NATIONAL RESEARCH CORP
10-Q, 1999-05-12
TESTING LABORATORIES
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                                  UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549

                                    FORM 10-Q

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

       For the quarterly period ended March 31, 1999

                                       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 of                      (I.R.S. Employer
   incorporation or organization)                       Identification No.)

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

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

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 the number of shares  outstanding  of each of the  issuer's  classes of
common stock, as of the latest practicable date.

Common  Stock,  $.001 par value,  outstanding  as of April 30,  1999:  7,060,000
shares



<PAGE>



                          NATIONAL RESEARCH CORPORATION

                                 FORM 10-Q INDEX

                      For the Quarter Ended March 31, 1999

                                                                        Page No.
                                                                        --------
PART I.    FINANCIAL INFORMATION

           Item 1.  Financial Statements

                    Condensed Balance Sheets                               3
                    Condensed Statements of Income                         4
                    Condensed Statements of Cash Flows                     5
                    Notes to Condensed Financial Statements                6

           Item 2.  Management's Discussion and Analysis of              7-10
                    Financial Condition and Results of Operations

           Item 3.  Quantitative and Qualitative Disclosures About
                    Market Risk                                           10

PART II.   OTHER INFORMATION

           Item 2.  Changes in Securities and Use of Proceeds             11

           Item 6.  Exhibits and Reports on Form 8-K                      11

           Signatures                                                     12

           Exhibit Index                                                  13


                                      -2-
<PAGE>




                         PART I - Financial Information

ITEM 1   Financial Statements
         
                          NATIONAL RESEARCH CORPORATION
                            CONDENSED BALANCE SHEETS
<TABLE>
<CAPTION>

                                                                                          March 31,       December 31,
                                                                                            1999              1998
                                                                                      ---------------   ----------------
                                                                                           (unaudited)
                                     Assets
Current assets:
<S>                                                                                   <C>               <C>            
   Cash and cash equivalents                                                          $     2,164,954   $     4,887,712
   Investments in marketable debt securities                                                8,657,314         8,009,343
   Trade accounts receivable, less allowance for doubtful                                               
     accounts of $66,891 in 1999 and $77,808 in 1998                                        2,816,894         2,940,356
   Unbilled revenues                                                                          754,264         1,030,351
   Prepaid expenses and other                                                                 414,687           165,037
   Deferred income taxes                                                                      227,229           222,500
                                                                                      ----------------  ----------------

             Total current assets                                                          15,035,342        17,255,299
                                                                                      ----------------  ----------------

Property and equipment, net of accumulated                                                              
   depreciation and amortization                                                            4,301,358         2,288,583
Deferred income taxes                                                                         510,158           548,506
Goodwill and other intangibles, net of  accumulated amortization                            6,076,099         6,160,209
Other                                                                                          26,582            26,582
                                                                                      ----------------  ----------------

             Total assets                                                             $    25,949,539   $    26,279,179
                                                                                      ================  ================

                          Liabilities and Shareholders' Equity
Current liabilities:
   Purchase price payable                                                             $     1,500,000   $     2,650,000
   Current portion - notes payable                                                             30,754            30,754
   Accounts payable and accrued expenses                                                    1,673,678         1,429,728
   Accrued wages, bonuses and profit sharing                                                  796,355           907,743
   Income taxes payable                                                                         7,494                --
   Billings in excess of revenues earned                                                    4,098,988         3,283,462
                                                                                      ----------------  ----------------

             Total current liabilities                                                      8,107,269         8,301,687

Notes payable, net of current portion                                                          67,236            74,694
Bonuses and profit sharing accruals                                                            87,306           157,472
Other accrued expense                                                                         290,523           310,793
                                                                                      ----------------  ----------------

             Total long-term liabilities                                                      445,065           542,959
                                                                                      ----------------  ----------------

             Total liabilities                                                              8,552,334         8,844,646
                                                                                      ----------------  ----------------

Shareholders' equity:
   Common stock, $.001 par value; authorized 20,000,000
      shares, issued 7,305,000                                                                  7,305             7,305
   Preferred stock, $.01 par value; authorized 2,000,000
      shares, no shares issued and outstanding                                                  -                 -    
   Additional paid-in capital                                                              16,839,839        16,839,839
   Retained earnings                                                                        1,835,905         1,734,983
   Treasury stock, at cost; 245,000 shares in 1999, 213,000 shares in 1998                (1,285,844)       (1,147,594)
                                                                                      ----------------  ----------------

             Total shareholders' equity                                                    17,397,205        17,434,533
                                                                                      ----------------  ----------------

             Total liabilities and shareholders' equity                               $    25,949,539   $    26,279,179
                                                                                      ================  ================

See accompanying notes to condensed financial statements.
</TABLE>


                                      -3-
<PAGE>



                          NATIONAL RESEARCH CORPORATION

                         CONDENSED STATEMENTS OF INCOME
                                   (Unaudited)
<TABLE>
<CAPTION>

                                                                  Three months ended
                                                                       March 31,
                                                          ------------------------------------
                                                               1999                 1998
                                                          --------------        --------------

<S>                                                       <C>                   <C>           
Revenues                                                  $    3,662,923        $    3,406,100
                                                          --------------        --------------

Operating expenses:
    Direct expenses                                            2,577,301             1,508,961
    Selling, general and administrative                          904,494             1,188,588
    Depreciation and amortization                                169,111                51,993
                                                          --------------        --------------

                Total operating expenses                       3,650,906             2,749,542
                                                          --------------        --------------

                Operating income                                  12,017               656,558

Other income:
    Interest income                                              150,694               262,200
    Other, net                                                     7,749                  -    
    Interest expense                                              (2,258)                 -    
                                                          --------------        --------------

                Total other income                               156,185               262,200
                                                          --------------        --------------

                Income before income taxes                       168,202               918,758

Provision for income taxes                                        67,280               357,000
                                                          --------------        --------------

                        Net income                        $      100,922        $      561,758
                                                          ==============        ==============

Net income per share--basic
    and diluted                                           $         0.01        $         0.08
                                                          ==============        ==============

Weighted average shares and share equivalents
  outstanding--basic                                           7,077,056             7,305,000
                                                          ==============        ==============

Weighted average shares and share equivalents
  outstanding--diluted                                         7,084,549             7,305,000
                                                          ==============        ==============
                                                                           


See accompanying notes to condensed financial statements.
</TABLE>


                                      -4-
<PAGE>



                          NATIONAL RESEARCH CORPORATION

                       CONDENSED STATEMENTS OF CASH FLOWS
                                   (Unaudited)
<TABLE>
<CAPTION>

                                                                                Three months ended
                                                                                     March 31,
                                                                           -----------------------------
                                                                               1999            1998
                                                                           -------------  --------------

Cash flows from operating activities:
<S>                                                                        <C>             <C>          
    Net income                                                             $     100,922   $     561,758
    Adjustments to reconcile net income to net cash
      provided by operating activities:
        Depreciation and amortization                                            169,111          51,993
        Deferred income taxes                                                     33,619           -    
        Loss on sale of other investments                                            144           -
        Changes in assets and liabilities, net of acquisition:
           Trade accounts receivable                                             123,462       1,763,029
           Unbilled revenues                                                     276,087         (74,016)
           Prepaid expenses and other                                           (249,650)      (392,541)
           Deferred income taxes                                                   -              34,000
           Accounts payable and accrued expenses                                 223,680         286,457
           Accrued wages, bonuses and profit sharing                            (181,554)       (410,875)
           Income taxes payable                                                    7,494         245,229
           Billings in excess of revenues earned                                 815,841        (142,054)
                                                                           -------------   -------------

                  Net cash provided by operating activities                    1,318,696       1,922,980
                                                                           -------------   -------------

Cash flows from investing activities:
    Purchases of property and equipment                                       (2,097,776)       (287,400)
    Purchases of securities available-for-sale                                (4,967,115)     (4,430,572)
    Proceeds from the maturities of securities available-for-sale              4,319,000       2,000,000
                                                                           -------------   -------------

                  Net cash used in investing activities                       (2,745,891)     (2,717,972)
                                                                           -------------   -------------

Cash flows from financing activities:
    Payments on notes payable                                                    (7,458)            -    
    Payment of purchase price payable                                        (1,150,000)            -
    Purchase of  treasury stock                                                (138,250)            -    
                                                                           -------------   -------------

                  Net cash used in financing activities                      (1,295,708)            -    
                                                                           -------------   -------------

                  Net decrease in cash and cash equivalents                  (2,722,758)        (794,992)

Cash and cash equivalents at beginning of period                               4,887,712       4,688,352
                                                                           -------------   -------------

Cash and cash equivalents at end of period                                 $   2,164,954   $   3,893,360
                                                                           =============   =============

Supplemental disclosure of cash paid for:
    Interest                                                               $       2,258  $         -    
                                                                           =============  ==============

    Taxes                                                                  $      23,277  $        -
                                                                           =============  ==============

See accompanying notes to condensed financial statements.

</TABLE>

                                      -5-
<PAGE>



                          NATIONAL RESEARCH CORPORATION
                     Notes to Condensed Financial Statements

1.     INTERIM FINANCIAL REPORTING

The condensed balance sheet of National Research  Corporation (the "Company") at
December 31, 1998 was derived from the  Company's  audited  balance  sheet as of
that date. All other financial statements contained herein are unaudited and, in
the opinion of management,  include all adjustments  (consisting  only of normal
recurring  adjustments) the Company considers  necessary for a fair presentation
of financial  position,  results of operations and cash flows in accordance with
generally accepted accounting principles.

Certain  information  and footnote  disclosures  normally  included in financial
statements prepared in accordance with generally accepted accounting  principles
have been condensed or omitted.  These condensed financial  statements should be
read in  conjunction  with the financial  statements  and notes thereto that are
included in the Company's Form 10-K for the fiscal year ended December 31, 1998,
filed with the Securities and Exchange Commission in March 1999.

Other than its net income,  the  Company's  only other  source of  comprehensive
income is unrealized  gains or losses on marketable  debt  securities.  However,
other  comprehensive  income from  marketable debt securities is not significant
for the three-month periods ended March 31, 1999 and 1998, respectively.



                                      -6-
<PAGE>



ITEM 2

                     MANAGEMENT'S DISCUSSION AND ANALYSIS OF
                  FINANCIAL CONDITION AND RESULTS OF OPERATIONS

Results of Operations

The following table sets forth, for the periods  indicated,  selected  financial
information derived from the Company's condensed financial statements, expressed
as a percentage of total revenues. The trends illustrated in the following table
may not necessarily be indicative of future results. The discussion that follows
the table should be read in conjunction with the condensed financial statements.

                                                      Percentage of Total
                                                           Revenues
                                                -------------------------------
                                                      Three months ended
                                                          March 31,
                                                -------------------------------
                                                      1999        1998
                                                -------------------------------

Revenues:                                             100.0%      100.0%
                                                ===============================

Operating expenses:
    Direct expenses                                    70.4        44.3
    Selling, general and administrative                24.7        34.9
    Depreciation and amortization                       4.6         1.5
                                                -------------------------------
                  Total operating expenses:            99.7        80.7
                                                -------------------------------

Operating income                                        0.3%       19.3%
                                                ===============================

Three Months Ended March 31, 1999 Compared to Three Months Ended March 31, 1998

Total  revenues.  Total revenues  increased 7.5% in the three month period ended
March 31, 1999 to $3.7 million from $3.4 million in the three month period ended
March 31, 1998.  The  increase was due  primarily to an increase in revenue from
performance tracking services and custom research as a result of the addition of
new clients,  the  acquisition of HRS in June 1998 and, to a lesser  extent,  an
increase in the scope of existing  tracking  projects.  The increase in revenues
was  partially  offset by a decrease in  recognized  revenues from the Company's
syndicated services.  Billings for syndicated services during the period were up
over 10% compared to the same period in 1998,  but a larger  percentage of sales
were for 1999 services to be delivered in the third quarter of 1999.

Direct  expenses.  Direct  expenses  increased  70.8%  to  $2.6  million  in the
three-month  period  ended March 31,  1999 from $1.5  million in the same period
during  1998.  The  increase  in  direct  expenses  in the 1999  period  was due
primarily  to an increase in labor and payroll  expenses of $592,000  (which was
due  partially to increased  costs  associated  with the addition of a telephone
call center and with increased  revenues) and, to a lesser extent,  increases in
postage    expenses    of    $138,000,    printing    expenses    of    $65,000,
communication/telephone expenses of $58,000, rent and office expenses of $17,000
and  software  conversion  costs of  $113,000.  Direct  expenses  increased as a
percentage of total  revenues to 70.4% in the three month period ended March 31,
1999 from 44.3% during the same period of 1998. The increase in direct  expenses
as a percentage of total revenues was due primarily to expenses  associated with
the Company's planned conversion of internal software,  which was not completed,
and also to an increase in telephone  methodology,  which increases labor costs.
Direct  expenses as a  percentage  of total  revenues  are expected to remain at
levels  similar to the 1999 period until the  internal  software  conversion  is
completed.


                                      -7-
<PAGE>


Selling,   general   and   administrative   expenses.   Selling,   general   and
administrative  expenses  decreased 23.9% to $904,000 for the three-month period
ended  March 31,  1999  from  $1.2  million  for the same  period in 1998.  This
decrease was  primarily  due to a decrease in legal and  accounting  expenses of
$53,000,  salaries and benefit  expenses of $153,000,  research and  development
expenses of $36,000 and trade show  expenses of $31,000.  These  decreases  were
offset by an increase in rent and office expenses of $48,000 associated with the
Company's new office in Columbus,  Ohio.  Selling,  general,  and administrative
expenses  decreased  as a  percentage  of total  revenues to 24.7% for the three
month  period ended March 31, 1999 from 34.9% for the same period in 1998 due to
the  increase in revenue  without a related  increase  in  selling,  general and
administrative expenses.

Depreciation and amortization.  Depreciation and amortization expenses increased
225.3% to $169,000 in the  three-month  period ended March 31, 1999 from $52,000
in the same period of 1998. The increase in  amortization  and  depreciation  is
primarily due to the acquisition of intangible assets of HRS and the purchase of
computer  equipment and software.  Depreciation and  amortization  expenses as a
percentage of total revenues  increased to 4.6% in the three-month  period ended
March 31, 1999, from 1.5% in the same period of 1998.

Provision  for income taxes.  The  provision  for income taxes  totaled  $67,000
(40.0%  effective tax rate) for the  three-month  period ended March 31, 1999 as
compared to $357,000 (38.9% effective tax rate) for the same period in 1998. The
decrease in expense is due to the lower profit for the period.

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.

As of March 31, 1999, the Company had cash and cash  equivalents of $2.2 million
and working capital of $6.9 million.

During the three months ended March 31, 1999, the Company generated $1.3 million
of net cash from  operating  activities  as compared to $1.9 million of net cash
generated  during the same period in the prior year.  The  decrease in cash flow
was mainly due to the timing of collections of accounts receivables,  the timing
of costs incurred in advance of billings on certain projects and a lower overall
operating income.

For the three months ended March 31, 1999, net cash used in investing activities
was $2.8 million as compared to $2.7 million during the same period in the prior
year.  The 1999 increase in cash used was primarily due to the purchase of a new
building for  $1,475,000  and an investment  of $627,000 in furniture,  computer
equipment,  software  and  production  equipment  to meet the  expansion  of the
Company's  business.  This was partially offset by the proceeds of maturities of
securities  available-for-sale  of $4.3  million.  The Company plans to spend an
additional  $3.0  million  during 1999 to renovate the new  building.  Following
renovation,  the Company  intends to move its  headquarters  to such building in
December 1999. The Company expects to secure long-term financing on the building
for approximately $3.8 million.  The 1998 net cash used was primarily due to the
purchase  of  investments  in  debt  securities  available-for-sale,  which  was
partially offset by an investment of $287,000 in furniture,  computer equipment,
software  and  production  equipment  to meet  the  expansion  of the  Company's
business.

Net cash used in  financing  activities  was $1.3  million  and $0 for the three
months ended March 31, 1999 and 1998, respectively.  The most significant use of
cash for financing  activities in 1999 was the payment of purchase price payable
related to the acquisition of HRS of $1.2 million.  Other cash used in financing
activities  for 1999 was for the  payments of notes  payable and the purchase of
treasury stock.


                                       -8-
<PAGE>


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 March 31,  1999 and as of December  31,  1998,  the
Company had $4.1 million and $3.3 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 March 31, 1999 and
December 31, 1998,  the Company had $754,000 and $560,000 of unbilled  revenues,
respectively.  Substantially  all deferred and unbilled  revenues will be earned
and billed, respectively, within 12 months of the respective period ends.

In October 1998, the Company  announced plans to repurchase up to 245,000 shares
of common stock in the open market or in privately negotiated  transitions.  The
Company repurchased 245,000 shares between October 1998 and March 1999. In April
1999,  the Board of Directors of the Company  authorized  the  repurchase  of an
additional  150,000  shares.  As of May  12,  1999,  no  shares  under  the  new
authorization had been repurchased.

Year 2000

The Year 2000 ("Y2K") issue is the result of computer  systems using two digits,
as opposed to four digits,  to indicate the year. Such computer  systems will be
unable to  interpret  dates  beyond the year 1999,  which  could  cause a system
failure or other computer  errors,  leading to a disruption in  operations.  The
Company uses  software and related  technologies  throughout  its business  that
could be affected by the date change in Y2K.

At the end of 1997, an  independent  third party  conducted an assessment of the
Company's computer systems and, based on such assessment,  the Company developed
plans to address issues related to the impact of Y2K on its information systems.
The  Company  has  completed  the  assessment  phase for all of its  information
technology  systems  and  developed  a plan of repair or  replacement  for those
systems that were not Y2K compliant.

Many of the  external  software  programs  used by the Company  were already Y2K
compliant.  The  remaining  software is currently  being  upgraded to new vendor
versions,  which, in addition to providing increased functionality,  address the
Y2K issue.

The Company's  internal software systems presented no Y2K compatibility  issues.
Most of the Company's  internal  hardware systems presented no Y2K compatibility
issues.  The Company has been  upgrading  its computer  hardware that is not Y2K
compliant  on an ongoing  basis and all  mission-critical  hardware  will be Y2K
compliant  before the last quarter of 1999.  The software used by the Company to
deliver  information to its clients  contains no date related data or code other
than that related to licensing issues, and therefore, is not affected by the Y2K
issue.

Many of the services  sold by the Company  originate  from data  provided by the
Company's clients.  The Company generally does not use live data provided by its
clients,  instead the clients transmit member or patient information on a weekly
or monthly  basis.  As a result,  the Company's  ability to provide  services to
these  clients is dependent on whether such  clients'  systems for  transmitting
data to the Company are Y2K  compliant.  If a client cannot  transmit  member or
patient information to the Company, then the Company cannot provide its services
to the client. Therefore,  there can be no assurance that the failure of clients
of the Company to be Y2K compliant  will not have a material  adverse  effect on
the Company. To be prepared to address unexpected occurrences,  the Company will
develop  contingency plans before the last quarter of 1999 to assess alternative
methods to obtain data from its clients.

The current  estimate of total Y2K  compliance  cost is $126,000.  A majority of
these costs have been included in the ongoing upgrading and  standardization  of
the Company's systems. Approximately $44,000 of such costs 


                                       -9-

                                       
<PAGE>


have been incurred to date.  Based upon  progress to date,  the Company does not
believe that future costs of Y2K compliance will materially affect the Company's
operating  results  or  financial  condition.  If  problems  with the  Company's
conversion of internal  software systems are not corrected by year end, then the
Company could incur additional costs to upgrade existing programs.

The estimated  costs of, and timetable  for,  becoming Y2K compliant  constitute
"forward-looking  statements"  as defined in the Private  Securities  Litigation
Reform Act of 1995.  Shareholders,  potential  investors  and other  readers are
cautioned that such  estimates are based on numerous  assumptions by management,
including  assumptions  regarding the accuracy of representations  made by third
parties concerning their compliance with Y2K issues and other factors.


ITEM 3   Quantitative and Qualitative Disclosures About Market Risk

The  Company  has not  experienced  any  material  changes  in its  market  risk
exposures since December 31, 1998.


                                      -10-
<PAGE>

PART II - Other Information

ITEM 2   Changes in Securities and Use of Proceeds

     (a)  Not applicable.

     (b)  Not applicable.

     (c)  Not applicable.

     (d)  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  fourth  quarter  of 1997,  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 net  proceeds  to the  Company  are  reasonably  estimated  to be applied as
follows:

         1.   Temporary  investments of United States government     $-7,033,516
              securities with maturities of two years or less     
                              
                              
              

         2.   Acquisition of HRS and related acquisition costs         7,049,588
         3.   The acquisition of a new headquarters building           1,474,985
         4.   The repurchase of treasury stock                         1,283,000
                                                                     -----------
              Total proceeds to the Company                          $16,841,089
                                                                     ===========

ITEM 6   Exhibits and Reports on Form 8-K  
         --------------------------------

(a)      Exhibit Number         Description 
         --------------         -----------

(27)     Financial Data Schedule (EDGAR version only)

(b)      Reports on Form 8-K

         There were no reports on Form 8-K filed during the quarter  ended March
31, 1999.





                                      -11-

<PAGE>


                                  SIGNATURES

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


                                 NATIONAL RESEARCH CORPORATION



Date: May 12, 1999               By:   /s/ Michael D. Hays              
                                    ---------------------------------------
                                      Michael D. Hays
                                      President and Chief Executive Officer



Date: May 12, 1999               By:   /s/ Patrick E. Beans             
                                    ---------------------------------------
                                      Patrick E. Beans
                                      Vice President, Treasurer, Secretary and
                                      Chief Financial Officer (Principal
                                      Financial and Accounting Officer)



                                      -12-
<PAGE>



                          NATIONAL RESEARCH CORPORATION

                 EXHIBIT INDEX TO QUARTERLY REPORT ON FORM 10-Q
                  For the Quarterly Period ended March 31, 1999

                                     Exhibit
                                     -------


      (27)  Financial Data Schedule (EDGAR version only)







                                      -13-



<TABLE> <S> <C>


<ARTICLE>                     5
<LEGEND>
THE SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE CONDENSED
FINANCIAL  STATEMENTS OF NATIONAL RESEARCH  CORPORATION AS OF AND FOR THE PERIOD
ENDED MARCH 31, 1999 AND IS  QUALIFIED  IN ITS  ENTIRETY  BY  REFERENCE  TO SUCH
FINANCIAL STATEMENTS.
</LEGEND>
<MULTIPLIER>                                   1,000
       
<S>                             <C>
<PERIOD-TYPE>                   3-MOS
<FISCAL-YEAR-END>                              DEC-31-1999
<PERIOD-START>                                 JAN-01-1999
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