NATIONAL RESEARCH CORP
DEF 14A, 1999-03-19
TESTING LABORATORIES
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                            SCHEDULE 14A INFORMATION
Proxy Statement Pursuant to Section 14(a) of the Securities Exchange Act of 1934
                              (Amendment No. ____)

Filed by the Registrant [X]
Filed by a Party other than the Registrant [  ]

Check the appropriate box:

[ ] Preliminary Proxy Statement
[ ] Confidential,  for  Use  of  the  Commission  Only  (as  permitted  by  Rule
    14a-6(e)(2))
[X] Definitive Proxy Statement
[ ] Definitive  Additional Materials
[ ] Soliciting Material Pursuant to ss. 240.14a-11(c) or ss. 240.14a-12

                          NATIONAL RESEARCH CORPORATION
                (Name of Registrant as Specified in its Charter)


     (Name of Person(s) Filing Proxy Statement if other than the Registrant)

Payment of Filing Fee (Check the appropriate box):

[X] No fee required.

[ ] Fee computed on table below per Exchange Act Rules 14a-6(i)(4) and 0-11.

    1) Title of each class of securities to which transaction applies:

    2) Aggregate number of securities to which transaction applies:

    3)  Per unit  price  or  other  underlying  value  of  transaction  computed
        pursuant  to  Exchange  Act Rule 0-11 (Set forth the amount on which the
        filing fee is calculated and state how it was determined):

    4)  Proposed maximum aggregate value of transaction:

    5)  Total fee paid:

[ ] Fee paid previously with preliminary materials.

[ ] Check box if any part of the fee is offset as provided by Exchange  Act Rule
    0-11(a)(2)  and  identify the filing for which the  offsetting  fee was paid
    previously.  Identify the previous filing by registration  statement number,
    or the Form or Schedule and the date of its filing.

    1)  Amount Previously Paid:

    2)  Form, Schedule or Registration Statement No.:

    3)  Filing Party:

    4)  Date Filed:
<PAGE>
                          NATIONAL RESEARCH CORPORATION

                    NOTICE OF ANNUAL MEETING OF SHAREHOLDERS
                            To Be Held April 14, 1999

To the Shareholders of
     National Research Corporation:

       NOTICE IS  HEREBY  GIVEN  that the  annual  meeting  of  shareholders  of
National  Research  Corporation  will be held on  Wednesday,  April 14, 1999, at
10:00 A.M., local time, at The Cornhusker Hotel, 333 South 13th Street, Lincoln,
Nebraska 68508, for the following purposes:

              1. To elect one  director  to hold  office  until the 2002  annual
       meeting of  shareholders  and until his  successor  is duly  elected  and
       qualified.

              2. To consider  and act upon such other  business as may  properly
       come before the meeting or any adjournment or postponement thereof.

       The close of  business on March 1, 1999 has been fixed as the record date
for the determination of shareholders entitled to notice of, and to vote at, the
meeting and any adjournment or postponement thereof.

       A proxy for the meeting and a proxy statement are enclosed herewith.

                                        By Order of the Board of Directors
                                        NATIONAL RESEARCH CORPORATION

                                        /s/Patrick E. Beans
                                        Patrick E. Beans
                                        Secretary


Lincoln, Nebraska
March 19, 1999



YOUR VOTE IS  IMPORTANT  NO MATTER HOW LARGE OR SMALL YOUR  HOLDINGS  MAY BE. TO
ASSURE YOUR REPRESENTATION AT THE MEETING, PLEASE DATE THE ENCLOSED PROXY, WHICH
IS  SOLICITED  BY THE BOARD OF  DIRECTORS,  SIGN  EXACTLY  AS YOUR NAME  APPEARS
THEREON AND RETURN IMMEDIATELY.


<PAGE>




                          NATIONAL RESEARCH CORPORATION
                                 1033 "O" Street
                             Lincoln, Nebraska 68508

                                 PROXY STATEMENT
                                       For
                         ANNUAL MEETING OF SHAREHOLDERS
                            To Be Held April 14, 1999

       This proxy  statement is being  furnished to shareholders by the Board of
Directors  (the  "Board")  of  National  Research  Corporation  (the  "Company")
beginning  on or about  March 19,  1999 in  connection  with a  solicitation  of
proxies by the Board for use at the annual meeting of shareholders to be held on
Wednesday,  April 14, 1999, at 10:00 A.M., local time, at The Cornhusker  Hotel,
333  South  13th  Street,  Lincoln,  Nebraska  68508,  and all  adjournments  or
postponements  thereof (the "Annual  Meeting") for the purposes set forth in the
attached Notice of Annual Meeting of Shareholders.

       Execution  of a proxy  given in response  to this  solicitation  will not
affect a shareholder's right to attend the Annual Meeting and to vote in person.
Presence at the Annual Meeting of a shareholder  who has signed a proxy does not
in itself revoke a proxy.  Any  shareholder  giving a proxy may revoke it at any
time before it is exercised by giving  notice  thereof to the Company in writing
or in open meeting.

       A proxy, in the enclosed form, which is properly executed,  duly returned
to the Company and not revoked will be voted in accordance with the instructions
contained therein.  The shares represented by executed but unmarked proxies will
be voted FOR the one person  nominated  for  election as a director  referred to
herein and on such other  business or matters which may properly come before the
Annual  Meeting in  accordance  with the best  judgment of the persons  named as
proxies in the enclosed form of proxy. Other than the election of directors, the
Board  has no  knowledge  of any  matters  to be  presented  for  action  by the
shareholders at the Annual Meeting.

       Only holders of record of the Company's common stock, $.001 par value per
share  (the  "Common  Stock"),  at the  close of  business  on March 1, 1999 are
entitled  to  vote  at the  Annual  Meeting.  On  that  date,  the  Company  had
outstanding and entitled to vote 7,077,000 shares of Common Stock, each of which
is entitled to one vote per share.


                              ELECTION OF DIRECTORS

       The Company's  By-Laws  provide that the directors  shall be divided into
three classes,  with staggered terms of three years each. At the Annual Meeting,
the  shareholders  will elect one  director to hold office until the 2002 annual
meeting of  shareholders  and until his successor is duly elected and qualified.
Unless  shareholders  otherwise  specify,  the shares represented by the proxies
received  will be voted in favor of the election as a director of the one person
named as a nominee  herein.  The Board has no reason to believe  that the listed
nominee will be unable or unwilling to serve as a director if elected.  However,
in the event that the  nominee  should be unable to serve or for good cause will
not serve, the shares  represented by proxies received will be voted for another
nominee  selected by the Board.  The director  will be elected by a plurality of
the  votes  cast  at  the  Annual  Meeting   (assuming  a  


<PAGE>

quorum is present).  Consequently,  any shares not voted at the Annual  Meeting,
whether due to abstentions,  broker non-votes or otherwise,  will have no impact
on the  election  of  directors.  Votes will be  tabulated  by an  inspector  of
elections appointed by the Board.

       The following sets forth certain information,  as of March 1, 1999, about
the Board's  nominee for election at the Annual Meeting and each director of the
Company whose term will continue after the Annual Meeting.

                   Nominee for Election at the Annual Meeting

                    Term expiring at the 2002 Annual Meeting

       Paul C. Schorr,  III,  62, has served as a director of the Company  since
February 1998. Mr. Schorr has been the President and Chief Executive  Officer of
ComCor  Holding Inc.,  an electrical  contractor  specializing  in  construction
consulting  services,  since  1987.  Mr.  Schorr  is also a  director  of Aliant
Communications  Inc., Austins Steaks & Saloon,  Inc. and Ameritas Life Insurance
Corp.

THE BOARD RECOMMENDS THE FOREGOING  NOMINEE FOR ELECTION AS A DIRECTOR AND URGES
EACH SHAREHOLDER TO VOTE "FOR" SUCH NOMINEE.  SHARES OF COMMON STOCK REPRESENTED
BY EXECUTED BUT UNMARKED PROXIES WILL BE VOTED "FOR" SUCH NOMINEE.

                         Directors Continuing in Office

                    Terms expiring at the 2000 Annual Meeting

       Michael D. Hays, 44, 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).

       John N.  Nunnelly,  46,  has served as a director  of the  Company  since
December  1997.  Mr.  Nunnelly  has been the Senior Vice  President  and General
Manager for three business units (Amherst  Product Group, the Managed Care Group
and the Springfield  Company Group) of McKessonHBOC,  a leader in the healthcare
information  industry,  since 1988, and has also served  McKessonHBOC in various
other  positions  such as  Regional  Vice  President,  Service  and Sales,  Vice
President of Research and  Development,  Vice President of Business  Development
and most recently, National Vice President of Sales.

                    Term expiring at the 2001 Annual Meeting

       Patrick E. Beans,  41, has served as Vice President,  Treasurer and Chief
Financial  Officer of the Company since August 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.


                                      -2-
<PAGE>


                               BOARD OF DIRECTORS

General

       The  Board has  standing  Audit and  Compensation  Committees.  The Audit
Committee  is  responsible  for  recommending  to the Board the  appointment  of
independent  auditors,  reviewing  and  approving  the scope of the annual audit
activities of the auditors,  approving the audit fee payable to the auditors and
reviewing audit results. John N. Nunnelly (Chairman) and Paul C. Schorr, III are
members of the Audit Committee. The Audit Committee held two meetings in 1998.

       The  Compensation  Committee  reviews  and  recommends  to the  Board the
compensation   structure  for  the  Company's  directors,   officers  and  other
managerial  personnel,   including  salary  rates,  participation  in  incentive
compensation and benefit plans, fringe benefits,  non-cash perquisites and other
forms of compensation,  and administers the National  Research  Corporation 1997
Equity Incentive Plan (the "Equity  Incentive  Plan") and the National  Research
Corporation  Director  Stock Plan (the  "Director  Plan").  Paul C. Schorr,  III
(Chairman) and John N. Nunnelly are members of the Compensation  Committee.  The
Compensation Committee held four meetings in 1998.

       The Board has no standing  nominating  committee.  The Board  selects the
director  nominees to stand for  election at the  Company's  annual  meetings of
shareholders  and to fill  vacancies  occurring  on the  Board.  The Board  will
consider nominees recommended by shareholders, but has no established procedures
which  shareholders must follow to make a recommendation.  The Company's By-Laws
also  provide  for  shareholder   nominations  of  candidates  for  election  as
directors.  These  provisions  require such  nominations  to be made pursuant to
timely  notice (as  specified in the By-Laws) in writing to the Secretary of the
Company.  The  shareholder's  notice must  contain  information  relating to the
nominee  which is  required to be  disclosed  by the  Company's  By-Laws and the
Securities Exchange Act of 1934.

       The Board held six meetings in 1998.  Each  director  attended all of the
meetings  of the Board and all of the  meetings  held by all  committees  of the
Board on which such director served during the year.

Director Compensation

       Directors  who  are  executive   officers  of  the  Company   receive  no
compensation  for service as members of either the Board or committees  thereof.
Directors  who are not  executive  officers  of the  Company  receive  an annual
retainer  of  $10,000  and a fee of $500 for each  committee  meeting  attended.
Additionally,  directors are reimbursed for  out-of-pocket  expenses  associated
with attending meetings of the Board and committees thereof.

       Pursuant to the Director  Plan,  each  director who is not an employee of
the Company  receives an annual  grant of an option to purchase  1,000 shares of
Common  Stock on the date of each annual  meeting of  shareholders.  The options
have an exercise price equal to the fair market value of the Common Stock on the
date of grant and vest one year after the grant date.


                                      -3-
<PAGE>



                             PRINCIPAL SHAREHOLDERS

       The  following  table  sets  forth  certain  information   regarding  the
beneficial  ownership of Common Stock as of March 1, 1999 by: (i) each  director
and  nominee;  (ii)  each  of  the  executive  officers  named  in  the  Summary
Compensation  Table set forth below;  (iii) all of the  directors,  nominees and
executive  officers  (including  the  executive  officers  named in the  Summary
Compensation  Table) as a group;  and (iv) each person or other  entity known by
the  Company to own  beneficially  more than 5% of the Common  Stock.  Except as
otherwise indicated in the footnotes,  each of the holders listed below has sole
voting and investment power over the shares beneficially owned.
<TABLE>
<CAPTION>

                                               Shares of              Percent of
                                              Common Stock           Common Stock
             Name of Beneficial Owner      Beneficially Owned     Beneficially Owned
             ------------------------      ------------------     ------------------
<S>                                            <C>                        <C>  
Michael D. Hays (1).....................       4,877,510                  68.9%
Jona S. Raasch..........................          68,540(2)                *
Patrick E. Beans........................          33,075(3)                *
Paul C. Schorr, III.....................           9,000(4)(5)             *
John N. Nunnelly........................           3,000(5)                *
Sharon Flaherty(6)......................               0                   *
All directors, nominees and executive
officers as a group (6 persons).........       4,991,125(5)               70.5%
- - -----------------------
* Denotes less than 1%.

(1) The address of Michael D. Hays is 1033 "O" Street, Lincoln, Nebraska 68508.

(2) Includes 1,000 shares owed by Ms. Raasch's husband, 1,350 shares held by Ms.
    Raasch as power of  attorney  for her  father  and 100  shares  owned by Ms.
    Raasch's minor children.

(3) Includes 900 shares held by Mr. Beans as custodian for his minor children.

(4) Includes 1,000 shares owned by The Schorr Family  Company,  Inc.,  which Mr.
    Schorr manages, and 7,000 shares owned by Mr. Schorr's wife.

(5) Includes  shares of  Common  Stock  that may be  purchased  under  currently
    exercisable  stock  options,  as follows:  Mr.  Schorr,  1,000  shares;  Mr.
    Nunnelly,  1,000 shares; and all directors,  nominees and executive officers
    as a group, 2,000 shares.

(6) Information regarding beneficial ownership by Ms. Flaherty,  who resigned as
    Vice President - Sales, Marketing and Client Services in June 1998, is as of
    June 26, 1998.
</TABLE>



                                      -4-
<PAGE>



                             EXECUTIVE COMPENSATION

Summary Compensation Information

       The  following  table  sets  forth  certain  information  concerning  the
compensation  earned in each of the last two fiscal years by the Company's Chief
Executive  Officer and each of the Company's four other most highly  compensated
executive officers whose total cash compensation exceeded $100,000 in the fiscal
year ended  December  31,  1998.  The persons  named in the table are  sometimes
referred to herein as the "named executive officers."
<TABLE>
<CAPTION>

                                            Summary Compensation Table

                                                    Annual Compensation                   Long-Term Compensation
                                          -------------------------------------------    ------------------------
                                                       
                                                                                           Awards        Payouts
                                                                                         Securities     Long-Term
                                                                                         Underlying     Incentive
           Name and                                                   Other Annual          Stock     Compensation      All Other
      Principal Position          Year    Salary($)    Bonus($)    Compensation($)(1)    Options(#)    Payouts($)    Compensation($)
      ------------------          ----    ---------    --------    ------------------    ----------   ------------   ---------------

<S>                               <C>      <C>         <C>           <C>                    <C>            <C>         <C>
Michael D. Hays                   1998     $140,000         --            --                   --          --           $1,523(2)
  President and Chief             1997      140,000    $70,000            --                   --          --            1,523
  Executive Officer               1996      140,000     70,000            --                   --          --            1,523

Jona S. Raasch                    1998      115,997     30,000            --                   --          --               --
  Vice President and Chief        1997       72,472    954,737(3)         --                   --          --              906
  Operations Officer              1996       72,472    117,290            --                   --          --            1,167

Patrick E. Beans                  1998       98,853     22,500            --                   --          --               --
  Vice President, Treasurer       1997       72,472    954,737(3)         --                   --          --              906
  and Chief Financial Officer     1996       72,472    117,290            --                   --          --            1,167

Sharon Flaherty                   1998       74,375         --            --                   --          --          280,737(5)
  Vice President-Sales,           1997      136,230    142,284       $63,932                6,666          --            2,713
  Marketing and Client            1996        5,833         --         2,443                   --          --               --
  Services(4)
- - -----------

(1)    Certain personal  benefits provided by the Company to the named executive
       officers  are not  included in the table.  The  aggregate  amount of such
       personal benefits for each named executive officer in each year reflected
       in the table did not  exceed  the  lesser of $50,000 or 10% of the sum of
       such officer's salary and bonus in each respective  year,  except for Ms.
       Flaherty  who in 1997 and 1996  received  benefits of $63,932 and $2,443,
       respectively, for relocation and moving expenses paid by the Company.

(2)    Premiums for disability  insurance paid by the Company for the benefit of
       Mr. Hays.

(3)    Includes an $870,000  special  cash bonus  awarded in 1997 in  connection
       with the  initial  public  offering  of the  Common  Stock  and  prior to
       termination  of the Company's S Corporation  status to allow the purchase
       of shares of Common Stock.

(4)    Ms.  Flaherty  resigned as Vice  President - Sales,  Marketing and Client
       Services in June 1998.

(5)    An aggregate of $280,737 was paid to Ms.  Flaherty  during 1998 under her
       separation agreement. See "Agreements with Named Executive Officers."
</TABLE>


                                      -5-
<PAGE>

Stock Options

       The Company  has in effect the Equity  Incentive  Plan  pursuant to which
options to purchase  Common  Stock may be granted to  employees  of the Company,
including  officers  and  employee-directors.  No named  executive  officer  was
granted  options  in 1998 or holds any  options to  acquire  Common  Stock as of
December 31, 1998.

Agreements with Named Executive Officers

       On July 15,  1994,  the  Company  set forth the terms and  conditions  of
Patrick E.  Beans'  employment  with the  Company in an  employment  memorandum.
Pursuant to this  memorandum,  Mr. Beans is entitled to an annual base salary of
at least $70,000 and is entitled to participate in the Company's incentive plan,
the National Research Corporation 401(k) Savings Plan and a stock option pool or
similar  benefit  plan  (currently  the  Equity  Incentive  Plan).   Under  this
memorandum,  the  Company  agreed to  employ  Mr.  Beans as its Chief  Financial
Officer.

       In June 1998,  the Company  entered into a separation  agreement with Ms.
Flaherty,  the  Company's  former  Vice  President-Sales,  Marketing  and Client
Services.  Pursuant to the terms of this agreement,  Ms. Flaherty  resigned from
all positions  with the Company as of June 11, 1998.  The Company  agreed to (i)
pay Ms.  Flaherty  $280,737 in a lump sum and (ii)  reimburse  Ms.  Flaherty for
amounts not to exceed $3,500 for the cost of  outplacement  services.  Under her
separation agreement and under her former employment agreement with the Company,
Ms. Flaherty agreed not to compete with the Company during the period  beginning
on her  resignation  date and ending November 30, 1999. Ms. Flaherty also agreed
to keep confidential certain proprietary information after her resignation.

Report on Executive Compensation

       The  Compensation  Committee of the Board of Directors is responsible for
all  aspects of the  Company's  compensation  package  offered to its  corporate
officers,  including the named  executive  officers.  The  following  report was
prepared by members of the Compensation Committee.

       The  Company's  executive  compensation  program is designed to promote a
strong,   direct  relationship  between  performance  (on  both  a  Company  and
individual  level) and  compensation  and to base  compensation on the Company's
quarterly,  annual and long-term  performance  goals by rewarding  above-average
corporate performance and recognizing individual initiative and achievement. The
Company has developed an overall compensation strategy and specific compensation
plans that are intended to be an effective  tool for  fostering  the creation of
shareholder value and the execution of the Company's  business plan. The overall
objectives  of  this  strategy  are to  make  executive  compensation  generally
competitive,  with a substantial  portion of such  compensation  contingent upon
Company and individual  performance,  and to encourage  equity  ownership by the
Company's  executive  officers so that their  interests are closely aligned with
the interests of shareholders.

       During 1996, the Company  retained a  nationally-recognized  compensation
consultant to advise it with respect to compensation  issues.  The first step in
the overall review of executive  compensation  was an analysis of the duties and
responsibilities  of  each  Company  executive.   Subsequently,   the  Company's
consultant  compared the  compensation  for each Company  executive with general
market data for individuals with comparable job responsibilities.  The Company's
consultant  summarized its  conclusions on Company  executive  compensation in a
report finalized in late 1997. The results of this



                                      -6-
<PAGE>

study have  provided,  and will  continue to provide in 1999,  the framework for
determining compensation for executives of the Company.

       The key elements of the Company's executive  compensation program consist
of base salary,  annual bonus and stock options,  which,  based on the Company's
consultant's  recommendations,  approximate 50%, 25% and 25%,  respectively,  of
aggregate  compensation.  A general description of the elements of the Company's
compensation  program,  including the bases for the compensation  awarded to the
Company's Chief Executive Officer for 1998, are discussed below.

       Base Salary.  Base  salaries are initially  determined by evaluating  the
responsibilities  of the  position,  the  experience  and  contributions  of the
individual  and  the  salaries  for  comparable  positions  in  the  competitive
marketplace.  Base  salary  levels  for the  Company's  executive  officers  are
generally  positioned at the midpoint of the range for  comparable  positions in
companies of similar size offering similar services.  While the Company believes
it offers competitive base salaries, the Company attempts to keep executive base
salary increases as low as possible in order to limit the Company's  exposure if
performance  targets are not met.  The base  salary paid to one named  executive
officer,  Mr. Beans, is also based on his employment agreement with the Company.
See above under "--Agreements with Named Executive Officers."

       Annual Bonus.  The Company's  executive  officers are eligible for annual
cash bonus awards under the Company's incentive compensation program. Under this
program,  Company and individual  performance  objectives are established at the
beginning of each year. Company performance  objectives are based on the Company
obtaining certain levels of net profits.  Individual  performance objectives are
oriented  to  long-term  objectives  of  the  Company,  with  stated  goals  and
activities to achieve those objectives specified for each individual.

       Stock  Options.  The Equity  Incentive  Plan is designed to encourage and
create  ownership of Common Stock by key executives,  thereby  promoting a close
identity of interests between the Company's management and its shareholders. The
Equity  Incentive  Plan is  designed  to  motivate  and  reward  executives  for
long-term  strategic  management and the enhancement of shareholder  value.  The
Compensation  Committee has determined that stock option grants to the Company's
employees,  including key executive officers,  are consistent with the Company's
best interest and the Company's overall compensation program.

       Stock  options  are granted  with an  exercise  price equal to the market
value of the Common Stock on the date of grant.  Vesting  schedules are designed
to encourage the creation of shareholder value over the long-term since the full
benefit of the  compensation  package  cannot be  realized  unless  stock  price
appreciation  occurs  over a number of years and the  executive  remains  in the
Company's employ.

       No named  executive  officer was granted stock options  during 1998.  The
Compensation  Committee intends to grant stock options to key executive officers
in 1999 based upon individual performance criteria.

       Chief Executive  Officer  Compensation.  During 1998, the Company's Chief
Executive  Officer,  Michael  D.  Hays,  was paid a salary of  $140,000  and was
awarded a bonus of $35,000, which Mr. Hays waived based upon the Company's stock
price  performance.  In  evaluating  Mr.  Hays'  performance  during  1998,  the
Compensation  Committee considered the Company's overall financial  performance,
and the achievement of long-term objectives of the Company.


                                      -7-
<PAGE>


       Section  162 (m)  Limitation.  The  Company  anticipates  that  all  1999
compensation to executives will be fully  deductible under Section 162(m) of the
Internal  Revenue Code.  Therefore,  the Company  determined  that a policy with
respect to qualifying  compensation paid to executive officers for deductibility
is not necessary.

                          NATIONAL RESEARCH CORPORATION
                             COMPENSATION COMMITTEE

                          Paul C. Schorr, III, Chairman
                                John N. Nunnelly

                             PERFORMANCE INFORMATION

       The following graph compares on a cumulative  basis changes since October
10, 1997 (the date on which the Common Stock was first  publicly  traded) in (a)
the total  shareholder  return on the Common  Stock with (b) the total return on
the Nasdaq  Stock  Market  (U.S.)  Index and (c) the total return on the Russell
2000 Index.  Such changes have been  measured by dividing (a) the sum of (i) the
amount of dividends for the measurement period,  assuming dividend reinvestment,
and  (ii) the  difference  between  the  price  per  share at the end of and the
beginning of the measurement period, by (b) the price per share at the beginning
of the  measurement  period.  The graph assumes $100 was invested on October 10,
1997 in Common Stock,  the Nasdaq Stock Market (U.S.) Index and the Russell 2000
Index.

       The   Russell   2000  Index  is  an  index  of   companies   with  market
capitalizations  similar to the  Company.  The Company has  selected  this index
because, at this time, the Company does not believe it can reasonably identify a
peer group for comparison.  The Company believes that an index of companies with
similar market  capitalizations  provides a reasonable basis for comparing total
shareholder returns.


                                [GRAPH OMITTED]

- - --------------------------------------------------------------------------------
                                    October 10,   December 31,  December 31,
                                        1997          1997          1998
- - --------------------------------------------------------------------------------
- - --------------------------------------------------------------------------------
NATIONAL RESEARCH CORPORATION          $100           $44.17        $31.68
- - --------------------------------------------------------------------------------
- - --------------------------------------------------------------------------------
NASDAQ STOCK MARKET (U.S.) INDEX        100            93.78        131.82
- - --------------------------------------------------------------------------------
- - --------------------------------------------------------------------------------
RUSSELL 2000 INDEX                      100            96.65         96.02
- - --------------------------------------------------------------------------------

                                      -8-
<PAGE>

             SECTION 16(a) BENEFICIAL OWNERSHIP REPORTING COMPLIANCE

       Section  16(a)  of the  Securities  Exchange  Act of  1934  requires  the
Company's  directors and  executive  officers to file reports  concerning  their
ownership  of  Company  equity  securities  with  the  Securities  and  Exchange
Commission  and the  Company.  Based  solely  upon  information  provided to the
Company by individual  directors and executive  officers,  the Company  believes
that during the fiscal year ended  December  31, 1998 all of its  directors  and
executive officers complied with the Section 16(a) filing requirements.

                                  MISCELLANEOUS

Independent Auditors

       KPMG Peat Marwick LLP acted as the  independent  auditors for the Company
in 1998 and it is anticipated that such firm will be similarly  appointed to act
in 1999.  Representatives of KPMG Peat Marwick LLP are expected to be present at
the Annual  Meeting with the  opportunity to make a statement if they so desire.
Such representatives are also expected to be available to respond to appropriate
questions.

Shareholder Proposals

       Proposals which shareholders of the Company intend to present at and have
included in the Company's proxy  statement for the 2000 annual meeting  pursuant
to Rule 14a-8  under the  Securities  Exchange  Act of 1934,  as amended  ("Rule
14a-8"),  must be  received  by the Company by the close of business on November
20, 1999. In addition,  a shareholder who otherwise  intends to present business
at the 2000  annual  meeting  (including,  nominating  persons  for  election as
directors) must comply with the requirements set forth in the Company's By-Laws.
Among other things,  to bring business before an annual  meeting,  a shareholder
must give written notice thereof,  complying with the By-Laws,  to the Secretary
of the  Company  not less  than 60 days and not more  than 90 days  prior to the
second  Wednesday in the month of April  (subject to certain  exceptions  if the
annual  meeting  is  advanced  or delayed a certain  number of days).  Under the
By-Laws,  if the  Company  does not  receive  notice of a  shareholder  proposal
submitted  otherwise than pursuant to Rule 14a-8 (i.e.,  proposals  shareholders
intend to present at the 2000 annual meeting but do not intend to include in the
Company's proxy statement for such meeting) prior to February 12, 2000, then the
notice  will be  considered  untimely  and the  Company  will not be required to
present  such  proposal at the 2000 annual  meeting.  If the Board of  Directors
chooses to present such  proposal at the 2000 annual  meeting,  then the persons
named in proxies solicited by the Board of Directors for the 2000 annual meeting
may exercise discretionary voting power with respect to such proposal.




                                      -9-
<PAGE>



Other Matters

       The cost of soliciting proxies will be borne by the Company.  In addition
to  soliciting  proxies by mail,  proxies  may be  solicited  personally  and by
telephone by certain officers and regular employees of the Company.  The Company
will  reimburse  brokers and other  nominees  for their  reasonable  expenses in
communicating with the persons for whom they hold Common Stock.

                                        By Order of the Board of Directors
                                        NATIONAL RESEARCH CORPORATION


                                        Patrick E. Beans
                                        Secretary


March 19, 1999


                                      -10-
<PAGE>


                          NATIONAL RESEARCH CORPORATION
                       1999 ANNUAL MEETING OF SHAREHOLDERS
           This Proxy is Solicited on Behalf of the Board of Directors


The undersigned  hereby appoints  Michael D. Hays and Patrick E. Beans, and each
of them,  as Proxies with the power of  substitution  (to act jointly or if only
one acts then by that one) and hereby  authorizes  them to represent and to vote
as  designated  below all of the  shares of Common  Stock of  National  Research
Corporation  held of record by the  undersigned  on March 1, 1999, at the annual
meeting of  shareholders  to be held on April 14, 1999,  or any  adjournment  or
postponement thereof.

This proxy when properly executed will be voted in the manner directed herein by
the undersigned  shareholder.  If no direction is made, this proxy will be voted
"FOR" the election of the Board's nominee.








     PLEASE DETACH BELOW, SIGN, DATE AND RETURN USING THE ENVELOPE PROVIDED

 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 



                                      
<PAGE>





                NATIONAL RESEARCH CORPORATION 1999 ANNUAL MEETING

1.  ELECTION OF DIRECTOR:                             1 - Paul C. Schorr, III   
    (Term expiring at the 2002 Annual Meeting)                                  
                                                                                

|_|  FOR the nominee listed        |_|  WITHHOLD AUTHORITY to vote for  
      to the left (except as             the nominee listed to the left.
      specified below).                                                 

(Instructions:  To withhold  authority       -----------------------------------
to  vote  for any  indicated  nominee,  ->                                      
write the number(s) of the  nominee(s)                                          
in the box provided to the right.)           -----------------------------------
                                                                                
                                        
             
2. IN THEIR  DISCRETION,  THE  PROXIES  ARE  AUTHORIZED  TO VOTE UPON SUCH OTHER
BUSINESS AS MAY PROPERLY COME BEFORE THE MEETING.

Check appropriate box          
Indicate changes below:
Address Change?  |_|         Name Change?  |_|    [ ]Please check this box if 
                                                     you plan to  attend  the 
                                                     Annual  Meeting.  Number 
                                                     of  persons   attending: 
                                                     _____.                   
                                                                    
 
               Date ___________________, 1999     
                                                  
                                                  
                                                                                
                                                        NO. OF SHARES           
                                          --------------------------------------
                                                                          
                                                                          
                                                                                
                                          --------------------------------------

                                          Signature(s) in Box
                                          Please  sign  exactly as name  appears
                                          hereon.  When shares are held by joint
                                          tenants,   both  should   sign.   When
                                          signing   as    attorney,    executor,
                                          administrator,  trustee  or  guardian,
                                          please  give full title as such.  If a
                                          corporation,   please   sign  in  full
                                          corporate  name by  President or other
                                          authorized  officer. If a partnership,
                                          please  sign  in  partnership  name by
                                          authorized person.
         


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