna,
   loudspeaker or other device on the roof or exterior walls of the Building. 
   Tenant shall not use the Premises for any business or activity other than
   that specifically provided for in such Tenant's lease.

             20.  Tenant shall not mark, drive nails, screw or drill into
   partitions, woodwork or plaster, except for wall hangings and pictures, or
   in any way deface the Premises or any part thereof.  Landlord reserves the
   right to direct electricians as to where and how telephone and telegraph
   wires are to be introduces to the Premises.  Tenant shall not cut or bore
   holes for wires.  Tenant shall not affix any floor covering to the floor
   of the Premises in any manner except as approved by Landlord.  Tenant
   shall repair any damage resulting from noncompliance with this rule.

             21.  Tenant shall not install, maintain or operate upon the
   Premises any vending machine without the written consent of Landlord.

             22.  Canvassing, soliciting and distribution of handbills or
   other written material, and peddling in the Building are prohibited, and
   each Tenant shall cooperate to prevent same.

             23.  Landlord reserves the right to exclude or expel from the
   Building any person who, in Landlord's judgment, is intoxicated or under
   the influence of liquor or drugs who is in violation of any of the rules
   and regulations of the Building.

             24.  Tenant shall store all its trash and garbage within its
   Premises.  Tenant shall not place in any trash box or receptacle any
   material which cannot be disposed of in the ordinary and customary manner
   of trash and garbage disposal.  All garbage and refuse disposal shall be
   made in accordance with directions issued from time to time by the
   Landlord.

             25.  The Premises shall not be used for the storage of
   merchandise held for sale to the general public, or for lodging or for
   manufacturing of any kind, nor shall the Premises be used for the
   improper, immoral, or objectionable purposes.  No cooking shall be done or
   permitted by any Tenant on the Premises, except that use by the Tenant of
   Underwriters' Laboratory approved equipment for brewing coffee, tea, hot
   chocolate and similar beverages shall be permitted, provided that such
   equipment and use is in accordance with all applicable federal, state, and
   city laws, codes, ordinances, rules and regulations.

             26.  Tenant shall not use in any space or in the public halls of
   the Building any hand trucks except those equipped with rubber tires and
   side guards or such other material handling equipment as Landlord may
   approve.  Tenant shall not bring and other vehicles of any kind into the
   Building.

             27.  Without the written consent of Landlord, Tenant shall not
   use the name of the Building in connection with or in promoting or
   advertising the business of Tenant except as Tenant's address.

             28.  Tenant shall comply with all safety, fire protection and
   evacuation procedures and regulations established by Landlord or any
   governmental agency.

             29.  Tenant assumes any and all responsibility for protecting
   its Premises from theft, robbery and pilferage, which includes keeping
   doors locked and other means of entry to the Premises closed.

             30.  The requirement of Tenant will be attended to only upon
   appropriate application to the office of the Building by an authorized
   individual.  Employees of Landlord shall not perform any work or do
   anything outside of their regular duties unless under special instructions
   from Landlord, and no employee of Landlord will admit any person (Tenant
   or otherwise) to any office without specific instructions from Landlord.

             31.  Landlord may waive any one or more of these Rules and
   Regulations for the benefit of any particular Tenant or Tenants, but no
   such waiver by Landlord shall be construed as a waiver of such Rules and
   Regulations in favor of any other Tenant or Tenants, nor prevent Landlord
   from thereafter enforcing any such Rules and Regulations against any or
   all of the Tenants in the Building.

             32.  These Rules and Regulations are in addition to, and shall
   not be construed to in any way modify or amend, in whole or in part, the
   terms, covenants, agreements and conditions of any lease of the Premises
   in the Building.

             33.  Landlord reserves the right to make such other and
   reasonable rules and regulations as in its judgment may from time to time
   be needed for safety and security, for care and cleanliness of the
   Building and for the preservation of good order therein.  Tenant agrees to
   abide by all such rules and regulation hereinafter stated and any
   additional rules and regulations which are adopted.

             34.  Terms defined in the Lease to which these Rules and
   Regulations are attached shall have the same meanings herein.

             35.  Tenant shall be responsible for the observance of all of
   the foregoing rules by Tenant's employers, agents, clients, customers,
   invitees and guests.

   <PAGE>
                    ACKNOWLEDGEMENT FOR PARTNERSHIP LANDLORD


   STATE OF NEBRASKA        )
                            ) ss.
   COUNTY OF LANCASTER )

             On the ___________ day of _____________________________, 19___
   before me came _________________________________, to me known, who being
   by me duly sworn, did depose and say, that he/she resides at
   ____________________________ ____________________________________; that
   he/she is a ______________________________ of
   _____________________________, the Landlord described in and which
   executed the foregoing Lease; and that he/she was authorized by the
   Landlord to sign thereon and to bind the Landlord.



                                      Notary Public



                     ACKNOWLEDGEMENT FOR INDIVIDUAL TENANTS


   STATE OF NEBRASKA        )
                            ) ss.
   COUNTY OF LANCASTER )

             On the ___________ day of _____________________________, 19___
   before me came _________________________________, to me known, who being
   by me duly sworn, did depose and say, that he/she resides at
   ____________________________ ____________________________________; and
   that he/she executed the foregoing instrument for the purpose therein
   contained. 



                                      Notary Public


   STATE OF NEBRASKA        )
                            ) ss.
   COUNTY OF LANCASTER )

             On the ___________ day of _____________________________, 19___
   before me came _________________________________, to me known, who being
   by me duly sworn, did depose and say, that he/she resides at
   ____________________________ ____________________________________; and
   that he/she executed the foregoing instrument for the purpose therein
   contained. 



                                      Notary Public
   <PAGE>
                            GUARANTEE OF OFFICE LEASE


             WHEREAS a certain Office Lease ("Lease") dated November 24, 1997
   has been, or will be, executed by and between GOLD'S LIMITED PARTNERSHIP,
   therein and herein referred to as "Landlord", and NATIONAL RESEARCH
   CORPORATION and herein referred to as "Tenant", covering the following
   described Premises and Building in the City of Lincoln, County of
   Lancaster, State of Nebraska.

             Description of Premises:  1033 "O" Street

             Description of Building:  Gold's Galleria

             WHEREAS Landlord under the Lease requires as a condition to its
   execution of the Lease that the undersigned guarantee the full performance
   of the obligations of Tenant under the Lease; and

             WHEREAS the undersigned is desirous that Landlord enter into the
   Lease with Tenant,

             NOW, THEREFORE, in consideration of the execution of the Lease
   by Landlord, the undersigned hereby unconditionally guarantees the full
   performance of each and all of the terms, covenants and conditions of the
   Lease to be kept and performed by Tenant, including without limitation the
   payment of all rent and other charges to accrue thereunder.  The
   undersigned further agrees as follows:

             1.   That this covenant and agreement on its part shall continue
   in favor of Landlord notwithstanding any extension, modification, or
   alteration of the Lease entered into by and between the parties thereto,
   or their successors or assigns, or notwithstanding any assignment of the
   Lease, with or without the consent of Landlord, and no extension,
   modification, alteration or assignment of the Lease shall in any manner
   release or discharge the undersigned, and the undersigned hereby consents
   to any such extension, modification, alteration or assignment.

             2.   This Guarantee will continue unchanged by any bankruptcy,
   reorganization or insolvency of the Tenant or any successor or assignee
   thereof or by any disaffirmance or abandonment by a trustee of Tenant.

             3.   Landlord may, without notice, assign this Guarantee in
   whole or in part and no assignment or transfer of the Lease shall operate
   to extinguish or diminish the liability of the undersigned hereunder.

             4.   The liability of the undersigned under this Guarantee shall
   be primary and that in any right of action which shall accrue to Landlord
   under the Lease, Landlord may, at its option proceed against the
   undersigned without having commenced any action, or having obtained any
   judgment against Tenant.

             5.   To pay Landlord's reasonable attorneys' fees and all costs
   and other expenses incurred in any collection or attempted collection or
   in any negotiations relative to the obligations hereby guaranteed or
   enforcing this Guarantee against the undersigned, individually or jointly.

             6.   That it does hereby waive notice of any demand by Landlord,
   as well as any notice of default in the payment of rent or any other
   amounts contained or reserved in the Lease.  The use of the singular
   herein shall include the plural.  The obligation of two or more parties
   shall be joint and several.  The terms and provisions of this Guarantee
   shall be binding upon and inure to the benefit of the respective
   successors and assigns of the parties herein named.

             IN WITNESS WHEREOF, the undersigned has caused this Guarantee to
   be executed as of the date set forth on page 1 of the Lease.

                                    Guarantor (Corporate):

    Witness                         By:__________________________
                                         President

    Witness                         Attest:______________________
                                           Secretary

                                    Guarantor (Partnership):

    Witness                         By: _________________________  
                                           General Partner

    Witness                         By: _________________________
                                         General Partner


                                    Guarantor (Individual(s)):

    Witness                         By: _________________________

    Witness                         By: _________________________

<TABLE> <S> <C>

<ARTICLE> 5
<MULTIPLIER> 1,000
       
<S>                             <C>
<PERIOD-TYPE>                   YEAR
<FISCAL-YEAR-END>                          DEC-31-1997
<PERIOD-START>                             JAN-01-1997
<PERIOD-END>                               DEC-31-1997
<CASH>                                           4,688
<SECURITIES>                                    13,220
<RECEIVABLES>                                    3,158
<ALLOWANCES>                                        63
<INVENTORY>                                          0
<CURRENT-ASSETS>                                21,875
<PP&E>                                           1,064
<DEPRECIATION>                                     544
<TOTAL-ASSETS>                                  22,563
<CURRENT-LIABILITIES>                            4,194
<BONDS>                                              0
                                0
                                          0
<COMMON>                                             7
<OTHER-SE>                                      18,114
<TOTAL-LIABILITY-AND-EQUITY>                    22,563
<SALES>                                              0
<TOTAL-REVENUES>                                16,284
<CGS>                                                0
<TOTAL-COSTS>                                    7,178
<OTHER-EXPENSES>                                 5,879
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                                   0
<INCOME-PRETAX>                                  3,226
<INCOME-TAX>                                       376
<INCOME-CONTINUING>                              3,217
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<NET-INCOME>                                     3,217
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<FN>
<F1>   The Statement of Income only reflects proforma
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