UNITED STATES
SECURITIES AND EXCHANGE COMMISSION
Washington, D.C.  20549

FORM 10-K
[X]xANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934

For the fiscal year ended December 31, 2009
or
For the fiscal year ended December 31, 2007

or

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

For the transition period from _______________ to _______________

For the transition period from _______________ to _______________
Commission file number:  0-29466

National Research Corporation

(Exact name of registrant as specified in its charter)

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.)

1245 Q 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:

Title of Class

Common Stock, $.001 par value

Title of ClassName of Each Exchange on Which Registered
Common Stock, $.001 par valueThe NASDAQ Global Market
Securities registered pursuant to Section 12(g) of the Act:  None

Indicate by check mark if the registrant is a well-known seasoned issuer, as defined in Rule 405 of the Securities Act.
Yes  [   ] ¨ No  |X|

x

Indicate by check mark if the registrant is not required to file reports pursuant to Section 13 or Section 15(d) of the Act.
Yes  [  ] ¨ No  |X|

x

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 whether the registrant has submitted electronically and  posted on  its corporate Web site, if any, every Interactive Data File required to be submitted and posted pursuant to Rule 405 of Regulation S-T during the preceding 12 months (or for such shorter period that the registrant was required to submit and post such files).  [Registrant is not yet required to provide financial disclosure in an Interactive Data File Format.]

  Yes   ¨ 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.  [   ]

¨

Indicate by check mark whether the registrant is a large accelerated filer, an accelerated filer, a non-accelerated filer or a smaller reporting company.  See the definitions of “large accelerated filer,” “accelerated filer” and “smaller reporting company” in Rule 12b-2 of the Exchange Act.

Large accelerated filer [   ]Accelerated filer [   ]
Non-accelerated filer |X|Smaller reporting Company [   ]

Large accelerated filer ¨  Accelerated filer  ¨  Non-accelerated filer x  Smaller reporting company  ¨
Indicate by check mark whether the registrant is a shell company (as defined in Rule 12b-2 of the Act.)
Yes  [   ]¨    No  |X|

x

Aggregate market value of the voting stock held by nonaffiliates of the registrant at June 30, 2007: $54,943,258.

2009:  $42,810,239.

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 March 10, 2007: 6,743,08130, 2010: 6,657,600 shares

DOCUMENTS INCORPORATED BY REFERENCE

Portions of the Proxy Statement for the 20082010 Annual Meeting of Shareholders are incorporated by reference into Part III.




TABLE OF CONTENTS

Page
PART I

Item 1.Business1
Item 1A.Risk Factors6
Item 1B.Unresolved Staff Comments11
Item 2.Properties11
Item 3.Legal Proceedings11
Item 4.Submission of Matters to a Vote of Security Holders11 

PART II

PART II
Item 5.Market for Registrant’s Common Equity, Related Stockholder Matters12 
and Issuer Purchases of Equity Securities12
Item 6.Selected Financial Data14
Item 7.Management’s Discussion and Analysis of Financial Condition15 
and Results of Operations15
Item 7A.Quantitative and Qualitative Disclosure About Market Risk22
Item 8.Financial Statements and Supplementary Data23
Item 9.Changes in and Disagreements with Accountants on Accounting43 
and Financial Disclosure44
Item 9A.Controls and Procedures43 44
Item 9B.Other Information44 45

PART III

PART III
Item 10.Directors and Executive Officers of the Registrant45 46
Item 11.Executive Compensation45 46
Item 12.Security Ownership of Certain Beneficial Owners and Management45 
and Related Stockholder Matters46
Item 13.Certain Relationships and Related Transactions46 47
Item 14.Principal Accountant Fees and Services46 47

PART IV

PART IV
Item 15.Exhibits and Financial Statement Schedules47 48
Signatures48 51

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i


PART I

Item 1.Business

Item 1.Business

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 includesstatements include 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 factors set forth in “Risk Factors.”  Shareholders, potential investors, and other readers are urged to consider these and other 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.

General

National Research Corporation (“NRC” or the “Company”) believes it is a leading provider of ongoing survey-based performance measurement, improvement services and governance education to the healthcare industry in the United States and Canada.  The Company believes it has achieved this leadership position based on 2729 years of industry experience and its relationships with many of the industry’s largest payers and providers.  The Company addresses the growing needs of healthcare providers and payers to measure the care outcomes, specifically experience and health status, of their patients, and/residents or members.  NRC develops tools that enable healthcare organizations to obtain performance measurement information necessary to comply with industry and regulatory standards, and to improve their business practices so that they can maximize new memberresident and/or patient attraction, experience, member retention and profitability.

Since its founding 2729 years ago in 1981 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’s primary types of information services are renewable performance tracking and improvement services, custom research, subscription-based governance information and educational services, and a renewable syndicated service.

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.  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.


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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 developing tools designed to enable its clients to collect, in an unobtrusive manner, a substantial amount of comparative performance information in order to analyze and improve their practices to maximize new memberresident and/or patient attraction, experience, member retention and profitability.  NRC’s performance assessments offer a tangible measurement of health service quality of the type currently demanded by consumers, employers, industry accreditation organizations and lawmakers.

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The Company’s solutions are designed to respond to managed care’s redefined relationships among consumers, employers, payers and providers.  Instead of relying exclusively on static, mass producedmass-produced questionnaires, NRC utilizes a dynamic data collection process to create a personalized questionnaire which evaluates service issues specific to each respondent’s 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 assesses core service factors relevant to all healthcare respondent groups (patients, members, employers, employees, physicians, residents, families, etc.) and to all service points of a healthcare system (inpatient, emergency room, outpatient, home health, rehabilitation, behavioral health, long-term care, hospice, assisted living, dental, etc.).

NRC offers renewable performance tracking and improvement services, custom research, subscription-based educational services, and a renewable syndicated service, the NRC Healthcare Market Guide™ (“Market Guide”).service.  The Company has renewable performance tracking tools, including those produced and delivered under ourits NRC Picker trade name and My InnerView, Inc. (“MIV”), for gathering and analyzing data from survey respondents on an ongoing basis with comparisons over time.  These performance tracking tools may be coupled with the Company’s improvement tool, eToolKit,tools to help clients not only measure performance, but know where to focus with ideas and solutions for making improvements.  The Company has the capacity to measure performance beyond the enterprise-wide level.  It 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 educationalimprovement services of NRC Picker provide a way of bridging the gap between measurement and improvement.  Additional offerings under ourthe Company’s Payer Solutions’sSolutions division include functional disease-specific and health status measurement tools.
Through its division known as The Governance Institute (“TGI”), NRC offers subscription-based governance information and educational conferences designed to improve the effectiveness of hospital and healthcare systems by continually strengthening their boards, medical leadership, and management performance in the United States.  TGI conducts timely conferences, produces publications, videos, white papers and research studies, and tracks industry trends showcasing the best practices of healthcare boards across the country.
The syndicated NRC Healthcare Market Guide (“Ticker”), 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.

Through its division known as The Governance Institute (“TGI”), NRC also offers subscription-based governance information and educational conferences designed to improve the effectiveness of hospital and health care systems by continually strengthening their healthcare boards, medical leadership, and management performance in the United States. TGI conducts timely conferences, produces publications, videos, white papers, and research studies, and tracks industry trends showcasing the best practices of healthcare boards across the country.

Growth Strategy

The Company believes that it can continue to grow through (1) expanding the depth and breadth of its current clients’ performance tracking services programs, since healthcare organizations are increasingly interested in gathering performance information at deeper levels of their organizations and from more of their constituencies, (2) increasing the cross-selling of its complementary services, including subscription-based governance information, (3) adding new clients through penetrating the sizeable portion of the healthcare industry which is not yet conducting performance assessments beyond the enterprise-wide level or is not yet outsourcing this function, and (4) pursuing acquisitions of, or investments in, firms providing products, services or technologies which complement those of the Company.

On May 30, 2006, the Company acquired substantially all of the assets of TGI Group, LLC, operating as TGI. TGI provides board members, executive management and physician leaders of hospitals and health systems with knowledge and solutions to successfully confront a wide array of strategic issues. The purchase price for TGI was $19.8 million in cash, plus the assumption of certain liabilities.


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Information Services

The Qualisys System (“Qualisys”) is


Product Offerings
NRC’s data collection process which provides ongoing, renewable performance tracking and is the platform of the Company’s online tools.  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 method of mail, and/telephone, or telephone-basedinternet-based data collection, this assessment process monitors the patient’s or stakeholder’s experience across healthcare respondent groups (patients, members, employers, employees, physicians, resident, family, etc.) and service settings (inpatient, emergency room, outpatient, long-term care etc.).  Rather than be limited to only static, mass-produced questionnaires which provide limited flexibility and performance insights, NRC’s proprietary software generates individualized questionnaires, including personalization such as patient name, treating caregiver name, encounter date and, in some cases, the services received.  This personalization enhancesTo enhance the response rates and the relevance of performance data and to be flexible and responsive to healthcare organizations’ changing information needs, NRC creates personalized questionnaires which evaluate service issues specific to each respondent’s healthcare experience and includes questions which address core service factors throughout a healthcare organization.

Unlike some of its competitors, which use multiple questionnaires often sent to the same respondents, the Company gathers data through one questionnaire, the contents of which are selected from the Company’s library of questions after a client’s needs are determined.  As a result, the Company’s renewable performance tracking programs and data collection processes (1) realize higher response rates, obtain data more efficiently, and thereby provide healthcare organizations with more feedback, (2) eliminate over surveyingover-surveying (where one respondent receives multiple surveys), and (3) allow healthcare organizations to adapt questionnaire content to address management objectives and to assess quality improvement programs or other timely marketplace issues.

The Company recognizes that performance programs must do more than just measure the experiences; they must measure and facilitate improvement.  The Company offers solutions designed to effectively measure and improve the most important aspects of the patient’s or stakeholder’s experience.  By combining the measurement and improvement technology of Qualisys with the philosophy and family of surveys of the Picker Institute, eToolKit is designed to allow clients to actually act on their research results and attain improvement in the care delivery process. The Company has developed online improvement tools including a one-page reporting format called Action Plan, which provides a basis on which improvements can be made. NRC Action Plans show healthcare organizations which service factors impact their customer group’s value, which have the greatest impact on satisfaction levels and how their performance in relationship to these key indicators changes over time. The Company has also developed online access to performance results, which the Company believes provides NRC’s clients the fastest and easiest way to access measurement results. NRC’s exclusiveproprietary web-based electronic delivery system, eReports, providessystems provide clients the ability to review results and reports online, independently analyze data, query data sets, customize a number of reports and distribute reports electronically.

The Company has developed NRC Picker subscription-based educational services asonline improvement tools, including a way of bridgingone-page report which provides a basis on which improvements can be made, shows healthcare organizations which service factors impact their customer group’s value and which have the gap between measurementgreatest impact on satisfaction levels, and improvement of patient-centered care. These products consist of the Symposium and the Patient-Centered Care Institute. The Symposium is an annual event which is dedicatedhow their performance in relationship to the improvement of the patient experience. Patient-Centered Care Institute is a membership-based product that enables members to participate in calls with industry experts, have access to experts, participate in monthly presentations and receive monthly journals or white papers, all of which focus on topics of improvement of the patient experience.

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Market Guidethese key indicators changes over time.

Ticker serves as a stand-alone market information and competitive intelligence source, as well as a comparative performance database.  Published by NRC annually, Market GuideTicker is the largest consumer-based assessment of consumers’ perceptions of, and satisfaction with, hospitals and health plans and physician medical caresystems in more than 300 markets across the healthcare industrycountry, representing the views of one in every 600more than 267,000 households across nearly every county in the continental United States.  Market GuideTicker provides name-specific performance information on 3,000comprehensive assessments, including consumer quality perceptions, product-line preferences, service use and visit satisfaction for more than 3,200 hospitals and 800 health plans nationwide.systems.  More than 250200 data items relevant to healthcare payers, providers and purchasers are reported in the Market Guide,Ticker, including hospital quality and image ratings, product line preferences, hospital selection factors, health plan market share, household preventative health behaviors, presence of chronic conditions, and contemporary issues such as healthcare internet utilization.  Clients can purchase customized versions specific to their local service areas, with the ability to benchmark performance results to over 200300 metro areas, 48 states or nationally.  Market GuideTicker is delivered to clients via NRC’sTicker’s exclusive web-based electronic delivery system, which features easy to use graphs, charts and various report formats for multiple users within the client’s organization.  Another feature of the web-based system is a national name search which is designed to allow 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.  Clients who have renewed for multiple years of the study may utilize the system’s trending capability which details how the performance of the healthcare organization changes over time.  The proprietary Market GuideTicker data results are also used to produce reports which are customized to meet the specific information needs of existing clients, as well as new healthcare markets beyond the Company’s traditional client base.


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Through TGI, the Company offers subscription-based membership services.  The information and education services are provided for the boards of directors and medical leadership of hospital and health carehealthcare systems. These services are sold and delivered in the form of a twelve-month subscription membership and include accredited leadership conference and educational programs, customized research reports, board advisory services, videos, books, policy guidelines, board self-assessment tools, white papers, newsletters, and fax surveys.  The Company’s leadership conferences are available to all prospective members by paying the applicable conference fee.  The Company also sells publications, periodicals, reference books, and associated videos through its resource catalog.


The Company’s MIV division is a leading provider of quality and performance improvement solutions to the senior care profession.  MIV offers resident, family and employee satisfaction measurement and improvement products to the long-term care, assisted and independent living markets in the United States.  MIV works with over 8,000 senior-care providers throughout the United States, housing what the Company believes is the largest dataset of senior-care satisfaction metrics in the nation.
Clients

The Company’s ten largest clients accounted for 29%14%, 32%24%, and 40%29% of the Company’s total revenuesrevenue in 2009, 2008 and 2007, 2006 and 2005, respectively.  The U.S. Department of Veterans Affairs accounted forApproximately 8%, 8%, and 11% of total revenues in 2007, 2006 and 2005, respectively. Approximately 9%, 8% and 11% of the Company’s revenues wererevenue was derived from foreign customers in 2009, 2008, and 2007, 2006 and 2005, respectively.

Sales and Marketing

The Company generates the majority of its revenuesrevenue from client renewals, supplemented by its internal marketing efforts and a direct sales force.  Sales associates direct NRC’s sales efforts from Nebraska, Wisconsin and California in the United States, and from Toronto in Canada.  As compared to the typical industry practice of compensating sales people 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 qualitytop-quality sales associates.

Numerous marketing

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.campaigns and public relations programs.  NRC uses this lead generation mechanismmechanisms to track the effectiveness of marketing efforts and add generated leads to its database of current and potential client contacts.  Finally, the Company’s public relations program includes (1) an ongoing presence in leading industry trade press and in the mainstream press, (2) public speaking at strategic industry conferences, (3) fostering relationships with key industry constituencies and (4) the annual Consumer Choice Award program recognizing top-ranking hospitals in more than 200250 markets.

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The Company’s integrated marketing activities facilitate its ongoing receipt of project requests-for-proposals, as well as direct sales force initiated prospect contacts.  The sales process typically spans a 120-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.  The subscription-based services typically have a shorter sales cycle.


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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’s main competitors among such specialty firms are Press Ganey, which NRC believes has revenuesrevenue that areis significantly larger than the Company’s revenues,revenue, and three or four other companies whowhich NRC believes have revenuesrevenue smaller than our revenues.the Company’s revenue.  The Company, to a certain degree, currently competes with, and anticipates that in the future it may increasingly compete with, (1) traditional market research firms which are significant providers of survey-based, general market research and (2) 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 dateto-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 products, accredited leadership conferences, educational programs, comparative performance database, and 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 depends in part upon its data collection processes, 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 patents.  Consequently, it relies on a combination of copyright and trade secret laws and employeeassociate nondisclosure agreements to protect its systems, survey instruments 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 or whether the Company is ultimately successful in defending against such claims.

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Associates

As of December 31, 2007,2009, the Company employed a total of 192260 persons on a full-time basis.  In addition, as of such date, the Company had 9142 part-time associates primarily in its survey operations, representing approximately 6020 full-time equivalent associates.  None of the Company’s associates are represented by a collective bargaining unit.  The Company considers its relationship with its associates to be good.


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Executive Officers of the Registrant

The following table sets forth certain information as of March 1, 2008,2010, regarding the executive officers of the Company:

NameAgeAgePosition

Michael D. Hays5355President, Chief Executive Officer and Director

Joseph W. Carmichael
44President and Director

Jona S. Raasch
49President of The Governance Institute, a division
of National Research Corporation

Patrick E. Beans
5052Vice President, Treasurer, Chief Financial Officer,
Secretary and Director

Michael D. Hays has served as Chief Executive Officer and a director since he founded the Company in 1981.  He was appointed to the additional role of President of the Company in July 2008, a position in which he also served as President sincefrom 1981 to 2004.  Prior to founding the Company, through August 2004. 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).

Joseph W. Carmichael has served as President since August 2004, and as a director since 2006. Prior to August 2004, Mr. Carmichael held various positions with the Company since April 1983, most recently as Senior Vice President from May 2002 to August 2004.

Jona S. Raasch has served as President of The Governance Institute, a division of National Research Corporation, since May 2006. Prior to May 2006, Ms. Raasch held various positions with the Company since September 1988, most recently as Vice President and Chief Operations Officer from September 1997 to May 2006. Prior to joining the Company, Ms. Raasch held various positions with A.C. Nielsen Corporation.

Patrick E. Beans has served as Vice President, Treasurer, Chief Financial Officer, and Secretary and a director since 1997.  He has served 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.

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 1A.Risk Factors

Item 1A.Risk Factors

You should carefully consider each of the risks described below, together with all of the other information contained in this Annual Report on Form 10-K, before making an investment decision with respect to our securities.  If any of the following risks develop into actual events, our business, financial condition or results of operations could be materially and adversely affected and you may lose all or part of your investment.

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We rely on a limited number of key clients, and a loss of one or more of these key clients will adversely affect our operating results.

We rely on a limited number of key clients for a substantial portion of our revenues. The Company’s ten largest clients accounted for 29%, 32%, and 40% of the Company’s total revenues in 2007, 2006 and 2005, respectively. The U.S. Department of Veterans Affairs accounted for 8%, 8% and 11% of total revenues in 2007, 2006 and 2005, respectively.

We cannot assure you that we will maintain our existing client base, maintain or increase the level of revenue or profits generated by our existing clients, or be able to attract new clients. Furthermore, the healthcare industry continues to undergo consolidation and we cannot assure you that such consolidation will not cause us to lose clients. The loss of one or more of our large clients or a significant reduction in business from such clients, regardless of the reason, will have a negative effect on our revenues and a corresponding effect on our operating and net income. See “Risk Factors — Because our clients are concentrated in the healthcare industry, we may be adversely affected by a business downturn or consolidation with respect to the healthcare industry.”

We depend on performance tracking contract renewals for a large share of our revenuesrevenue and our operating results could be adversely affected.

We expect that a substantial portion of our revenuesrevenue for the foreseeable future will continue to be derived from written and oral contracts for renewable performance tracking services.  Substantially all contracts for such written contractsservices are renewable annually at the option of our clients, although a client generally has no minimum purchase commitment under a contract and the contracts are generally cancelable on short or no notice without penalty.  To the extent that clients fail to renew or defer their renewals from the quarter we anticipate, our quarterly results may be materially adversely affected.  Our ability to secure renewals depends on, among other things, our ability to gather and analyze performance data in a consistent, high-quality, and timely fashion.  In addition, the performance tracking and market research activities of our clients are affected by accreditation requirements, enrollment in managed care plans, the level of use of satisfaction measures in healthcare organizations’ overall management and compensation programs, the size of operating budgets, clients’ operating performance, industry and economic conditions, and changes in management or ownership.  As these factors are beyond our control, we cannot assure you that we will be able to maintain our renewal rates.  Any material decline in renewal rates from existing levels would have an adverse effect on our revenuesrevenue and a corresponding effect on our operating and net income.


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Our operating results may fluctuate on a quarterly basis and this may cause our stock price to decline.

Our operating results have fluctuated from period to period in the past and will likely fluctuate significantly in the future due to various factors.  There has historically been and we expect that there will continue to be, fluctuation in our financial results related to the Market Guide,Ticker, a stand-alone market information intelligence source and comparative performance database.  We recognizeIn the future, we expect such fluctuations will continue, but to a lesser degree.  Until May 2008, Ticker was deliverable on an annual basis, and historically we recognized revenue when the Market Guides areit was delivered to the principal customers pursuant to their contracts, typically in the third quarter of the year.  Substantially all of the related costs arewere deferred and subsequently charged to direct expenses contemporaneously with the recognition of the revenue.  Starting in May 2008, the Company began providing Ticker subscription-based services to clients on a monthly basis generally over a twelve-month period.  Accordingly, we now recognize much of the Ticker revenue ratably over a twelve-month period and, since October of 2008, all of the related costs are expensed in the month they are incurred.  We will continue to have some annual sales which could increase fluctuation of operating results in the third quarter.  A delay in completing and delivering the Market Guide in a given year,Ticker, the timing of which is dependent upon our ability to access a third-party’s respondent panel on a timely basis, could delay recognition of such revenuesrevenue and expenses which could materially affect operating results for the interimaffected periods.  We generate additional revenuesrevenue from incidental customers subsequent to the completion of each monthly edition.  RevenuesRevenue and costs for these subsequent services are recognized as the services are performed and completed. 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.

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In addition, our overall operating results may fluctuate as a result of a variety of other factors, including the size and timing of orders from clients, client demand for our services (which, in turn, is affected by factors such as accreditation requirements, enrollment in managed care plans, operating budgets and clients’ operating performance), the hiring and training of additional staff, postal rate changes, and industry and general economic conditions.  Because a significant portion of our overhead, particularly some costs associated with owning and occupying our building and full-time personnel expenses, is fixed in the short-term, our results of operations may be materially adversely affected in any particular quarter if revenues fallrevenue falls below our expectations.  These factors, among others, make it possible that in some future quarter our operating results may be below the expectations of securities analysts and investors which would have a material adverse effect on the market price of our common stock.

We operate in a highly competitive market and we could experience increased price pressure and expenses as a result.

The healthcare information and market research industry is highly competitive.  We compete both with healthcare organizations’ internal marketing, market research and/or quality improvement departments that create their own performance measurement tools, and with relatively small specialty research firms that provide survey-based healthcare market research and/or performance assessment.  Our main competitors among such specialty firms are Press Ganey, Associates, which we believe has revenuesrevenue that areis significantly larger than our revenues,revenue, and three or four other companies that we believe have revenuesrevenue that areis smaller than our revenues.revenue.  We, to a certain degree, currently compete with, and we anticipate that in the future we may increasingly compete with, traditional market research firms that are significant providers of survey-based, general market research and firms that 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 dateto-date offered survey-based, healthcare market research that competes directly with our services, many of these competitors have substantially greater financial, information gathering and marketing resources than we do, and could decide to increase their resource commitments to our market.  There are relatively few barriers to entry into our market, and we expect increased competition in our market, which could adversely affect our operating results through pricing pressure, increased client service and marketing expenditures and market share losses, among other factors.  We cannot assure you that we will continue to compete successfully against existing or new competitors, and our revenuesrevenue and operating net income could be adversely affected as a result.


7


Because our clients are concentrated in the healthcare industry, our revenuesrevenue and operating results may be adversely affected by changes in regulations, a business downturn or consolidation with respect to the healthcare industry.

Substantially all of our revenues arerevenue is derived from clients in the healthcare industry.  As a result, our business, financial condition and results of operations are influenced by conditions affecting this industry, including changing political, economic, competitive and regulatory influences that may affect the procurement practices and operation of healthcare providers and payers.  Many federalRecently, Congressional leaders enacted a comprehensive healthcare reform plan, including provisions to control healthcare costs, improve healthcare quality and state legislators have proposed or have announced that they intendexpand access to propose programs to reform portions of the U.S. healthcare system.affordable health insurance.  These programs could result in lower reimbursement rates and otherwise change the environment in which providers and payers operate.  In addition, large private purchasers of healthcare services are placing increasing cost pressure on providers.  Healthcare providers may react to these cost pressures and other uncertainties by curtailing or deferring purchases, including purchases of our services.  Moreover, there has been consolidation of companies in the healthcare industry, a trend which we believe will continue.continue to grow.  Consolidation in this industry, including the potential acquisition of certain of our clients, could adversely affect aggregate client budgets for our services, or could result in the termination of a client’s relationship with us.  The impact of these developments on the healthcare industry is difficult to predict and could have an adverse effect on our revenuesrevenue and a corresponding effect on our operating and net income.

8


We rely on a limited number of key clients and a loss of one or more of these key clients will adversely affect our operating results.
We rely on a limited number of key clients for a substantial portion of our revenue.  The Company’s ten largest clients accounted for 14%, 24%, and 29% of the Company’s total revenue in 2009, 2008, and 2007, respectively.
We cannot assure you that we will maintain our existing client base, maintain or increase the level of revenue or profits generated by our existing clients, or be able to attract new clients.  Furthermore, the healthcare industry continues to undergo consolidation and we cannot assure you that such consolidation will not cause us to lose clients.  The loss of one or more of our large clients or a significant reduction in business from such clients, regardless of the reason, will have a negative effect on our revenue and a corresponding effect on our operating and net income.  See “Risk Factors - Because our clients are concentrated in the healthcare industry, our revenue and operating results may be adversely affected by changes in regulations, a business downturn or consolidation with respect to the healthcare industry.”
Our future success depends on our ability to manage our growth, including by identifying acquisition candidates and effectively integrating acquired companies.

Since our inception, our growth has placed significant demands on our management, administrative, operational and financial resources.  In order to manage our growth, we will need to continue to implement and improve our operational, financial and management information systems, and continue to expand, motivate and effectively manage an evolving workforce.  If our management is unable to effectively manage under such circumstances, the quality of our services, our ability to retain key personnel, and our results of operations could be materially adversely affected.  Furthermore, we cannot assure you that our business will continue to expand.  Reductions in clients’ spending on performance tracking and market research, increased competition, pricing pressures, and other general economic and industry trends could adversely affect our growth.


8


We may achieve a portion of our future revenue growth, if any, through acquisitions of complimentary businesses, products, services or technologies, although we currently have no commitments or agreements with respect to any such acquisitions.  Our management has limited experience dealing with the issues of product and service, systems, personnel and business strategy integration posed by acquisitions, and hasWe have encountered minor problems with integrating people and processes in connection with past acquisitions.  We cannot assure you that the integration of any possible future acquisitions will be managed without incurring higher than expected costs and expenses.  In addition, we cannot assure you that, as a result of such unexpected costs and expenses, any possible future acquisition will not negatively affect our operating and net income.

We face several risks relating to our ability to collect the data on which our business relies.

Our ability to provide timely and accurate performance tracking and market research to our clients depends on our ability to collect large quantities of high qualityhigh-quality data through surveys and interviews.  If receptivity to our survey and interview methods by respondents declines, or for some other reason their willingness to complete and return surveys declines, or if we, for any reason, cannot rely on the integrity of the data we receive, then our revenuesrevenue could be adversely affected, with a corresponding effect on our operating and net income.  In addition, we currently rely primarily on mail and telephone surveys for gathering information.  If one or more of our competitors were to develop an online survey process that more effectively and efficiently gathers information, then we would be at a competitive disadvantage and our revenuesrevenue could be adversely affected, with a corresponding effect on our operating and net income.

We also rely on a third-party panelpanels of pre-recruited consumer households to produce Ticker in a timely manner, annual editions of the Market Guide.manner.  If we are not able to continue to use this panel,these panels, or the time period in which we use this panelthese panels is altered and we cannot find an alternative panelpanels on a timely, cost competitivecost-competitive basis, we could face an increase in our costs or an inability to effectively produce the Market Guide.Ticker.  In either case, our operating and net income would be negatively affected.

Our principal shareholder effectively controls our company.

Michael D. Hays, our President and Chief Executive Officer, beneficially owned 72.3%26.7% of our outstanding common stock as of March 10, 2008.30, 2010.  In addition, Mr. Hays and his wife have created certain grantor retained annuity trusts and have transferred to such trusts shares representing, in the aggregate, approximately 45.1% of our outstanding common stock as of March 30, 2010, all or a portion of which will be returned to Mr. Hays or his wife over the next two years.  As a result, he isMr. Hays can, or will be able to, control matters requiring shareholder approval, including the election of directors and the approval of significant corporate matters such as change of control transactions.  The effects of such influence could be to delay or prevent a change of control of our company unless the terms are approved by Mr. Hays.

9


Our business and operating results could be adversely affected if we are unable to attract or retain key managers and other personnel.

Our future performance will depend, to a significant extent, upon the efforts and ability of our key personnel who have expertise in gathering, interpreting and marketing survey-based performance information for healthcare markets.  Although client relationships are managed at many levels within our company, the loss of the services of Michael D. Hays, our President and Chief Executive Officer, or one or more of our other senior managers, could have a material adverse effect, at least in the short to medium term, on most significant aspects of our business, including strategic planning, product development, and sales and customer relations.  As of December 31, 2007,2009, we maintained $500,000 of key officer life insurance on Mr. Hays.  Our success will also depend on our ability to hire, train and retain skilled personnel in all areas of our business.  Currently, we do not have employment agreements with our officers or our other key personnel.  Competition for qualified personnel in our industry is intense, and many of the companies that compete with us for qualified personnel have substantially greater financial and other resources than us.  Furthermore, we expect competition for qualified personnel to become more intense as competition in our industry increases.  We cannot assure you that we will be able to recruit, retain and motivate a sufficient number of qualified personnel to compete successfully.


9


If intellectual property and other proprietary information technology were copied or independently developed by our competitors, our operating results could be negatively affected.

Our success depends in part upon our data collection process, research methods, data analysis techniques, and internal systems and procedures that we have developed specifically to serve clients in the healthcare industry.  We have no patents.  Consequently, we rely on a combination of copyright, trade secret laws and employeeassociate nondisclosure agreements to protect our systems, survey instruments and procedures.  We cannot assure you that the steps we have taken to protect our 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.  We believe that our systems and procedures and other proprietary rights do not infringe upon the proprietary rights of third parties.  We cannot assure you, however, that third parties will not assert infringement claims against us in the future, or that any such claims will not result in protracted and costly litigation, regardless of the merits of such claims, or whether we are ultimately successful in defending against such claims.

Errors in, or dissatisfaction with, performance tracking and other surveys could adversely affect our business.

Many healthcare providers, payers and other entities or individuals use our renewable performance tracking and other healthcare surveys in promoting and/or operating their businesses, and as a factor in determining physician or employee compensation.  Consequently, any errors in the data received or in the final surveys, as well as the actual results of such surveys, can have a significant impact on such providers’, payers’ or other entities’ businesses, and on any such individual’s compensation.  In addition, parties who have not performed well in our surveys may be dissatisfied with the results of the surveys or the manner in which the results may be used by competitors or others.  Although any such errors or dissatisfaction with the results of the surveys, or the manner in which the surveys have been used, has not resulted in litigation against us, we cannot assure you that we will not face future litigation, which may be costly, as a result of a healthcare provider’s, payer’s, other entity’s or individual’s allegation of errors in our surveys or dissatisfaction with the results thereof.

Regulatory developments could adversely affect our revenuesrevenue and results of operations.

In the operation of our business, we have access to, or gather certain confidential information, such as medical histories of our respondents.  As a result, we could be subject to potential liability for any inappropriate disclosure or use of such information.  Even if we do not improperly disclose confidential information, privacy laws, including the U.S. Health Insurance Portability and Accountability Act of 1996, the U.S. Patriot Act and Canadian legislation relating to personal health information, have had, and could in the future have, the effect of increasing our costs and restricting our ability to gather and disseminate information which could ultimately have a negative effect on our revenues.

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In addition, severalrevenue.

Several years ago, the Centers for Medicare and Medicaid Services initiated a nationwide effort to collect and publicly report hospital quality data, including the patient experience of care questionnaire.  This questionnaire is called the HCAHPS questionnaire and was developed by the Agency for Healthcare Research and Quality.  After several years of development and consensus building, the HCAHPS survey program began in 2006.  This survey program may increase competition and pricing pressures, which could adversely affect our operating and net income.

The enactment of the new comprehensive healthcare reform plan will include changes in Medicare and Medicaid payment policies and other healthcare delivery reforms that could potentially impact our business.

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Item 1B.Unresolved Staff Comments

Item 1B.Unresolved Staff Comments

The Company has no unresolved staff comments to report pursuant to this item.

Item 2.Properties

Item 2.Properties

The Company’s headquarters is located in an owned office building in Lincoln, Nebraska, of which 62,000 square feet are used for the Company’s operations.  This facility houses all the capabilities necessary for NRC’s survey programming, printing and distribution;distribution, data processing, analysis and report generation; marketing;generation, marketing, and corporate administration.  The Company’s Canadian office is located in a rented 2,600 square foot office building in Markham, Ontario.  The operations of TGI which the Company acquired during 2006, are located in San Diego, California, where the Company leases 6,100 square feet of office space.

  MIV’s operations are located in Wausau, Wisconsin, where the Company leases 8,500 square feet of office space.

Item 3.Legal Proceedings

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

No matters were submitted to a vote of the Company’s shareholders during the fourth quarter of the Company’s 2007 fiscal year.


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11


PART II

Item 5.Market for the Registrant’s Common Equity, Related Stockholder Matters and Issuer Purchases of Equity Securities

The Company’s Common Stock, $.001 par value (“Common Stock”), is traded on the NASDAQ Global Market under the symbol “NRCI.”  The following table sets forth the range of high and low sales prices for, and dividends declared on, the Common Stock for the period from January 1, 2006,2008, through December 31, 2007:

HighLowDividends
Declared Per
Common Share

2006 Quarter Ended:
   
    March 31$24.79$17.00$.10
    June 30$24.49$21.30$.10
    September 30$26.91$21.47$.10
    December 31$26.39$21.85$.10

2007 Quarter Ended:
    March 31$24.24$20.49$.12
    June 30$27.00$21.24$.12
    September 30$26.50$24.47$.12
    December 31$28.00$25.00$.12

2009:


  High  Low  
Dividends
Declared Per
Common Share
 
          
2008 Quarter Ended:         
March 31 $27.94  $24.75  $.14 
June 30 $32.06  $25.14  $.14 
September 30 $35.58  $23.01  $.14 
December 31 $34.93  $19.00  $.14 
             
2009 Quarter Ended:            
March 31 $29.01  $19.48  $.16 
June 30 $28.10  $23.10  $.16 
September 30 $26.74  $23.55  $.16 
December 31 $25.30  $20.32  $.16 
On March 10, 2008,30, 2010, there were approximately 2319 shareholders of record, and approximately 550beneficial500 beneficial owners of the Common Stock.

In March 2005, the Company announced the commencement of a quarterly cash dividend.  Cash dividends of $3.3$4.3 million and $2.8$3.8 million in the aggregate were declared and paid during the twelve-month periods ended December 31, 20072009 and 20062008, respectively.  The payment and amount of future dividends is at the discretion of the Company’s Board of Directors and will depend on the Company’s future earnings, financial condition, general business conditions and other factors.

The table below summarizes the Company’s repurchases of its common stock during the three-month period ended December 31, 2007.

PeriodTotal
Number of
Shares
Purchased
Average
Price Paid
Per Share
Total Number
of Shares
Purchased as Part
of Publicly
Announced Plans
or Programs(1)
Maximum Number of
Shares that May Yet Be
Purchased Under the Plans
or Programs

October 1 - October 31, 2007
0$       00690,386

November 1 - November 30, 2007
735$27.12735689,651

December 1 - December 31, 2007
1,500$27.051,500688,151
2009.

Period 
Total Number
of Shares
Purchased
  
Average
Price Paid
Per Share
  
Total Number
of Shares
Purchased as Part
of Publicly
Announced Plans
or Programs(1)
  
Maximum Number of
Shares That May Yet Be
Purchased Under 
the Plans or Programs
 
             
October 1 - October 31, 2009           289,275 
                 
November 1 - November 30, 2009           289,275 
                 
December 1 - December 31, 2009  210  $21.69   210   289,065 

(1)In February 2006, the Company’s Board of Directors authorized a stock repurchase plan providing for the repurchase of an additional 750,000 shares.  The plan has no expiration date.
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Subsequent to December 31, 2007,

The following graph compares the Company has repurchased 263,013 shares ofcumulative 5-year total return provided shareholders on National Research Corporation's common stock at an approximate cost of $6.6 million and an average per share price of $24.91.

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The graph below compares the Company’s cumulative five-year total shareholder return on common stock withrelative to the cumulative total returns of the NASDAQ Composite Index and the Russell 2000 Index.  The graph tracks the performanceAn investment of a $100 investment(with reinvestment of all dividends) is assumed to have been made in the Company’sour common stock and in each of the indexes (with the reinvestment of all dividends) fromon December 31, 2002, to2004, and its relative performance is tracked through December 31, 2007.

2009.


COMPARISON OF FIVE-YEAR CUMULATIVE TOTAL RETURN DATA


     12/04   12/05   12/06   12/07   12/08   12/09 
                         
National Research Corporation  100.00   109.35   146.03   177.05   193.68   142.27 
                         
NASDAQ Composite  100.00   101.33   114.01   123.71   73.11   105.61 
                         
Russell 2000  100.00   104.55   123.76   121.82   80.66   102.58 
The stock price performance included in this graph is not necessarily indicative of future stock price performance.performance.

COMPARISON OF FIVE YEAR CUMULATIVE TOTAL RETURN DATA


12/02
12/03
12/04
12/05
12/06
12/07

National Research Corporation
$100.00$170.87$171.30$187.31$250.14$303.28

NASDAQ Composite
$100.00$149.75$164.64$168.60$187.83$205.22

Russell 2000
$100.00$147.25$174.24$182.18$215.64$212.26

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Item 6.Selected Financial Data

Item 6.Selected Financial Data

The selected statement of income data for the years ended December 31, 2007, 20062009, 2008, and 2005,2007, and the selected balance sheet data at December 31, 20072009 and 2006,2008, are derived from, and are qualified by reference to, the audited consolidated financial statements of the Company included elsewhere in this Annual Report on Form 10-K.  The selected statement of income data for the years ended December 31, 20042006 and 2003,2005, and the balance sheet data at December 31, 2005, 20042007, 2006, and 2003,2005, are derived from audited consolidated financial statements not included herein.  The Company has made acquisitions and adopted SFAS No. 123RShared-Based Paymentbegan recognizing share-based compensation expense during the five years covered by the selected statement financial data.  See Note 2 and Note 87 to the Company’sCompany's consolidated financial statements.

Year Ended December 31,
2007
2006
2005
2004
2003
(In thousands, except per share data)

Statement of Income Data:
            
Revenue  $48,923 $43,771 $32,437 $29,683 $26,922 
Operating expenses:  
   Direct expenses   21,801  19,445  13,642  12,869  12,029 
   Selling, general and administrative   13,173  12,158  8,617  7,394  5,987 
   Depreciation and amortization   2,583  2,260  1,762  2,018  1,941 





       Total operating expenses   37,557  33,863  24,021  22,281  19,957 
Operating income   11,366  9,908  8,416  7,402  6,965 
Other income (expenses)   (248) (402) 99  (119) (49)





Income before income taxes   11,118  9,506  8,515  7,283  6,916 
Provision for income taxes   4,278  3,622  3,279  2,732  2,532 





Net income  $6,840 $5,884 $5,236 $4,551 $4,384 






Net income per share - basic
  $1.00 $0.86 $0.74 $0.63 $0.60 





Net income per share - diluted  $0.98 $0.85 $0.74 $0.63 $0.60 





Dividends per share  $0.48 $0.40 $0.32 $-- $-- 





Weighted average shares outstanding - basic   6,850  6,836  7,038  7,181  7,259 
Weighted average shares outstanding - diluted   7,011  6,954  7,118  7,249  7,326 
  Year Ended December 31, 
  2009  2008  2007  2006  2005 
  (In thousands, except per share data) 
    
Statement of Income Data:               
Revenue $57,692  $51,013  $48,923  $43,771  $32,437 
Operating expenses:                    
Direct expenses  24,574   23,611   21,801   19,445   13,642 
Selling, general and administrative  15,590   12,728   13,173   12,158   8,617 
Depreciation and amortization  3,831   2,685   2,583   2,260   1,762 
Total operating expenses  43,995   39,024   37,557   33,863   24,021 
Operating income  13,697   11,989   11,366   9,908   8,416 
Other income (expenses)  (580)  (6)  (248)  (402)  99 
Income before income taxes  13,117   11,983   11,118   9,506   8,515 
Provision for income taxes  4,626   4,538   4,278   3,622   3,279 
Net income $8,491  $7,445  $6,840  $5,884  $5,236 
                     
Net income per share - basic $1.28  $1.11  $1.00  $0.86  $0.74 
Net income per share - diluted $1.26  $1.09  $0.98  $0.85  $0.74 
Dividends per share $0.64  $0.56  $0.48  $0.40  $0.32 
Weighted average shares outstanding – basic  6,637   6,685   6,850   6,836   7,038 
Weighted average shares outstanding – diluted  6,723   6,831   7,011   6,954   7,118 
                     
  December 31, 
  2009  2008  2007  2006  2005 
  (In thousands) 
Balance Sheet Data:                    
Working capital (deficit) $(4,432) $(10,650) $(2,384) $(1,482) $8,058 
Total assets  72,499   72,145   61,869   61,532   44,675 
Total debt, including current portion  7,719   12,954   2,993   11,093   1,471 
Total shareholders’ equity $44,171  $38,598  $42,286  $36,751  $32,593 
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December 31,
2007
2006
2005
2004
2003
(In thousands)

Balance Sheet Data:
            
Working capital  $(2,384)$(1,482)$8,058 $19,434 $16,817 
Total assets   61,869  61,532  44,675  47,954�� 45,673 
Total debt, including current portion   2,993  11,093  1,471  4,901  5,044 
Total shareholders’ equity   42,286  36,751  32,593  35,018  32,424 


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

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

Overview

The Company believes it is a leading provider of ongoing survey-based performance measurement, analysis, tracking, improvement services and governance education to the healthcare industry in the United States and Canada.  Since 1981, the Company has provided these services using traditional market research methodologies such as direct mail, telephone-basedtelephone, internet-based surveys, focus groups and in-person interviews.  Since 2002, the current primary data collection methodology used is direct mail, but the Company still uses other methodologies for certain types of studies.  The Company addresses the growing need of healthcare providers and payers to measure the care outcomes, specifically experience and health status of their patients and/or members, and provides information on governance issues.  NRC develops tools that enable healthcare organizations to obtain performance measurement information necessary to comply with industry and regulatory standards, and to improve their business practices so that they can maximize new memberresident and/or patient attraction, experience, member retention and profitability.  The Company believes that a driver of its growth and the growth of its industry will be the increase in demand for performance measurement, improvement and educational services as a result of more public reporting programs.  The Company’s primary types of information services are performance tracking services, custom research, subscription-based educational and improvement services, and its Market Guide.

Ticker.

Acquisitions

On September 16, 2005,December 19, 2008, the Company acquired substantially all of the assets of Geriatric Health Systems, LLCMy InnerView, Inc. (“GHS”MIV”), a healthcare survey researchleading provider of quality and analytics firm based in California that specializes in measuring health status, health riskperformance improvement solutions to the senior care profession.  MIV offers resident, family and memberemployee satisfaction for health plansmeasurement and improvement products to the long-term care, assisted and independent living markets in the United States.  MIV works with over 8,000 senior care providers throughout the United States housing what the Company believes is the largest dataset of senior care satisfaction metrics in the nation.  The purchase priceconsideration paid at closing for the acquisition was $4.0 millionMIV included payment of $11,500,000 in cash plus the assumptionand $440,000 of certain liabilities.

On May 30, 2006,direct expenses capitalized as purchase price.  The merger agreement under which the Company acquired substantially allMIV provided for contingent earn-out payments of which $581,000 of the assets2009 earn-out was included in this amount.

On April 1, 2008, approximately 10 customer contracts were purchased from SQ Strategies for $249,000.  The recording of TGI Group, LLC, operating as TGI. TGI provides board members, executive managementthis asset purchase increased customer related intangibles by $260,000 and physician leaders of hospitals and health systems with knowledge and solutions to successfully confront a wide array of strategic issues. The purchase price for TGI was $19.8 million in cash, plus the assumption of certain liabilities.

deferred revenue by $11,000.

Critical Accounting Policies and Estimates

The preparation of financial statements requires management to make estimates and assumptions that affect amounts reported therein.  The most significant of these areas involving difficult or complex judgments made by management with respect to the preparation of the Company’s consolidated financial statements for fiscal year 20072009 include:

·Revenue recognition;
·Valuation of long-lived assets;
·Valuation of goodwill and identifiable intangible assets; and
·Income taxes.
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Revenue recognition;Recognition

Valuation of long-lived assets;

Valuation of goodwill and identifiable intangible assets; and

Income taxes.

Revenue Recognition

The Company derives a majority of its operating revenuesrevenue from its annually renewable services, which include performance tracking services, subscription-based educational services and Market Guide.Ticker.  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.  The Company provides subscription-based educational services to clients generally under annual service contracts over a twelve monthtwelve-month period and publishes healthcare market information for its clients through its Market GuideTicker.  Starting in May 2008, the Company began providing Ticker subscription-based services to clients on a monthly basis generally over a twelve-month period, however, some Ticker subscriptions will continue to be sold and delivered on an annual basis.  The Company also derives revenuesrevenue from its custom and other research projects.

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The Company’s performance tracking services are performance tracking and improvement tools 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 specificcustomer-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 andwith a portion of the project fee is billed in advance and the remainder is billed periodically over the duration of the project. 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.  Revenue and direct expenses for the Company’s performance tracking services are recognized under the proportional performance method.

Under the proportional performance method, the Company recognizes revenue based on output measures or key milestones such as survey set up,set-up, survey mailings, survey returns and reporting.  The Company measures its progress based on the level of completion of these output measures and recognizes revenue accordingly.  Management judgments and estimates must be made and used in connection with revenue recognized using the proportional performance method.  If management made different judgments and estimates, then the amount and timing of revenue for any period could differ materially from the reported revenue.

The Company recognizes subscription-based educational service revenuesrevenue over the period of time the service is provided.  Generally, the subscription periods are for twelve months and revenue is recognized equally over the subscription period.

The Company’s Market Guide serves as a stand-alone market information and competitive intelligence source, as well as a comparative performance database. Published

Ticker was published by NRC annually, thissolely on an annual basis from 1996 to September 2008.  The Company recognizes revenue on Ticker contracts upon delivery to the principal customers.  Revenue under some annual contracts which do not include monthly updates is fully recognized upon delivery, typically in the third quarter of the year.  Starting in May 2008, the Company added subscription-based services, the revenue from which is generally recognized on a monthly basis over a twelve-month period.  Until September 2008, the Company would defer costs of preparing the survey is a comprehensive consumer-based healthcare assessment. Market Guidedata for Ticker and expense these at the time the annual contract revenue was recognized.  Starting in October 2008, these costs were expensed monthly.  The Company generates additional revenue from incidental customers subsequent to the completion of each monthly edition.  Revenue and costs for these subsequent services are recognized as the services are performed and completed.  Ticker is generally provided pursuant to contracts 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 Market GuideTicker are billed prior to or at delivery. The Company recognizes revenue on Market Guide contracts upon delivery to the principal customers, typically in the third quarter

16


As a result of the year. The Company defers coststiming of preparing the survey data for Market Guide. These costs are primarily incremental external direct costs solely related to fulfilling the Company’s obligations under Market Guide contracts. The Company expenses these deferred costs at the time revenue is recognized. The Company monitors and assesses the recoverabilityrecognition of the deferred direct costs based on contracted revenue and whenever changes in circumstances warrant such assessment. The Company generates additional revenue from incidental customers subsequent to the completion of each edition. Revenue and costs for these subsequent services are recognized as the customization services are performed and completed. The profit margin earned on such revenue is generally higher than that earned on revenue realized from customers under contract at the time of delivery. As a result,associated with Ticker, the Company’s margins vary throughout the year.  The Company’s revenue recognition policy for Market GuideTicker is not sensitive to significant estimates and judgments.

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Valuation of Long-Lived Assets

Under the provisions of Statement of Financial Accounting Standards (“SFAS”) No. 144,Accounting for the Impairment or Disposal of Long-Lived Assets, the

The Company monitors events and changes in circumstances that may require the Company to review the carrying value of its long-lived assets.  The Company assesses the recoverabilitywhether an impairment of its long-lived assets based on estimatedheld and used may have occurred using undiscounted future operating cash flows.  Impairments, if they occur, are measured using the fair value of the assets.  The assessment of the recoverability of long-lived assets willmay be adversely impacted if estimated future operating cash flows are not achieved.

The Company assesses the impairment of long-lived assets whenever events or changes in circumstances indicate that the carrying value of such assets may not be recoverable.  ManagementAmong others, management believes the following circumstances are important indicators of potential impairment of such assets and, as a result, may trigger an impairment review:

Significant underperformance in comparison to historical or projected operating results;

Significant changes in the manner or use of acquired assets or the Company’s overall strategy;
·Significant underperformance in comparison to historical or projected operating results;

Significant negative trends in the Company’s industry or the overall economy;

A significant decline in the market price for the Company’s common stock for a sustained period; and
·Significant changes in the manner or use of acquired assets or the Company’s overall strategy;

The Company’s market capitalization falling below the book value of the Company’s net assets.

·Significant negative trends in the Company’s industry or the overall economy;
·A significant decline in the market price for the Company’s common stock for a sustained period; and
·The Company’s market capitalization falling below the book value of the Company’s net assets.
Valuation of Goodwill and Identifiable Intangible Assets

Intangible assets include customer relationships, trade name and goodwill.  Goodwill represents the difference between the purchase price paid in acquisitions using the purchase method of accounting, and the fair value of the net assets acquired.

The Company adopted the provisions of SFAS No. 142,Goodwill and Other Intangible Assets,indefinite-lived intangibles are assessed annually for impairment and as a result, the Company doesare not amortize goodwill.

amortized.

As of December 31, 2007,2009, the Company had net goodwill of $31.1$39.9 million.  As of October 1 of each year (or more frequently as changes in circumstances indicate), the Company evaluates the estimated fair value of the Company’s goodwill.  On these evaluation dates, to the extent that the carrying value of the net assets of the Company’s reporting unitunits having goodwill is greater than the estimated fair value, impairment charges will be recorded.  The Company’s analysis has not resulted in fair value substantially exceeding its carrying value in four of the recognitionfive business units having goodwill. For the newest business unit, MIV, the estimated fair value did not substantially exceed its carrying value.  This was due, in part, to the 2009 MIV revenues and operating margins being below original projections, but management believes that the performance is improving during the first part of an2010.  No impairment loss has been recorded on goodwill in 2007, 20062009, 2008 or 2005.

2007.  The Company will continue to evaluate for impairment as unforeseen future events may impact the goodwill valuation.

Income Taxes

The Company uses the asset and liability method of accounting for income taxes.  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.  Management judgment is required to determine the provision for income taxes and to determine whether deferred income taxes will be realized in full or in part.


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Results of Operations

The following table sets forth, for the periods indicated, selected financial information derived from the Company’s consolidated financial statements, expressed as a percentage of total revenue 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.  The discussion that follows the table should be read in conjunction with the Company’s consolidated financial statements.

Percentage of Total Revenue
Year Ended December 31,

Percentage
Increase

2007
2006
2005
2007
over
2006

2006
over
2005


Revenues
   100.0% 100.0% 100.0% 11.8% 34.9%
Operating expenses:  
   Direct expenses   44.6  44.4  42.1  12.1  42.5 
   Selling, general and administrative   26.9  27.8  26.6  8.4  41.1 
   Depreciation and amortization   5.3  5.2  5.4  14.3  28.3 





Total operating expenses   76.8  77.4  74.1  10.9  41.0 





Operating income   23.2% 22.6% 25.9% 14.7% 17.7%





  
Percentage of Total Revenue
Year Ended December 31,
  
Percentage
Increase (Decrease)
 
  2009  2008  2007  
2009
over
2008
  
2008
over
2007
 
                
Revenue  100.0%  100.0%  100.0%  13.1%  4.3%
Operating expenses:                    
Direct expenses  42.6   46.3   44.6   4.1   8.3 
Selling, general and administrative  27.0   25.0   26.9   22.5   (3.4)
Depreciation and amortization  6.6   5.3   5.3   42.7   4.0 
Total operating expenses  76.3   76.5   76.8   12.7   3.9 
Operating income  23.7%  23.5%  23.2%  14.2%  5.5%

Year Ended December 31, 2007,2009, Compared to Year Ended December 31, 20062008
Revenue

Revenue.  Revenue increased 11.8%13.1% in 20072009 to $48.9$57.7 million from $43.8$51.0 million in 2006.2008.  This was primarily due to increases in the scope of work from existing clients, the addition of new clients, and the acquisition of TGIMIV in May 2006, which generated $4.1 million more of revenue in 2007 compared to 2006.December 2008.

Direct expenses.  Direct expenses increased 12.1%4.1% to $21.8$24.6 million in 20072009 from $19.4$23.6 million in 2006 primarily2008.  The change was mainly due to increases in conferenceincreased costs of $990,000, postage of $421,000, fieldwork of $291,000, and printing of $241,000 to supportservicing the increasedadditional revenue from TGI, and new clients and growththe MIV business, partially offset by the reductions in costs of servicing decreased revenue in other areas of the scope of work from existing clients.Company.  Direct expenses increaseddecreased as a percentage of total revenue to 44.6%42.6% in 20072009 from 44.4%46.3% in 2006. The Company expects 2008, primarily due to be within the Company’sMIV’s current business model of 43% to 45% ofwith direct expenses as a percentage of revenue.revenue lower than the other operating business units of the Company and growth in margin in the Ticker division.

Selling, general and administrative expenses.  Selling, general and administrative expenses increased 8.4%22.5% to $13.2$15.6 million in 20072009 from $12.2$12.7 million in 2006.2008.  The change was primarily due to increases in salary and benefits and contracted services of $1,071,000. The salary increases were primarily attributedexpenses related to the MIV acquisition of TGI .and expansions in the sales force.  Selling, general and administrative expenses decreased as a percentage of total revenues to 26.9% in 2007 from 27.8% in 2006. For 2007, the Company was outside its model of 23% to 25%increased as a percentage of revenue but is expecting to leverage against higher revenue27.0% in 2009 from 25.0% in 2008, mainly due to come within its model range for these expenses.sales expansion efforts in the latter portion of 2009 throughout the Company.

Depreciation and amortization.  Depreciation and amortization expenses increased 14.3%42.7% to $2.6$3.8 million in 20072009 from $2.3$2.7 million in 2006.2008.  Depreciation and amortization increased as a percentage of revenue to   6.6% in 2009 from 5.3% in 2008.  The increase was primarily due to the depreciation of the fixed assets and amortization of intangiblesintangible assets associated with the acquisition of TGI. Depreciation and amortization as a percentage of revenue increased slightly to 5.3% in 2007 from 5.2% in 2006. The Company expects 2008 annualized depreciation to be in the middle of the Company’s model of 4.5% to 6% as a percentage of revenue, given continued revenue growth.MIV.


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Provision for income taxes.  The provision for income taxes totaled $4.3$4.6 million (38.5%(35.3% effective tax rate) for 20072009 compared to $3.6$4.5 million (38.1%(37.9% effective tax rate) for 2006.2008.  The effective tax rate was lower in 20062009 due to differencesincreases in research and development tax credits and state investment and growth act credits, and decreases in Canadian statutory income taxes.tax rates.

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Year Ended December 31, 2006,2008, Compared to Year Ended December 31, 20052007
Revenue

Revenue.  Revenue increased 34.9%4.3% in 20062008 to $43.7$51.0 million from $32.4$48.9 million in 2005.2007.  This was primarily due to increases in the scope of work from existing clients and the addition of new clients, including the acquisition of GHS’s health plan business and TGI, which generated $4 million and $3.5 million in revenue in 2006, respectively.clients.

Direct expenses.  Direct expenses increased 42.5%8.3% to $19.4$23.6 million in 20062008 from $13.6$21.8 million in 2005.2007.  The change was primarily due to servicing the 34.9%an increase in revenue including additional expensessalaries, benefits and travel of $1.2 million, the result of the change in the business model, and the allocation of responsibilities related to sales and servicing clients.  In 2008, the GHS health planCompany divided its sales force into two groups, one focused only on bringing in prospective new clients and TGI businesses. It also included increases inthe second focused exclusively on servicing current clients.  As a result, salaries, benefits and benefits of $1.8 million, postagetravel attributable to the group focused on current clients are now classified as direct expenses rather than selling, general and printing of $1.6 million, and fieldwork and other product costs of $1.8 million.administrative expenses.  Direct expenses increased as a percentage of revenue to 44.4%46.3% in 20062008 from 42.1%44.6% in 2005 due to the mix of business during the period, including certain health plan projects which have higher direct expenses than the balance of the Company’s business.2007.

Selling, general and administrative expenses.  Selling, general and administrative expenses increased 41.1%decreased 3.4% to $12.1$12.7 million in 20062008 from $8.6$13.2 million in 2005.2007.  The change was primarilylargely due to increasesthe 2008 change in salary, benefitsthe business model and commissionsthe allocation of $2.9 million and travel expenses of $494,000. These increases were primarily attributedresponsibilities related to sales and marketing expansion initiatives, additional expenses related to the GHS health plan and TGI businesses and additional compensation expense related to the application of Statement of Financial Accounting Standards No. 123R (“SFAS No. 123R”).servicing clients.  Selling, general and administrative expenses increaseddecreased as a percentage of revenue to 27.8%25.0% in 20062008 from 26.6%26.9% in 2005.2007.

Depreciation and amortization.  Depreciation and amortization expenses increased 28.3%4.0% to $2.3$2.7 million in 20062008 from $1.8$2.6 million in 2005. The increase was primarily due to the amortization of intangibles associated with the acquisitions of GHS and TGI.2007.  Depreciation and amortization expenses decreased slightly as a percentage of revenue to 5.2%remained at  5.3% in 2006 from 5.4% in 2005 due to increased revenue2008 and assets becoming fully depreciated.2007 respectively.

Provision for income taxes.  The provision for income taxes totaled $3.6$4.5 million (38.1%(37.9% effective tax rate) for 20062008 compared to $3.3$4.3 million (38.5% effective tax rate) for 2005.2007.  The effective tax rate was lower in 20062008 due to differencesdecreases in stateprovincial income taxes.tax rates.

Inflation and Changing Prices
Inflation and changing prices have not had a material impact on revenues or net income from continuing operations in the last three years.
Liquidity and Capital Resources

The Company believes it has adequate capital resources and operating cash flow to meet its projected capital and debt maturity needs for the foreseeable future.  Requirements for working capital, capital expenditures, and debt maturities will continue to be funded by operations and the Company’s borrowing arrangements.

Working Capital

The Company had a working capital deficiency of $2.4$4.4 million on December 31, 2007,2009, as compared to a $1.5$10.7 million working capital deficiency on December 31, 2006. The change in working capital from 2007 to 2006 was mainly due to increases in accrued expenses and billings in excess of revenue earned, partially offset by a decrease in notes payable.2008.  The decrease in notes payablethe working capital deficiency was primarily due to paying off the Company’s line of credit in 2007 and additional 2007 pay-downs on the term loan.2009 that had a balance of $3.9 million as of December 31, 2008.  The increase in accrued expenses wasworking capital deficiency balance is primarily due to the movement from a long term liability to accrued expenses for the additional purchase price payment on the Smaller World Communications Inc. acquisition in 2003. The purchase agreement included two scheduled paymentsdeferred revenue balance of additional purchase price in 2006$11.9 million and 2008. In 2006$12.9 million as of December 31, 2009 and 2008, the Company made aggregate payments of $536,200 and $713,580 respectively, as a result of meeting certainrespectively.

19


The deferred revenue goals.

19


Billings in excess of revenue earned increasedbalance is primarily due to timing of initial billings on new and renewal contracts.  The Company typically invoices clients for performance tracking services and custom research projects before they have been completed.  Billed amounts are recorded as billings in excess of revenue earned, or deferred revenue, on the Company’s consolidated financial statements, and are recognized as income when earned.  In addition, when work is performed in advance of billing, the Company records this work as revenue earned in excess of billings, or unbilled revenue.  Substantially all deferred revenue and all unbilled revenue will be earned and billed respectively, within 12 months of the respective period ends.

Capital Expenditures

Capital expenditures for the year ended December 31, 2007,2009, were $2.0$2.9 million.  These expenditures consisted mainly consisted of computer software, computer hardware, and furniture and other equipment.  The Company expects capital expenditure purchases in 2010, consisting  primarily of computer software and building improvements.

The Company has budgeted approximately $1.9 million for additional capital expenditures in 2008hardware and other equipment, to be funded through cash generated from operations. The Company expects that the additional capital expenditures during 2008 will be primarily for computer hardware and software, production equipment and furniture.

Debt and Equity

As of December 31, 2007, the Company’s debt totaled $3.0 million. This consisted of the balance remaining on the $12.5 million credit facility used to fund the TGI acquisition. During 2007, the Company paid off $2.4 million on the line of credit that was outstanding as of December 31, 2006, and made $5.7 million of installment and additional payments on the term note.

On May 26, 2006, the Company entered into a credit facility pursuant to which it borrowed $9.0 million under a term note and $3.5 million under a revolving credit note in order to partially finance the acquisition of TGI.  The term note is payable pursuant towas refinanced on February 25, 2008, for the credit facility in 83 equal installmentsremaining balance of $106,000, with the balanceterm note of $1.6 million.  The refinanced term note required payments of principal and interest payable on Mayin 17 monthly installments of $93,000, beginning March 31, 2013.2008, and ending August 31, 2009.   Borrowings under the refinanced term note bearbore interest at aan annual rate of 7.21% per year. The revolving credit note provides a revolving credit facility that matures on July 31, 2008.5.14%.  The Company expects to extendpaid off the term of the revolving line of credit for at least one year beyond the maturity date. note in October 2008.

The maximum aggregate amount available under the revolving credit facilitynote was originally $3.5 million, but an addendum to the revolving credit note dated March 26, 2008, changed the revolving credit note amount to $6.5 million.  The revolving credit note was renewed in July 2009 to extend the term to July 31, 2010.  The Company may borrow, repay and re-borrow amounts under the revolving credit note from time to time until its maturity on July 31, 2010.  The maximum aggregate amount available under the revolving credit note is $3.5$6.5 million, subject to a borrowing base equal to 75% of the Company’s eligible accounts receivable.  The Company may borrow, repay and re-borrow amounts under the revolving credit facility from time to time until its maturity on July 31, 2008. Borrowings under the revolving credit facilitynote bear interest at a variable rate equal to (1) prime (as defined in the credit facility) less 0.50% or (2) one-, two-, three-, six- or twelve-month LIBOR.  Monthly installmentThe Company expects to extend the term of the revolving credit note for at least one year beyond the maturity date.  If, however, the note cannot be extended, the Company believes it has adequate cash flows from operations to meet its debt and capital needs.  As of December 31, 2009, the revolving credit note did not have a balance.  According to borrowing base requirements, the Company had the capacity to borrow $4.2 million as of December 31, 2009.
On December 19, 2008, the Company borrowed $9.0 million under a term note to partially finance the acquisition of MIV.  The term note is payable in 35 equal installments of $97,000, with the balance of principal and interest payable in a balloon payment due on December 31, 2011.  Borrowings under the term note bear interest at a rate of 5.2% per year.  In 2009, the Company made principal payments, were madein addition to the monthly installments, on the term note in accordance with the credit facility and additional payments were made with no prepayment penalties.

loan totaling $650,000.

The credit facilityterm note is secured by certain of the Company’s assets, including the Company’s land, building, accounts receivable and intangibles.  The credit facilityterm note contains various restrictions and covenants applicable to the Company, including requirements that the Company maintain certain financial ratios at prescribed levels and restrictions on the ability of the Company to consolidate or merge, create liens, incur additional indebtedness or dispose of assets.  As of December 31, 2007,2009, the Company was in compliance with these restrictions and covenants.

The merger agreement under which the Company acquired MIV provided for contingent earn-out payments  over three years based on growth in revenue and earnings.  As of December 31, 2009, a contingent earn-out payment of $795,000 was accrued, which was then paid in February 2010.  The Company currently projects that the earn-out for 2010 and 2011 could be $3.0 million and $1.0 million, respectfully to be funded through cash flow from operations.

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Debt assumed through the MIV acquisition included $90,000 in capital leases.  The capital leases are for production and mailing equipment meeting capitalization requirements where the lease term exceeds more than 75% of the estimated useful life.  The equipment is being depreciated over the lease term of 4.25 years ending in 2011.

The Company had contractual obligations to make cash payments in the following amounts in the future as of December 31, 2007:

Contractual Obligations
Total
Payments

Less than
One Year

One to
Three Years

Three to
Five Years

After
Five Years


Operating leases
  $937,412 $462,832 $474,579 $-- $-- 

Long-term debt
   2,993,352  1,092,754  1,900,598  --  -- 






Total
  $3,930,764 $1,555,586 $2,375,177 $-- $-- 





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2009:

Contractual Obligations 
Total
Payments
  
Less than
One Year
  
One to
Three Years
  
Three to
Five Years
  
After
Five Years
 
(In thousands)               
Operating leases $1,600  $524  $1,066  $10  $ 
Capital leases(1)
  65   37   28       
Uncertain tax positions(2)
  78             
Long-term debt(1)
  8,376   1,162   7,214       
Total $10,119  $1,723  $8,386  $10  $ 
(1)    Includes interest
(2)     It is uncertain when the tax benefits will be settled.

The Company generally does not make unconditional, non-cancelable purchase commitments.  The Company enters into purchase orders in the normal course of business, but these purchase obligations do not exceed one year.


Shareholders’ equity increased $5.5$5.6 million to $42.3$44.2 million in 20072009 from $36.8$38.6 million in 2006.2008.  The increase was primarily reflecteddue to net income of $8.5 million, non-cash stock compensation expense of $619,000, and the exercisechange in cumulative translation adjustment of stock options. This was partially$775,000, offset by the paymentdividends paid of dividends and the purchase of treasury stock. During 2007, the Company paid $3.3 million in cash dividends and $241,000 for the purchase of treasury stock.

$4.3 million.

Stock Repurchase Program

In February 2006, the Board of Directors of the Company authorized the repurchase of an additional 750,000 shares of common stock in the open market or in privately negotiated transactions.  As of December 31, 2007,2009, the remaining shares that can be purchased are 688,151.

289,065.

Off-Balance Sheet Obligations

The Company has no significant off-balance sheet obligations other than the operating lease commitments disclosed in “Liquidity and Capital Resources.”

Adoption of New Accounting Pronouncements

In February 2006, theJune 2009, FASB issued SFAS No. 155,the Accounting for Certain Hybrid Financial Instruments— An AmendmentStandards Codification™ (“Codification”) as the source of authoritative U.S. generally accepted accounting principles (“GAAP”) recognized by FASB Statements No. 133to be applied by nongovernmental entities.  The Codification supersedes all then-existing non-SEC accounting and 140. SFAS No. 155 amends SFAS No. 133,Accounting for Derivative Instruments and Hedging Activities, and SFAS No. 140,Accounting for Transfer and Servicing of Financial Assets and Extinguishments of Liabilities, and eliminatesreporting standards.  In accordance with the exemption from applying SFAS No. 133Codification, references to interestsaccounting literature in securitized financial assets so that similar itemsthis report are accounted forpresented in plain English.  The Codification did not change GAAP, but reorganizes the same way.literature.  The provisions of SFAS No. 155 areCodification is effective for all financial instruments acquired by a company orstatements issued after the beginning of its first fiscal year that beginsfor interim and annual periods ending after September 15, 2006.2009.  The adoption of SFAS No. 155the Codification has not had no effectan impact on the consolidated financial statements.


21


Recent Accounting Pronouncements
In March 2006,September 2009, the FASB issued SFAS No. 156,Accountingnew guidance for Servicing of Financial Assets— An Amendment of FASB Statement No. 140. SFAS No. 156 amends SFAS No. 140,Accounting for Transfers and Servicing of Financial Assets and Extinguishments of Liabilities, and requires that all separately recognized servicing assets and servicing liabilities be initially measured at fair value, if practicable. The provisions of SFAS No. 156 are effective as of the beginning of a company’s first fiscal year that begins after September 15, 2006. The adoption of SFAS No. 156 had no effect on the consolidated financial statements.

In June 2006, the FASB issued FASB Interpretation No. 48 (“FIN 48”),Accounting for Uncertainty in Income Taxes— An Interpretation of FASB Statement No. 109. FIN 48 prescribes arevenue recognition threshold and measurement process for recording in the financial statements uncertain tax positions taken or expected to be taken in a tax return. Additionally, this interpretation provides guidance on the derecognition, classification, accounting in interim periods and disclosure requirements for uncertain tax positions. The provisions of FIN 48 werewith multiple deliverables, which is effective for us on January 1, 2007. The adoption of FIN 48 had no effect on the consolidated financial statements.

In September 2006, the FASB issued SFAS No. 157,Fair Value Measurements. SFAS No. 157 defines fair value, establishes a framework for measuring fair valuerevenue arrangements entered into or materially modified in generally accepted accounting principles (GAAP), and expands disclosures about fair value measurements. The provisions of SFAS No. 157 are effective as of thefiscal years beginning of a company’s first fiscal year that begins after November 15, 2007. Management believes that adoption of SFAS No. 157 will not have a material effect on the consolidated financial statements.

21


In February 2008, the FASB issued FASB Staff Position (FSP) Financial Accounting Standard (FAS) 157-1,Application of FASB Statement No. 157 to FASB Statement No. 13 and Its Related Interpretive Accounting Pronouncements That Address Leasing Transactions, and FSP FAS 157-2,Effective Date of FASB Statement No. 157. FSP FAS 157-1 removes leasing from the scope of SFAS No. 157,Fair Value Measurements. FSP FAS 157-2 delays the effective date of SFAS No. 157 from 2008 to 2009 for all non-financial assets and non-financial liabilities, except those that are recognized or disclosed at fair value in the financial statements on a recurring basis (at least annually). Management believes that adoption of SFAS No. 157-1 and 157-2 will not have a material effect on the consolidated financial statements.

In February 2007, the FASB issued SFAS No. 159,The Fair Value Option for Financial Assets and Financial Liabilities,including an amendment of FASB Statement No. 115. This statement permits entities to choose to measure many financial instruments and certain other items at fair value. The provisions of SFAS No. 159 are effective as of the beginning of a company’s first fiscal year that begins after November 15, 2007. Management believes that adoption of SFAS No. 159 will not have a material effect on the consolidated financial statements.

In June 2007, the FASB ratified the consensus reached by the Emerging Issues Task Force (EITF) in EITF Issue No. 07-3,Accounting for Nonrefundable Advance Payments for Goods or Services Received for Use in Future Research and Development Activities (EITF 07-3), which requires that nonrefundable advance payments for goods or services that will be used or rendered for future research and development activities be deferred and amortized over the period that the goods are delivered or the related services are performed, subject to an assessment of recoverability. EITF 07-3 is effective as of the beginning of a company’s first fiscal year that begins after December 15, 2008. Management believes that adoption of EITF 07-3 will not have a material effect on the consolidated financial statements.

In December 2007, the FASB issued SFAS No. 141(R),Business Combinations (“SFAS 141(R)”), which replaces FAS 141. SFAS 141(R) establishes principles and requirements for how an acquirer in a business combination recognizes and measures in its financial statements the identifiable assets acquired, the liabilities assumed, and any controlling interest; recognizes and measures the goodwill acquired in the business combination or a gain from a bargain purchase; and determines what information to disclose to enable users of the financial statements to evaluate the nature and financial effects of the business combination. FAS 141(R) is to be applied prospectively to business combinations for which the acquisition date is on or after an entity’s fiscal yearJune 15, 2010, although early adoption is permitted.  This guidance eliminates the residual method under the current guidance and replaces it with the “relative selling price” method when allocating revenue in a multiple deliverable arrangement.  The selling price for each deliverable shall be determined using vendor-specific objective evidence of selling price, if it exists, otherwise third-party evidence of selling price.  If neither exists for a deliverable, the vendor shall use its best estimate of the selling price for that begins after December 15, 2008.deliverable.  After adoption, this guidance will also require expanded qualitative and quantitative disclosures.  Management willcontinues to assess the impact of SFAS 141(R) if and when a future acquisition occurs.

this authoritative guidance.

Item 7A.Quantitative and Qualitative Disclosure About Market Risk

Item 7A.Quantitative and Qualitative Disclosure About Market Risk

The impact of financialCompany’s primary market risk exposure is changes in foreign currency exchange rates and interest rates.
The Company’s Canadian subsidiary uses as its functional currency the local currency of the country in which it operates.  It translates its assets and liabilities into U.S. dollars at the exchange rate in effect at the balance sheet date.  It translates its revenue and expenses at the average exchange rate during the period.  The Company includes translation gains and losses in accumulated other comprehensive income (loss), a component of shareholders’ equity.  Foreign currency translation gains or (losses) were $775,000, ($937,000), and $568,000 in 2009, 2008, and 2007, respectively.  Gains and losses related to transactions denominated in a currency other than the functional currency of the countries in which the Company is not significant. operates and short-term intercompany accounts are included in other income (expense) in the consolidated statements of income.
The Company’s primary financial marketinterest rate risk exposure consistsis related to interest expense from the Company’s revolving credit note with a variable interest rate.  However, the revolving credit note had no balance as of December 31, 2009.
The Company has limited interest rate risk related to interest income from the Company’s investments in United States government securitiesnotes with maturities of three years90 days or less.less at the purchase date for the security.  The Company has investedclassified these as cash equivalents.  The discounted notes bear interest at .041% and expects to continue to invest a substantial portion.091% annually.  One of its excess cash in such securities. See Notethe notes matured on February 3, to2010, and payment was received for the Company’s consolidated financial statements. Generally, if the overall average return on such securities would have decreased .5% from the average return during the years ended December 31, 2007 and 2006, then the Company’s interest income and pre-tax income would have decreased approximately $8,000 and $19,000, respectively. These amounts were determined by considering the impact of a hypothetical change in interest rates on the Company’s interest income.

full principal amount.


22



Item 8.Financial Statements and Supplementary Data

Item 8.Financial Statements and Supplementary Data

Quarterly Financial Data (Unaudited)

The following table sets forth selected financial information for each of the eight quarters in the two-year period ended December 31, 2007.2009.  This unaudited information has been prepared by the Company on the same basis as the consolidated financial statements and includes all normal recurring adjustments necessary to present fairly this information when read in conjunction with the Company’s audited consolidated financial statements and the notes thereto.

(In thousands, except per share data)
Quarter Ended
Dec. 31,
2007

Sept 30,
2007

June 30,
2007

Mar. 31,
2007

Dec. 31,
2006

Sept 30,
2006

June 31,
2006

Mar. 31,
2006


Revenue
  $10,821 $13,952 $11,945 $12,205 $10,319 $13,313 $10,663 $9,476 
Direct expenses   5,057  5,930  5,366  5,448  4,604  5,761  4,980  4,100 
Selling, general and administrative   3,283  3,240  3,250  3,400  3,150  2,960  3,042  3,006 
Depreciation and amortization   661  672  623  627  690  600  500  470 








Operating income   1,820  4,110  2,706  2,730  1,875  3,992  2,141  1,900 
Other income (expense)   (25) (57) (30) (137) (224) (200) (36) 58 
Provision for income taxes   686  1,558  1,035  999  645  1,450  786  741 








Net income  $1,109 $2,495 $1,641 $1,594 $1,006 $2,342 $1,319 $1,217 








Net income per share - basic  $0.16 $0.36 $0.24 $0.23 $0.15 $0.34 $0.19 $0.18 
Net income per share - diluted  $0.16 $0.36 $0.23 $0.23 $0.14 $0.34 $0.19 $0.18 
Weighted average shares outstanding - basic   6,861  6,851  6,845  6,842  6,838  6,845  6,845  6,819 
Weighted average shares outstanding - diluted   7,034  7,013  7,002  6,964  6,976  6,986  6,970  6,918 
  
(In thousands, except per share data)
 
  
Quarter Ended
 
  
Dec. 31,
2009
  
Sept 30,
2009
  
June 30,
2009
  
Mar. 31,
2009
  
Dec. 31,
2008
  
Sept 30,
2008
  
June 30,
2008
  
Mar. 31,
2008
 
                         
Revenue $13,841  $13,517  $13,594  $16,740  $12,189  $13,469  $11,901  $13,454 
Direct expenses  5,548   5,446   6,304   7,276   5,766   6,598   5,320   5,927 
Selling, general and administrative  4,042   3,872   3,697   3,979   2,768   3,053   3,348   3,559 
Depreciation and amortization  929   901   891   1,110   682   661   676   666 
Operating income  3,322   3,298   2,702   4,375   2,973   3,157   2,557   3,302 
Other income (expense)  (134)  (166)  (183)  (97)  70   14   (58)  (32)
Provision for income taxes  951   1,138   910   1,627   1,148   1,205   918   1,267 
Net income $2,237  $1,994  $1,609  $2,651  $1,895  $1,966  $1,581  $2,003 
Net income per share – basic $0.34  $0.30  $0.24  $0.40  $0.29  $0.30  $0.24  $0.29 
Net income per share – diluted $0.33  $0.30  $0.24  $0.39  $0.28  $0.29  $0.23  $0.29 
Weighted average shares outstanding – basic  6,639   6,637   6,637   6,633   6,642   6,644   6,637   6,818 
Weighted average shares outstanding – diluted  6,725   6,735   6,734   6,713   6,782   6,803   6,793   6,970 

23




23


REPORT OF INDEPENDENT REGISTERED PUBLIC ACCOUNTING FIRM

To the Shareholders and Board of Directors
National Research Corporation:


We have audited the accompanying consolidated balance sheets of National Research Corporation and subsidiary (the Company) as of December 31, 20072009 and 2006,2008, and the related consolidated statements of income, shareholders’ equity and comprehensive income, and cash flows for each of the years in the three-year period ended December 31, 2007.2009.  In connection with our audits of the consolidated financial statements, we have also audited the financial statement schedule listed in Item 15(a)(2) of this Form 10-K.  These consolidated financial statements and financial statement schedule are the responsibility of the Company’s management. Our responsibility is to express an opinion on these consolidated financial statements and financial statement schedule based on our audits.


We conducted our audits in accordance with the standards of the Public Company Accounting Oversight Board (United States).  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 consolidated financial statements referred to above present fairly, in all material respects, the financial position of National Research Corporation and subsidiary as of December 31, 20072009 and 20062008, and the results of their operations and their cash flows for each of the years in the three-year period ended December 31, 2007,2009, in conformity with U.S. generally accepted accounting principles.  Also, in our opinion, the related financial statement schedule, when considered in relation to the basic consolidated financial statements taken as a whole, presents fairly, in all material respects, the information set forth therein.

As discussed in notes 1 and 8, the Company changed its method of recording stock-based compensation in 2006.


/s/ KPMG LLP

Lincoln, Nebraska
March 28, 2008

31, 2010

24


24


NATIONAL RESEARCH CORPORATION AND SUBSIDIARY
CONSOLIDATED BALANCE SHEETS AS OF
(In thousands, except share amounts)

DECEMBER 31, 2007 AND 2006

Assets2007
2006
Current assets:      
  Cash and cash equivalents  $3,355,141 $876,360 
  Investments in marketable debt securities   99,497  1,110,104 
  Trade accounts receivable, less allowance for doubtful accounts of $70,212 and $44,302  
   in 2007 and 2006, respectively   6,378,914  6,733,595 
  Unbilled revenue   1,377,427  2,272,194 
  Prepaid expenses and other   1,068,446  1,058,017 
  Recoverable income taxes   272,219  898,264 
  Deferred income taxes   48,657  48,410 


       Total current assets   12,600,301  12,996,944 

  Net property and equipment
   11,974,029  11,715,933 
  Intangible assets   5,615,910  6,473,644 
  Goodwill   31,051,202  30,014,337 
  Deferred income taxes   590,034  279,865 
  Other   37,317  51,268 



       Total assets
  $61,868,793 $61,531,991 



Liabilities and Shareholders’ Equity
Current liabilities:  
  Current portion of note payable  $1,092,754 $3,110,106 
  Accounts payable   1,106,317  1,152,657 
  Accrued wages, bonus and profit sharing   1,477,021  1,593,823 
  Accrued expenses   1,386,133  358,577 
  Billings in excess of revenue earned   9,921,763  8,263,692 


       Total current liabilities   14,983,988  14,478,855 

  Note payable, net of current portion
   1,900,598  7,982,867 
  Deferred income taxes   2,697,774  2,267,688 
  Other long-term liabilities   --  52,068 


       Total liabilities   19,582,360  24,781,478 

Shareholders’ equity:
  
  Common stock, $.001 par value; authorized 20,000,000 shares, issued 7,883,289 in 2007  
   and 7,837,848 in 2006, outstanding 6,926,442 in 2007 and 6,890,631 in 2006   7,883  7,838 
  Additional paid-in capital   23,508,717  21,819,709 
  Retained earnings   30,003,606  26,488,308 
  Accumulated other comprehensive income, net of taxes   931,655  359,025 
  Treasury stock, at cost; 956,847 shares in 2007 and 947,217 shares in 2006   (12,165,428) (11,924,367)


       Total shareholders’ equity   42,286,433  36,750,513 



       Total liabilities and shareholders’ equity
  $61,868,793 $61,531,991 


  2009  2008 
Assets      
Current assets:      
Cash and cash equivalents $2,512  $1,109 
Trade accounts receivable, less allowance for doubtful accounts of $279 and $241 in 2009 and 2008, respectively  5,214   6,531 
Unbilled revenue  1,173   810 
Prepaid expenses and other  1,864   1,300 
Recoverable income taxes  803   574 
Deferred income taxes  98   115 
Total current assets  11,664   10,439 
         
Net property and equipment  13,975   13,747 
Intangible assets, net  6,883   8,056 
Goodwill  39,924   39,276 
Other  53   627 
         
Total assets $72,499  $72,145 
         
Liabilities and Shareholders’ Equity        
Current liabilities:        
Current portion of note payable $816  $4,581 
Accounts payable  598   863 
Accrued wages, bonus and profit sharing  1,926   1,375 
Accrued expenses  848   1,344 
Deferred revenue  11,907   12,926 
Total current liabilities  16,095   21,089 
         
Note payable, net of current portion  6,903   8,374 
Deferred income taxes  5,126   4,084 
Deferred revenue  204    
Total liabilities  28,328   33,547 
         
Shareholders’ equity:        
Common stock, $.001 par value; authorized 20,000,000 shares, issued 8,018,044 in 2009 and 8,019,922 in 2008, outstanding 6,662,111 in 2009 and 6,667,517 in 2008
  8   8 
Additional paid-in capital  27,871   27,217 
Retained earnings  37,905   33,677 
Accumulated other comprehensive income (loss), net of taxes  769   (6)
Treasury stock, at cost; 1,355,933 shares in 2009 and 1,352,405 shares in 2008  (22,382)  (22,298)
Total shareholders’ equity  44,171   38,598 
         
Total liabilities and shareholders’ equity $72,499  $72,145 

See accompanying notes to consolidated financial statements.


25



NATIONAL RESEARCH CORPORATION AND SUBSIDIARY
CONSOLIDATED STATEMENTS OF INCOME FOR THE
(In thousands, except for  per share amounts)
THREE YEARS ENDED DECEMBER 31, 2007
2007
2006
2005

Revenue
  $48,922,884 $43,771,455 $32,436,502 




Operating expenses:
  
   Direct expenses   21,801,039  19,445,925  13,642,195 
   Selling, general and administrative   13,173,431  12,158,004  8,617,372 
   Depreciation and amortization   2,582,866  2,259,669  1,761,623 



         Total operating expenses   37,557,336  33,863,598  24,021,190 




         Operating income
   11,365,548  9,907,857  8,415,312 




Other income (expense):
  
   Interest income   138,702  171,273  488,120 
   Interest expense   (483,135) (517,482) (379,464)
   Other, net   96,269  (55,893) (9,507)




         Total other income (expense)
   (248,164) (402,102) 99,149 




         Income before income taxes
   11,117,384  9,505,755  8,514,461 

Provision for income taxes
   4,278,372  3,621,687  3,278,370 




         Net income
  $6,839,012 $5,884,068 $5,236,091 




Net income per share - basic
  $1.00 $0.86 $0.74 



Net income per share - diluted  $0.98 $0.85 $0.74 



  2009  2008  2007 
          
Revenue $57,692  $51,013  $48,923 
             
Operating expenses:            
Direct expenses  24,574   23,611   21,801 
Selling, general and administrative  15,590   12,728   13,174 
Depreciation and amortization  3,831   2,685   2,583 
Total operating expenses  43,995   39,024   37,558 
             
Operating income  13,697   11,989   11,365 
             
Other income (expense):            
Interest income  2   42   139 
Interest expense  (405)  (139)  (483)
Other, net  (177)  91   96 
             
Total other expense  (580)  (6)  (248)
             
Income before income taxes  13,117   11,983   11,117 
             
Provision for income taxes  4,626   4,538   4,278 
             
Net income $8,491  $7,445  $6,839 
             
Net income per share - basic $1.28  $1.11  $1.00 
Net income per share - diluted $1.26  $1.09  $0.98 
             
Weighted average shares and shares equivalent outstanding - basic  6,637   6,685   6,850 
Weighted average shares and shares equivalent outstanding - diluted  6,723   6,831   7,011 
See accompanying notes to consolidated financial statements.


26




26


NATIONAL RESEARCH CORPORATION AND SUBSIDIARY
CONSOLIDATED STATEMENTS OF SHAREHOLDERS’ EQUITY
AND COMPREHENSIVE INCOME AS OF AND FOR THE
(In thousands except share and per share amounts)
THREE YEARS ENDED DECEMBER 31, 2007

Common
Stock

Additional
Paid-in
Capital

Retained
Earnings

Unearned
Compensation

Accumulated
Other
Comprehensive
Income

Treasury
Stock

Total
Balances at December 31, 2004  $7,684 $19,345,569 $20,382,334 $(182,354)$220,261 $(4,755,837)$35,017,657 







Purchase of 385,700 shares of  
 treasury stock   --  --  --  --  --  (5,932,475) (5,932,475)
Issuance of 30,873 common shares  
 for the exercise of stock options   31  253,846  --  --  --  --  253,877 
Tax benefit from the exercise of  
 options   --  84,140  --  --  --  --  84,140 
Issuance of 25,692 restricted  
 common shares, net of 2,036  
 cancelled   26  362,472  --  (362,498) --  --  -- 
Non-cash stock  
  compensation expense   --  --  --  112,221  --  --  112,221 
Dividends declared of $0.32 per  
 common share   --  --  (2,258,128) --  --  --  (2,258,128)
Comprehensive income  
 Change in unrealized gain/(loss)  
 on marketable securities net of  
 tax   --  --  --  --  4,280  --  4,280 
Change in cumulative translation  
 adjustment   --  --  --  --  75,828  --  75,828 
Net income   --  --  5,236,091  --  --  --  5,236,091 







Total comprehensive income   --  --  5,236,091  --  80,108  --  5,316,199 







Balances at December 31, 2005   7,741  20,046,027  23,360,297  (432,631) 300,369  (10,688,312) 32,593,491 







Purchase of 52,217 shares of  
 treasury stock   --  --  --  --  --  (1,236,055) (1,236,055)
Issuance of 89,307 common shares  
 for the exercise of stock options   89  926,102  --  --  --  --  926,191 
Tax benefit from the exercise of  
 options   --  404,535  --  --  --  --  404,535 
Issuance of 13,218 restricted  
 common shares, net of 5,250  
 cancelled   8  (8) --  --  --  --  -- 
Non-cash stock  
  compensation expense   --  875,684  --  --  --  --  875,684 
Reclassify unearned compensation   --  (432,631) --  432,631  --  --  -- 
Dividends declared of $0.40 per  
 common share   --  --  (2,756,057) --  --  --  (2,756,057)
Comprehensive income  
 Change in unrealized gain/(loss)  
 on marketable securities net of  
 tax   --  --  --  --  67,436  --  67,436 
Change in cumulative translation  
 adjustment   --  --  --  --  (8,780) --  (8,780)
Net income   --  --  5,884,068  --  --  --  5,884,068 







Total comprehensive income   --  --  5,884,068  --  58,656  --  5,942,724 







Balances at December 31, 2006   7,838  21,819,709  26,488,308  --  359,025  (11,924,367) 36,750,513 







Purchase of 61,849 shares of  
 treasury stock   --  --  --  --  --  (241,061) (241,061)
Issuance of 22,829 common shares  
 for the exercise of stock options   22  337,764  --  --  --  --  337,786 
Tax benefit from the exercise of  
 options   --  111,551  --  --  --  --  111,551 
Issuance of 32,115 restricted  
 common shares, net of 9,109  
 cancelled   23  (23) --  --  --  --  -- 
Non-cash stock  
  compensation expense   --  1,239,716  --  --  --  --  1,239,716 
Dividends declared of $0.48 per  
 common share   --  --  (3,323,714) --  --  --  (3,323,714)
Comprehensive income  
 Change in unrealized gain/(loss)  
 on marketable securities net of  
 tax   --  --  --  --  4,085  --  4,085 
Change in cumulative translation  
 adjustment   --  --  --  --  568,545  --  568,545 
Net income   --  --  6,839,012  --  --  --  6,839,012 







Total comprehensive income   --  --  6,839,012  --  572,630  --  7,411,642 







Balances at December 31, 2007  $7,883 $23,508,717 $30,003,606 $-- $931,655 $(12,165,428)$42,286,433 







  
Common
Stock
  
Additional
Paid-in
Capital
  
Retained
Earnings
  
Accumulated
Other
Comprehensive
Income
  
Treasury
Stock
  
Total
 
                   
Balances at December 31, 2006  8   21,820   26,488   359   (11,924)  36,751 
Purchase of 61,849 shares of treasury stock              (241)  (241)
Issuance of 22,829 common shares for the exercise of stock options     338            338 
Tax benefit from the exercise of options and vested restricted stock     111            111 
Issuance of 32,115 restricted common shares, net of 9,109 cancelled                  
Non-cash stock compensation expense     1,240            1,240 
Dividends declared of $0.48 per common share        (3,324)        (3,324)
Comprehensive income                        
Change in unrealized gain/(loss) on marketable securities, net of tax           4      4 
Change in cumulative translation adjustment           568      568 
Net income        6,839         6,839 
Total comprehensive income                      7,411 
Balances at December 31, 2007 $8  $23,509  $30,003  $931  $(12,165) $42,286, 
Purchase of 395,558 shares of treasury stock              (10,133)  (10,133)
Issuance of 144,614 common shares for the exercise of stock options     1,856            1,856 
Tax benefit from the exercise of options and vested restricted stock     836            836 
Cancellation of 7,981 restricted common shares                  
Non-cash stock compensation expense     1,016            1,016 
Dividends declared of $0.56 per common share        (3,771)        (3,771)
Comprehensive income                        
Change in cumulative translation adjustment           (937)     (937)
Net Income          7,445           7,445 
Total comprehensive income                 6,508 
Balances at December 31, 2008 $8  $27,217  $33,677  $(6) $(22,298) $38,598 
Purchase of 3,528 shares of treasury stock              (84)  (84)
Issuance of 2,023 common shares for the exercise of stock options     18            18 
Tax benefit from the exercise of options and vested restricted stock     17            17 
Cancellation of 3,901 restricted common shares                  
Non-cash stock compensation expense     619            619 
Dividends declared of $0.64 per common share        (4,263)        (4,263)
Comprehensive income                        
Change in cumulative translation adjustment           775      775 
Net income          8,491           8,491 
Total comprehensive income                 9,266 
Balances at December 31, 2009 $8  $27,871  $37,905  $769  $(22,382) $44,171 
See accompanying notes to consolidated financial statements.

27



NATIONAL RESEARCH CORPORATION AND SUBSIDIARY
CONSOLIDATED STATEMENTS OF CASH FLOWS
(In thousands)
FOR THE THREE YEARS ENDED DECEMBER 31, 2007
2007
2006
2005
Cash flows from operating activities:        
   Net income  $6,839,012 $5,884,068 $5,236,091 
   Adjustments to reconcile net income to net cash provided by  
    operating activities:  
     Depreciation and amortization   2,582,866  2,259,669  1,761,623 
     Deferred income taxes   117,046  99,135  264,049 
     Loss (gain) on sale of property and equipment   (3,587) (50) 239 
     Loss (gain) on sale of other investments   --  47,616  (43)
     Tax benefit from exercise of stock options   31,245  63,005  84,140 
     Non-cash stock compensation expense   1,092,776  1,022,624  112,221 
     Change in assets and liabilities, net of effect of  
      acquisitions:  
       Trade accounts receivable   616,423  (884,575) (2,079,193)
       Unbilled revenue   900,397  (1,089,431) 29,026 
       Prepaid expenses and other   30,190  256,809  45,597 
       Accounts payable   (73,154) 22,006  602,326 
       Accrued expenses, wages, bonus and profit sharing   329,845  (58,680) 328,718 
       Income taxes payable and recoverable   562,797  (714,293) 442,865 
       Billings in excess of revenue earned   1,540,258  (95,723) 1,360,425 



Net cash provided by operating activities   14,566,114  6,812,180  8,188,084 




Cash flows from investing activities:
  
   Purchases of property and equipment   (1,956,204) (1,453,128) (1,088,172)
   Proceeds from sale of property and equipment   200  50  1,500 
   Acquisition, net of cash acquired and earn-out on acquisition   --  (20,620,521) (4,459,198)
   Purchases of securities available-for-sale   (2,990,012) (1,378,523) (19,453,522)
   Proceeds from the maturities of securities available-for-sale   4,007,262  9,784,215  25,353,137 



Net cash provided by (used in) investing activities   (938,754) (13,667,907) 353,745 




Cash flows from financing activities:
  
   Proceeds from notes payable   375,000  14,795,000  -- 
   Payments on notes payable   (8,474,621) (5,173,310) (3,429,571)
   Proceeds from exercise of stock options   337,786  926,191  253,877 
   Tax benefit on exercise of stock options and vested  
    restricted stock   80,306  341,530  -- 
   Purchase of treasury stock   (241,061) (1,236,055) (5,932,475)
   Payment of dividends on common stock   (3,323,714) (2,756,057) (2,258,128)



Net cash provided by (used in) financing activities   (11,246,304) 6,897,299  (11,366,297)




Effect of exchange rate changes on cash
   97,726  (9,171) 20,734 

Net increase (decrease) in cash and cash equivalents
   2,478,782  32,401  (2,803,734)

Cash and cash equivalents at beginning of period
   876,360  843,959  3,647,693 




Cash and cash equivalents at end of period
  $3,355,142 $876,360 $843,959 




Supplemental disclosure of cash paid for:
  
   Interest expense  $483,135 $600,719 $364,210 
   Income taxes  $3,457,478 $3,839,192 $2,479,834 

  2009  2008  2007 
Cash flows from operating activities:         
Net income $8,491  $7,445  $6,839 
Adjustments to reconcile net income to net cash provided by operating activities:            
Depreciation and amortization  3,831   2,686   2,583 
Deferred income taxes  1,733   430   117 
Loss (gain) on sale of property and equipment  1      (3)
Tax benefit from exercise of stock options     156   31 
Non-cash stock compensation expense  619   1,016   1,093 
Change in assets and liabilities, net of effect of acquisitions:            
Trade accounts receivable  1,396   637   616 
Unbilled revenue  (315)  603   900 
Prepaid expenses and other  (516)  (155)  30 
Accounts payable  (278)  (408)  (73)
Accrued expenses, wages, bonus and profit sharing  (73)  6   330 
Income taxes payable and recoverable  (326)  (249)  563 
Deferred revenue  (897)  3,008   1,540 
Net cash provided by operating activities  13,666   15,175   14,566 
             
Cash flows from investing activities:            
Purchases of property and equipment  (2,909)  (2,812)  (1,956)
Acquisition, net of cash acquired and earn-out on acquisition  (93)  (12,551)   
Purchases of securities available-for-sale        (2,990)
Proceeds from the maturities of securities available-for-sale     99   4,007 
Net cash used in investing activities  (3,002)  (15,264)  (939)
             
Cash flows from financing activities:            
Proceeds from notes payable  4,916   18,564   375 
Payments on notes payable  (10,152)  (8,952)  (8,474)
Proceeds from exercise of stock options  18   731   338 
Tax benefit on exercise of stock options and vested restricted stock  17   680   80 
Purchase of treasury stock  (84)  (9,007)  (241)
Payment of dividends on common stock  (4,263)  (3,771)  (3,324)
Net cash used in financing activities  (9,548)  (1,755)  (11,246)
             
Effect of exchange rate changes on cash  287   (402)  98 
             
Net increase (decrease) in cash and cash equivalents  1,403   (2,246)  2,479 
             
Cash and cash equivalents at beginning of period  1,109   3,355   876 
             
Cash and cash equivalents at end of period $2,512  $1,109  $3,355 
             
Supplemental disclosure of cash paid for:            
Interest expense $498  $122  $483 
Income taxes $2,999  $3,502  $3,457 

Supplemental disclosures of non-cash investing activities:
In connection with the Company’s acquisition of businesses in 2006 and 2005,Equity Incentive plans, certain optionees tendered to the Company acquired current assets of $730,804
previously owned shares to pay for the option strike price.  The total non-cash stock options exercised was $0, $1.1 million and $53,046, respectively,$0 for the years ended December 31, 2009, 2008, and assumed current liabilities of $3,201,691 and $151,685,2007, respectively.


See accompanying notes to consolidated financial statements.


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NATIONAL RESEARCH CORPORATION AND SUBSIDIARY
NOTES TO CONSOLIDATED 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, tracking, improvement services and governance education to the healthcare industry in the United States and Canada.  The Company provides market research services to hospitals and insurance companies on an unsecured credit basis.  The Company’s ten largest clients accounted for 29%14%, 32%24%, and 40%29% of the Company’s total revenue in 2009, 2008, and 2007, 2006 and 2005, respectively. One client accounted for 8%, 8% and 11% of total revenue in 2007, 2006 and 2005, respectively. The Company operates in a single industry segment.

Principles of Consolidation

The consolidated financial statements include the accounts of the Company and its subsidiary.  All significant intercompany transactions and balances have been eliminated in consolidation.

Use of Estimates

The preparation of financial statements in conformity with accounting principles generally accepted in the United States of America 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 revenue and expenses during the reporting period.  Actual results could differ from those estimates.

Translation of Foreign Currencies

The Company’s Canadian subsidiary uses as its functional currency the local currency of the country in which it operates.  It translates its assets and liabilities into U.S. dollars at the exchange rate in effect at the balance sheet date.  It translates its revenue and expenses at the average exchange rate during the period.  The Company includes translation gains and losses in accumulated other comprehensive income (loss), a component of shareholders’ equity.  Gains and losses related to transactions denominated in a currency other than the functional currency of the countries in which the Company operates and short-term intercompany accounts are included in other income (expense) in the consolidated statements of income.

Revenue Recognition

The Company derives a majority of its operating revenue from its annually renewable services, which include the performance tracking services, subscription-based educational services and Market Guide.subscription-based and annual contracts of Ticker.  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.  The Company provides subscription-based educational services to clients generally under annual service contracts over a twelve-month period and publishes healthcare market information for its clients through its Market Guide generallyTicker on an annual or monthly basis.  The Company also derives revenue from its custom and other research projects.

  Sales taxes collected from customers and remitted to governmental authorities are accounted for on a net basis and, therefore, are excluded from revenue in the consolidated statements of income.


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The Company recognizes revenue from its performance tracking services and its custom and other research projects using the proportional performance 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 Company recognizes revenue based on output measures or key milestones such as survey set up, survey mailings, survey returns and reporting.  The Company measures its progress based on the level of completion of these output measures and recognizes the revenue related to output measures.  Losses expected to be incurred, if any, on jobs in progress are charged to income as soon as such losses are known.  Revenue earned on contracts in progress in excess of billings is classified as a current asset.  Amounts billed in excess of revenue earned are classified as a current liability.  Client projects are generally completed within a twelve-month period.

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The Company recognizes subscription-based educational service revenue over the period of time the service is provided.  Generally, the subscription periods are for twelve months and revenue is recognized equally over the subscription period.

The Company recognizes revenue on Market GuideTicker contracts upon its delivery to the principal customers.  TheRevenue under some annual contracts which do not include monthly updates is fully recognized upon delivery, typically in the third quarter of the year.  Starting in May 2008, the Company defersadded subscription-based services, the revenue from which is generally recognized on a monthly basis over a twelve-month period.  Until September 2008, the Company deferred costs of preparing the survey data for Market Guide.Ticker and expensed these at the time the annual contract revenue was recognized.  These costs are primarily incremental external direct costs solely related to fulfilling the Company’s obligations under Market GuideTicker contracts.  The Company expensesBeginning in October 2008, these deferred costs at the time revenue is recognized. The Company monitors and assesses the recoverability of the deferred direct costs based on contracted revenue and whenever changes in circumstances warrant such assessment.are expensed monthly as incurred.  The Company generates additional revenue from incidental customers subsequent to the completion of each monthly edition.  Revenue and costs for these subsequent services are recognized as the customization services are performed and completed.

Trade Accounts Receivable

Trade accounts receivable are recorded at the invoiced amount.  The allowance for doubtful accounts is the Company’s best estimate of the amount of probable credit losses in the Company’s existing accounts receivable.  The Company determines the allowance based on specific account analysis and on the Company’s historical write-off experience.  The Company reviews the allowance for doubtful accounts monthly.

  Past due balances over 90 days and over a specified amount are reviewed individually for collectability and provisions are made for accounts not specifically reviewed.  Account balances are charged off against the allowance after all means of collection have been exhausted and the potential for recovery is considered remote.

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.

For costs of software developed for internal use, the Company expenses computer software costs as incurred in the preliminary project stage, which involves the conceptual formulation, evaluation and selection of technology alternatives.  Costs incurred related to the design, coding, installation and testing of software during the application project stage are capitalized.  Costs for training and application maintenance are expensed as incurred.  The Company has capitalized approximately $511,000, $803,000$450,000, $493,000 and $680,000,$511,000, of internal and external costs incurred for the development of internal use software for the years ended December 31, 2007, 20062009, 2008 and 2005,2007, respectively, with such costs classified as property and equipment.


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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.  The Company uses the straight-line method of depreciation and amortization over estimated useful lives of five to ten years for furniture and fixtures,equipment, three to five years for computer equipment, three to five years for capitalized software, and fifteenten to forty years for the Company’s office building.

building and related improvements.

Impairment of Long-Lived Assets

In accordance with Statement of Financial Accounting Standards (“SFAS”) No. 144,Accounting for the Impairment or Disposal of Long-Lived Assets, the

The Company monitors events and changes in circumstances that may require the Company to review the carrying value of its long-lived assets.  The Company assesses the recoverabilitywhether an impairment of its long-lived assets based on estimatedheld and used may have occurred using undiscounted future operating cash flows.  Impairments, if they occur, are measured using the fair value of the assets.  The assessment of the recoverability of long-lived assets willmay be adversely impacted if estimated future operating cash flows are not achieved.

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The Company assesses the impairment of long-lived assets whenever events or changes in circumstances indicate that the carrying value of such assets may not be recoverable.  ManagementAmong others, management believes the following circumstances are important indicators of potential impairment of such assets and as a result may trigger an impairment review:

Significant underperformance in comparison to historical or projected operating results;

Significant changes in the manner or use of acquired assets or the Company’s overall strategy;
·Significant underperformance in comparison to historical or projected operating results;

Significant negative trends in the Company’s industry or the overall economy;

A significant decline in the market price for the Company’s common stock for a sustained period; and
·Significant changes in the manner or use of acquired assets or the Company’s overall strategy;

The Company's market capitalization falling below the book value of the Company’s net assets.

·Significant negative trends in the Company’s industry or the overall economy;
·A significant decline in the market price for the Company’s common stock for a sustained period; and
·The Company’s market capitalization falling below the book value of the Company’s net assets.
Goodwill and Intangible Assets

Intangible assets include customer relationships, trade namenames and goodwill.  Customer relationships are being amortized over periods of five to fifteen years.  One of the trade names is being amortized over a period of ten years.  The other trade name is indefinite lived.  Goodwill represents the difference between the purchase price paid in acquisitions, using the purchase method of accounting, and the fair value of the net assets acquired.

Goodwill and intangible assets acquired in a purchase business combination and determined to have an indefinite useful life are not amortized, but instead are tested for impairment at least annually in accordance with the provisions of SFAS No. 142,Goodwill and Other Intangible Assets..  Intangible assets with estimable useful lives are amortized over their respective estimated useful lives to their estimated residual values and reviewed for impairment in accordance with SFAS No. 144.impairment.

All of the Company’s goodwill is allocated to onefive of its six reporting unit, the healthcare services business.units.  As of December 31, 2007,2009, the Company has net goodwill of $31$39.9 million.  As of October 1 of each year (or more frequently as changes in circumstances indicate), the Company evaluatestests goodwill for impairment using level 3 inputs as defined in the estimated fair value hierarchy.  Refer to Note 1, Fair Value Measurements, for the definition of the Company’s goodwill.levels in the fair value hierarchy.  The inputs used to calculate the fair value included the projected cash flows and a discount rate that the Company estimated would be used by a market participant in valuing these assets.  On these evaluation dates, to the extent that the carrying value of the net assets of the Company’s reporting unitunits having goodwill is greater than the estimated fair value, impairment charges will be recorded. The Company’s analysis has not resulted in the recognition of an impairment loss on goodwill in 2007, 2006 or 2005.

Investments in Marketable Debt Securities

All marketable debt securities held by the Company at December 31, 2007determined and 2006, were classified as available-for-sale and recorded at fair market value. Unrealized holding gains and losses, net of the related tax effect, on available-for-sale securities are reported as other comprehensive income or loss. Realized gains and losses from the sale of available-for-sale securities are determined on a specific-identification basis. Fair values are estimatedmeasured based on quoted market prices. Interest income is recognized when earned.

A decline in the marketestimated fair value of any available-for-sale security below cost that is deemedgoodwill as compared to be other-than-temporary results in a reduction inits carrying amount to fair value. The impairment is charged to earnings and a new cost basis for the security is established. To determine whether an impairment is other-than-temporary, the Company considers whether it has the ability and intent to hold the investment until a market price recovery and considers whether evidence indicating the cost of the investment is recoverable outweighs evidence to the contrary. Evidence considered in this assessment includes the reasons for the impairment, the


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severity and duration of the impairment, changes in value subsequent to year-end, and forecasted performance of the investee. The Company’s analysis has not resulted in the recognition of an impairment loss on investments in 2007, 2006 or 2005.


Income Taxes

The Company uses the asset and liability method of accounting for income taxes.  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 basis 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.

Share-Based Compensation

Effective January 1, 2006,  The Company uses the deferral method of accounting for its investment tax credits related to state tax incentives.   During the years ended December 31, 2009, 2008 and 2007, the Company adopted SFAS No. 123Rrecorded income tax benefits relating to these tax credits of $189,000, $0, and $0.

The Company recognizes the effect of income tax positions only if those positions are more likely than not of being sustained.  Recognized income tax positions are measured at the largest amount that is greater than 50% likely of being realized.  Changes in recognition or measurement are reflected in the period in which the change in judgment occurs.
The Company had an unrecognized tax benefit at December 31, 2009 of $541,000, excluding interest of $3,000 and no penalties.  Of this amount $78,000 represents the net unrecognized tax benefits that, if recognized, would favorably impact the effective income tax rate.  The Company accrues interest and penalties related to uncertain tax position in the statements of income as income tax expense.  The Company is not subject to tax examinations for years prior to 2006 in the U.S. and 2005 in Canada.

Share-Based Payment (“SFAS No. 123R”) under the modified version of the prospective transition method. Under the modified prospective transition method,Compensation
The Company measures and recognizes compensation costexpense for all share-based payments.  The compensation expense is recognized on or after the required effective date for the portion of the outstanding awards for which the requisite service has not yet been rendered, based on the grant dategrant-date fair value of those awards calculated under SFAS No. 123R for either recognition or pro forma disclosures.awards.  All of the Company’s existing stock option awards and non-vested stock awards have been determined to be equity awards in accordance with SFAS No. 123R. There was no cumulative effect of initially adopting SFAS No. 123R.

The Company currently intends that shares of common stock issued upon the exercise of options will be newly-issued shares. No share-based compensation costs were capitalized for the twelve-month periods ended December 31, 2007 and 2006. equity-classified awards.

Amounts recognized in the financial statements with respect to these plans under SFAS No. 123R are as follows:

2007
2006
(in thousands)(in thousands)
Amounts charged against income,  $1,252 $1,023 
      before income tax benefit  
Amount of related income tax benefit   483  399 


       Total net income impact  $769 $624 


plans:

  
2009
  
2008
  
2007
 
  (In thousands) 
Amounts charged against income, before income tax benefit $619  $1,016  $1,093 
Amount of related income tax benefit  238   391   421 
Total net income impact $381  $625  $672 
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.  Cash equivalents were $2.5 million consisting of U.S. government notes of $1.6 million and money market funds of $930,000 as of December 31, 2009, and $379,000 of money market funds as of December 31, 2008.

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Fair Value Measurements
The Company’s valuation techniques are based on maximizing observable and unobservable inputs and minimizing the use of unobservable inputs when measuring fair value.  Observable inputs reflect readily obtainable data from independent sources, while unobservable inputs reflect the Company’s market assumptions.  The inputs are then classified into the following hierarchy: (1) Level 1 Inputs—quoted prices in active markets for identical assets and liabilities, (2) Level 2 Inputs—observable market-based inputs other than Level 1 inputs, such as quoted prices for similar assets or liabilities in active markets; quoted prices for similar or identical assets or liabilities in markets that are not active; or other inputs that are observable or can be corroborated by observable market data, (3) Level 3 Inputs—unobservable inputs.

As of December 31, 2007, cash equivalents were $194,000 consisting of money market funds.

Fair Value of Financial Instruments

The carrying value of financial instruments included in2009, those assets and liabilities that are measured at fair value on a recurring basis consisted of the following:

  Level 1  Level 2  Level 3 
  (In thousands) 
Money Market Funds $930  $  $ 
U.S. government notes     1,560    
Total $930  $1,560  $ 
The Company believes that the carrying amounts of its other financial instruments, including cash, accounts payable and accrued expenses, approximate their fair value due to the short-term maturities of these instruments.  All non-financial assets and liabilities that are not recognized or disclosed at fair value  in the accompanying consolidated balance sheets approximates theirfinancial statements on a recurring basis, which includes goodwill and non-financial long lived assets, are measured at fair value.

value in certain circumstances (for example, when there is evidence of impairment).  As of December 31, 2009, there was no indication of impairment related to our non-financial assets and liabilities.  Refer to Note 1, Goodwill and Intangible Assets, for further description of the inputs used to measure fair value of goodwill as part of our annual impairment test.

Earnings Per Share

Net income per share has been calculated and presented for “basic” and “diluted” per share data.  Basic net income per share is computed by dividing net income by the weighted average number of common shares outstanding.  Diluted income per share is computed by dividing net income by the weighted average number of common shares adjusted for the dilutive effects of options and restricted stock.  At December 31, 2007, 20062009, 2008 and 2005,2007, the Company had 48,000,247,603, -0- and 9,43948,000 options, respectively, which have been excluded from the diluted net income per share computation because their exercise price exceeds the fair market value.

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The weighted average shares outstanding were calculated as follows:

2007
2006
2005
Common stock   6,849,717  6,836,456  7,037,896 
Dilutive effect of options   131,036  91,885  61,511 
Dilutive effect of restricted stock   30,518  25,623  18,630 



Weighted average shares used for dilutive per  
   share information   7,011,271  6,953,964  7,118,037 



  2009  2008  2007 
  (In thousands) 
Common stock  6,637   6,685   6,850 
Dilutive effect of options  74   131   131 
Dilutive effect of restricted stock  12   15   30 
Weighted average shares used for dilutive per share information  6,723   6,831   7,011 
There are no reconciling items between the Company’s reported net income and net income used in the computation of basic and diluted income per share.

Accumulated


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Comprehensive Income
Comprehensive income consists of net income and other comprehensive income (loss).  Other Comprehensive Income

The components ofcomprehensive income (loss) refers to revenue, expenses, gains and losses that are not included in net income, but rather are recorded directly in stockholder’s equity.  For the years ended December 31, 2009  and 2008 accumulated other comprehensive income were(loss) was $769,000 and ($6,000), respectively,  consisting solely of changes in the cumulative translation adjustment.

Segment Information

The Company has six operating segments that are aggregated into one reporting segment because they have similar economic characteristics and meet the other aggregation criteria within the authoritative guidance on disclosure about enterprise segments.  The six operating segments are as follows:

2007
2006
2005
(in thousands)
Net income, as reported  $6,839 $5,884 $5,236 

Other comprehensive income:
  
     Unrealized gain (loss) from investments:  
          Unrealized gains   7  112  3 
          Related tax (expense) benefit   (3) (44) 1 



              Net   4  68  4 
     Foreign currency translation   569  (9) 76 



Total other comprehensive income   573  59  80 



Comprehensive income  $7,412 $5,943 $5,316 



NRC Picker U.S. and NRC Picker Canada, which each offer renewable performance tracking and improvement services, custom research, best practice improvement services, and a renewable syndicated service; Healthcare Market Guide (Ticker) offers stand-alone market information as well as a comparative performance database to allow 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; Payer Solutions offers functional disease-specific and health status measurement tools; The Governance Institute (TGI) offers subscription-based governance information and educational conferences designed to improve the effectiveness of hospital and healthcare systems by continually strengthening their healthcare boards, medical leadership, and management performance in the United States; and My InnerView (MIV) provides quality and performance improvement solutions to the senior care profession.

Adoption of New Accounting Pronouncements

In February 2006, theJune 2009, FASB issued SFAS No. 155,the Accounting for Certain Hybrid Financial Instruments— An AmendmentStandards Codification™ (“Codification”) as the source of authoritative U.S. generally accepted accounting principles (“GAAP”) recognized by FASB Statements No. 133to be applied by nongovernmental entities.  The Codification supersedes all then-existing non-SEC accounting and 140. SFAS No. 155 amends SFAS No. 133,Accounting for Derivative Instruments and Hedging Activities, and SFAS No. 140,Accounting for Transfer and Servicing of Financial Assets and Extinguishments of Liabilities, and eliminatesreporting standards.  In accordance with the exemption from applying SFAS No. 133Codification, references to interestsaccounting literature in securitized financial assets so that similar itemsthis report are accounted forpresented in plain English.  The Codification did not change GAAP, but reorganizes the same way.literature.  The provisions of SFAS No. 155 areCodification is effective for all financial instruments acquired by a company orstatements issued after the beginning of its first fiscal year that beginsfor interim and annual periods ending after September 15, 2006.2009.  The adoption of SFAS No. 155the Codification has not had no effectan impact on the consolidated financial statements.

Recent Accounting Pronouncements
In March 2006,September 2009, the FASB issued SFAS No. 156,Accountingnew guidance for Servicingrevenue recognition with multiple deliverables, which is effective for revenue arrangements entered into or materially modified in fiscal years beginning on or after June 15, 2010, although early adoption is permitted.  This guidance eliminates the residual method under the current guidance and replaces it with the “relative selling price” method when allocating revenue in a multiple deliverable arrangement.  The selling price for each deliverable shall be determined using vendor specific objective evidence of Financial Assets— An Amendmentselling price, if it exists, otherwise third-party evidence of FASB Statement No. 140. SFAS No. 156 amends SFAS No. 140,Accountingselling price.  If neither exists for Transfers and Servicing of Financial Assets and Extinguishments of Liabilities, and requires that all separately recognized servicing assets and servicing liabilities be initially measured at fair value, if practicable. The provisions of SFAS No. 156 are effective asa deliverable, the vendor shall use its best estimate of the beginningselling price for that deliverable.  After adoption, this guidance will also require expanded qualitative and quantitative disclosures.  As of a company’s first fiscal year that begins after September 15, 2006. The adoption of SFAS No. 156 had no effect on the consolidated financial statements.

In June 2006, the FASB issued FASB Interpretation No. 48 (“FIN 48”),Accounting for Uncertainty in Income Taxes— An Interpretation of FASB Statement No. 109. FIN 48 prescribes a recognition threshold and measurement process for recording in the financial statements uncertain tax positions taken or expected to be taken in a tax return. Additionally, this interpretation provides guidance on the derecognition, classification, accounting in interim periods and disclosure requirements for uncertain tax positions. The provisions of FIN 48 were effective for us on January 1, 2007. The adoption of FIN 48 had no effect on the consolidated financial statements.

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In September 2006, the FASB issued SFAS No. 157,Fair Value Measurements. SFAS No. 157 defines fair value, establishes a framework for measuring fair value in generally accepted accounting principles (GAAP), and expands disclosures about fair value measurements. The provisions of SFAS No. 157 are effective as of the beginning of a company’s first fiscal year that begins after November 15, 2007. ManagementDecember 31, 2009, management believes that adoption of SFAS No. 157this new guidance will not have a material effect on the consolidated financial statements.

In February 2008, the FASB issued FASB Staff Position (FSP) Financial Accounting Standard (FAS) 157-1,Application of FASB Statement No. 157 to FASB Statement No. 13 and Its Related Interpretive Accounting Pronouncements That Address Leasing Transactions, and FSP FAS 157-2,Effective Date of FASB Statement No. 157. FSP FAS 157-1 removes leasing from the scope of SFAS No. 157,Fair Value Measurements. FSP FAS 157-2 delays the effective date of SFAS No. 157 from 2008 to 2009 for all non-financial assets and non-financial liabilities, except those that are recognized or disclosed at fair value in the financial statements on a recurring basis (at least annually). Management believes that adoption of SFAS No. 157-1 and 157-2 will not have a material effect on the consolidated financial statements.

In February 2007, the FASB issued SFAS No. 159,The Fair Value Option for Financial Assets and Financial Liabilities including an amendment of FASB Statement No. 115. This statement permits entities to choose to measure many financial instruments and certain other items at fair value. The provisions of SFAS No. 159 are effective as of the beginning of a company’s first fiscal year that begins after November 15, 2007. Management believes that adoption of SFAS No. 159 will not have a material effect on the consolidated financial statements.

In June 2007, the FASB ratified the consensus reached by the Emerging Issues Task Force (EITF) in EITF Issue No. 07-3,Accounting for Nonrefundable Advance Payments for Goods or Services Received for Use in Future Research and Development Activities (EITF 07-3), which requires that nonrefundable advance payments for goods or services that will be used or rendered for future research and development activities be deferred and amortized over the period that the goods are delivered or the related services are performed, subject to an assessment of recoverability. EITF 07-3 is effective as of the beginning of a company’s first fiscal year that begins after December 15, 2008. Management believes that adoption of EITF 07-3 will not have a material effect on the consolidated financial statements.

In December 2007, the FASB issued SFAS No. 141(R),Business Combinations (“SFAS 141(R)”), which replaces FAS 141. SFAS 141(R) establishes principles and requirements for how an acquirer in a business combination recognizes and measures in its financial statements the identifiable assets acquired, the liabilities assumed, and any controlling interest; recognizes and measures the goodwill acquired in the business combination or a gain from a bargain purchase; and determines what information to disclose to enable users of the financial statements to evaluate the nature and financial effects of the business combination. FAS 141(R) is to be applied prospectively to business combinations for which the acquisition date is on or after an entity’s fiscal year that begins after December 15, 2008. Management will assess the impact of SFAS 141(R) if and when a future acquisition occurs.


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(2)Acquisitions

On May 30, 2006,December 19, 2008, the Company acquired substantially allMy InnerView, Inc. (“MIV”), a leading provider of the assets of TGI Group, LLC, operating as The Governance Institute (“TGI”). TGI provides board members, executive managementquality and physician leaders of hospitals and health systems with knowledge andperformance improvement solutions to successfully confront a wide array of strategic issues. TGI operations have been includedthe senior care profession.  MIV offers resident, family and employee satisfaction measurement and improvement products to the long term-care, assisted and independent living markets in the United States.  MIV works with over 8,000 senior care providers throughout the United States, housing what the Company believes is the largest dataset of senior care satisfaction metrics in the nation.  The acquisition was completed in order to pursue the Company’s consolidated financial statements sincestrategy of expanding additional service offerings to the datehealthcare industry in the United States and Canada.  This acquisition gives the Company a foundation upon which to expand in the senior care profession.  The consideration paid at closing for MIV included a payment of acquisition. The purchase price for TGI was $19.8$11.5 million in cash plusand $440,000 of direct expenses capitalized as purchase price.  The merger agreement under which the assumption of certain liabilities. The Company paid $17.8 million in cash to the seller at closingacquired MIV provided for contingent earn-out payments over three years based on revenue and $1.95 million into an escrow account. The escrow account was released twelve months fromoperating income increases.
In connection with the acquisition date. Thethe Company recorded direct acquisition costs of $305,000.

34


The Company has allocated the following amounts as its preliminary purchase price as follows,allocation, based on the estimated fair value of the assets acquired and liabilities assumed at the date of acquisition:

Fair Value
Current assets  $730,804 
Property and equipment   67,573 
Customer relationships   2,694,000 
Trade name   1,572,000 
Goodwill   18,221,635 

    Total acquired assets   23,286,012 
    Less total liabilities assumed   3,201,691 

     Net assets acquired  $20,084,321 

Of the $22,487,635 of acquired intangible assets, $2,694,000 was assigned to customer relationships and $1,572,000 was assigned to a trade name.

  Fair Value 
  (In thousands) 
Current Assets $1,290 
Property and equipment  846 
Customer relationships  3,003 
Goodwill  8,833 
Other Long Term Assets  581 
Total acquired assets  14,553 
Less total liabilities  2,613 
Net assets acquired $11,940 
The excess of purchase price over the fair value of net assets acquired resulted in the Company recording $18,221,635$8.8 million of goodwill.  The customer relationships acquired intangible asset is being amortized over a useful life of 10 years.  The amortization of customer relationships the trade name and goodwill is expected to be deductiblenon-deductible for tax purposes.

During the year ended December 31, 2009, the Company adjusted the initial purchase price allocation resulting in a net increase to goodwill of $240,000, which was due to additional contingent consideration earned of $795,000, deferred tax adjustments of $630,000, and allowance for doubtful accounts of $75,000.
The following unaudited pro forma information for the Company has been prepared as if the acquisition of TGIMIV had occurred on January 1, 2006.2007.  The information is based on the historical results of the separate companies and may not necessarily be indicative of the results that could have been achieved or of results that may occur in the future.

2006
(In thousands,
except per share
amounts)
(Unaudited )
Revenue  $46,812 
Net income  $6,274 
Earnings per share - basic  $0.92 
Earnings per share - diluted  $0.90 

(3)Investments in Marketable Debt Securities

The Company’s investments in marketable securities are in marketablepro forma adjustments include the impact of depreciation and amortization of property and equipment and intangible assets acquired, interest expense on the acquisition debt, securities classified as obligations of U.S. government agencies. The amortized cost, gross unrealized holding gains and losses and fair valueincome tax benefits for tax effects of the Company’s investment in the obligations of U.S. government agencies as of December 31, 2007foregoing adjustments to depreciation, amortization and 2006, were as follows:

2007
2006

Amortized cost
  $99,714 $1,116,963 
Gross unrealized holding gains   0  2,727 
Gross unrealized holding losses   (217) (9,586)


Fair value  $99,497 $1,110,104 


interest expense.

35


In May 2006, the Company sold $5.6 million of marketable debt securities in advance of their scheduled maturities to partially fund the purchase of TGI. The Company recognized a loss of $46,000 on these securities sold in advance of their scheduled maturities. There were no sales of marketable debt securities in advance of scheduled maturities of available-for-sale marketable debt securities during 2007. The fair value and amortized cost of marketable debt securities at December 31, 2007, by contractual maturity, are shown below. Actual maturities may differ from the contractual maturities because borrowers may have the right to call or prepay obligations with or without call or prepayment penalties.

At December 31, 2007
Fair
Value

Amortized
Cost


Due after three months through one year
  $-- $-- 
Due after one year through five years   99,497  99,714 


   $99,497 $99,714 


Gross unrealized losses on investment securities and the fair value of the related securities, aggregated by investment category and length of time that individual securities have been in a continuous unrealized loss position, at December 31, 2007, were as follows:

Less than 12 months
12 months or more
Total
Unrealized
Losses

Fair
Value

Unrealized
Losses

Fair
Value

Unrealized
Losses

Fair
Value

Available for Sale:              
  Certificate of Deposit   --  -- $(217)$99,497 $(217)$99,497 

The contractual term of this investment does not permit the issuer to settle the security at a price less than the amortized cost of the investment. Because the Company has the ability and intent to hold this investment until a market price recovery or maturity, these investments are not considered other-than-temporarily impaired.

  2008  2007 
  
(In thousands, except per share amounts)
(Unaudited)
 
Revenue $58,008  $54,904 
Net income $7,457  $6,586 
Earnings per share - basic $1.12  $0.96 
Earnings per share - diluted $1.09  $0.94 
(4)(3)Property and Equipment

At December 31, 20072009 and 2006,2008, property and equipment consisted of the following:

2007
2006

Furniture and equipment
  $2,350,644 $2,266,347 
Computer equipment and software   12,788,061  11,312,691 
Building   9,108,247  8,651,441 
Land   425,000  425,000 


    24,671,952  22,655,479 
Less accumulated depreciation and amortization   12,697,923  10,939,546 


Net property and equipment  $11,974,029 $11,715,933 




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  2009  2008 
  (In thousands) 
Furniture and equipment $2,639  $2,536 
Computer equipment and software  16,911   14,467 
Building  9,130   9,108 
Land  425   425 
   29,105   26,536 
Less accumulated depreciation and amortization  15,130   12,789 
Net property and equipment $13,975  $13,747 
(5)(4)Goodwill and Intangible Assets

Goodwill and intangible assets consisted of the following at December 31, 20072009 and 2006:

2007
2006

Goodwill
  $31,051,202 $30,014,337 



Non-amortizing other intangible assets:
  
      Trade name   1,190,559  1,190,559 
Amortizing other intangible assets:  
      Customer related intangibles   4,922,275  4,870,497 
      Trade name   1,572,000  1,572,000 


Total other intangible assets,   7,684,834  7,633,056 
Less accumulated amortization   2,068,924  1,159,412 


Other intangible assets, net  $5,615,910 $6,473,644 


2008:


  2009  2008 
  (In thousands) 
Goodwill $39,924  $39,276 
Non-amortizing other intangible assets:        
Trade name  1,191   1,191 
Amortizing other intangible assets:        
Customer related intangibles  8,174   8,150 
Trade name  1,572   1,572 
Total other intangible assets,  10,937   10,913 
Less accumulated amortization  4,054   2,857 
Other intangible assets, net $6,883  $8,056 
36


The following represents a summary of changes in the Company’s carrying amount of goodwill for the years ended December 31, 2009, 2008, and 2007:
  (In thousands) 
Balance as of December 31, 2006 $30,014 
Smaller World additional payment for contingent consideration  652 
Foreign currency translation  385 
Balance as of December 31, 2007 $31,051 
MIV acquisition  8,833 
Foreign currency translation  (608)
Balance as of December 31, 2008 $39,276 
Foreign currency translation  408 
MIV deferred tax adjustments  (630)
MIV allowance for doubtful accounts  75 
MIV contingent consideration earned  795 
Balance as of December 31, 2009 $39,924 

The merger agreement under which the Company acquired MIV provided for contingent earn-out payments over three years based on growth in revenue and earnings.  As of December 31, 2009, a contingent earn-out payment of $795,000 was accrued, which was then paid in February 2010.
During 2007, an additional payment was made to Smaller World Communications for contingent consideration in accordance with the purchase agreement.  The purchase agreement included two scheduled payments of additional purchase price in 2006 and 2006:

Balance as of January 1, 2006  $11,483,401 
GHS adjustment - deferred taxes   257,001 
TGI acquisition   18,221,635 
Smaller World additional payment   52,068 
Foreign currency translation   232 

Balance as of December 31, 2006  $30,014,337 
Smaller World additional payment   651,725 
Foreign currency translation   385,140 

Balance as of December 31, 2007  $31,051,202 

2008 of $536,000 and $714,000 respectively, as a result of meeting certain revenue goals.

On April 1, 2008, approximately 10 customer contracts were purchased from SQ Strategies for $249,000.  The change in the carrying amountrecording of goodwill andthis purchase increased customer related intangibles by $260,000 and deferred revenues by $11,000.
Aggregate amortization expense for customer related intangibles and trade names for the year ended December 31, 2007, included the impact of the foreign currency translation and the additional purchase price for the Smaller World acquisition. Customer related intangibles consisted of customer relationships and surveys, which are being amortized over their estimated useful lives of five to fifteen years. Aggregate amortization expense for customer relationships/surveys for the year ended December 31, 2007,2009, was $864,000.$1.2 million.  Estimated amortization expense for the next five years is: 2010—$1.2 million; 2011—$1.1 million; 2012—$836,000; 2013—$572,000; 2014—$543,000; thereafter $1.5 million.
(5)           Income Taxes
For the years ended December 31, 2009, 2008, — $805,000; 2009 — $795,000; 2010 — $795,000; 2011 — $766,000; 2012 — $470,000.

and 2007, income before income taxes consists of the following:
  2009  2008  2007 
          
U.S. Operations $11,497  $10,406  $9,664 
Foreign Operations  1,620   1,577   1,453 
  $13,117  $11,983  $11,117 
37



37


(6)Income Taxes

Income tax expense consisted of the following components:

Current
Deferred
Total
2007:        
Federal  $2,971,325 $65,159 $3,036,484 
Foreign   587,658  (20,870) 566,788 
State   602,751  72,349  675,100 



     Total  $4,161,734 $116,638 $4,278,372 




2006:
  
Federal  $2,683,441 $109,575 $2,793,016 
Foreign   234,340  (20,929) 213,411 
State   604,718  10,542  615,260 



     Total  $3,522,499 $99,188 $3,621,687 




2005:
  
Federal  $2,231,717 $238,868 $2,470,585 
Foreign   286,573  (18,894) 267,679 
State   494,669  45,437  540,106 



     Total  $3,012,959 $265,411 $3,278,370 



  Current  Deferred  Total 
2009:
         
Federal $2,433  $1,109  $3,542 
Foreign  532   3   535 
State  (21)  570   549 
Total $2,944  $1,682  $4,626 
2008:
            
Federal $2,963  $350  $3,313 
Foreign  549   (5)  544 
State  596   85   681 
Total $4,108  $430  $4,538 
2007:
            
Federal $2,971  $65  $3,036 
Foreign  588   (21)  567 
State  603   72   675 
Total $4,162  $116  $4,278 

The difference between the Company’s income tax expense as reported in the accompanying consolidated financial statements and the income tax expense that which would be calculated applying the U.S. federal income tax rate of 34% on pretax income was as follows:

2007
2006
2005

Expected federal income taxes
  $3,779,911 $3,231,957 $2,894,917 
Foreign tax rate differential   30,966  23,492  30,674 
State income taxes, net of federal benefit and credits   445,567  406,072  356,470 
Tax credits and incentives   (51,488) (36,938) (34,980)
Other   73,416  (2,896) 31,289 



     Total  $4,278,372 $3,621,687 $3,278,370 



  2009  2008  2007 
          
Expected federal income taxes $4,460  $4,074  $3,780 
Foreign tax rate differential  (16)  (8)  31 
State income taxes, net of federal benefit and state tax credits  362   449   446 
Federal tax credits  (183)  (51)  (51)
Uncertain tax positions  27       
Valuation allowance  18       
Other  (42)  74   73 
Total $4,626  $4,538  $4,278 
38





38


Deferred tax assets and liabilities at December 31, 20072009 and 2006,2008, were comprised of the following:

2007
2006
Deferred tax assets:      
   Allowance for doubtful accounts  $27,383 $17,278 
   Accrued expenses   204,280  186,523 
   Stock based compensation   827,523  389,530 
   Other   --  34,784 


     Gross deferred tax assets   1,059,186  628,115 

Deferred tax liabilities:
  
   Prepaid expenses   164,652  147,635 
   Basis in property and equipment   985,066  1,109,895 
   Intangible assets   1,958,647  1,309,998 
   Other  
    9,904  -- 
     Gross deferred tax liabilities   3,118,269  2,567,528 


     Net deferred tax liabilities  $(2,059,083)$(1,939,413)


The Company did not record a valuation allowance for its

  2009  2008 
Deferred tax assets:      
Allowance for doubtful accounts $105  $93 
Accrued expenses  248   231 
Share based compensation  1,034   892 
Other     83 
Gross deferred tax assets  1,387   1,299 
Less Valuation Allowance  (47)   
Deferred tax assets  1,340   1,299 
         
Deferred tax liabilities:        
Prepaid expenses  188   243 
Property and equipment  1,602   1,263 
Intangible assets  4,282   3,762 
Other  296    
Deferred tax liabilities  6,368   5,268 
Net deferred tax liabilities $(5,028) $(3,969)

In assessing the realizablility of deferred tax assets, because management believes thatthe Company considers whether it is more likely than not that some portion or all of the deferred tax assets will not be realized.  The ultimate realization of deferred tax assets is dependent upon the generation of future taxable income during the periods in which those temporary differences become deductible.  The Company considers projected future taxable income, carryback opportunities and tax planning strategies in making this assessment.  Based upon the level of historical taxable income and projections for future taxable income over the periods which the deferred tax assets are deductible, the Company believes it is more likely than not that it will generate sufficient taxablerealize the benefits of these deductible differences, net of the valuation allowance recorded.  The net impact on income tax expense related to fully realize these deferredchanges in the valuation allowance for 2009 and 2008 were $18,000 and $0, respectively.  The current year change relates to increases to the valuation allowance for capital loss carryforwards.

The Company has capital loss carryforwards of $123,000 which will begin to expire in 2010.  A total of $76,000 of the capital loss carryforwards relate to the pre-acquisition periods of acquired companies.  The Company has provided a $47,000 valuation allowance against the tax benefits.

benefit associated with the capital loss carryforwards.


The undistributed foreign earnings of the Company’s foreign subsidiary of approximately $2.4$4.1 million are considered to be indefinitely reinvested.  Accordingly, no provision for U.S. federal and state income taxes or foreign withholding taxes have been provided for such undistributed earnings.  It is impractical to determine the additional income tax liability, if any, associated with the repatriation of undistributed earnings.


Effective January 1, 2007, the Company adopted guidance regarding accounting for uncertainty in income taxes.  This accounting standards adoption had no impact on the Company.  The unrecognized tax benefit at December 31, 2009 was $541,000, excluding interest of $3,000 and no penalties.  Of this amount $78,000 represents the net unrecognized tax benefits that, if recognized, would favorably impact the effective income tax rate.

The Company accrues interest and penalties related to uncertain tax position in the statements of income as income tax expense.

39


The Company believes it is reasonably possible that the total amount of unrecognized tax benefits will not decrease within the next 12 months.

The change in the unrecognized tax benefits for 2009 is as follows.  There was no change in unrecognized tax benefits during 2008.
  (In thousands) 
Balance of unrecognized tax benefits at December 31, 2008 $ 
Increases for tax positions established during prior years
  509 
Increases for tax positions established for the current period  32 
Balance of unrecognized tax benefits at December 31, 2009 $541 

The Company files a U.S. federal income tax return, various state jurisdictions and a Canada federal and provincial income tax return.  The 2006 to 2009 U.S. federal and state returns remain open to examination.  The 2005 to 2009 Canada federal and provincial income tax returns remain open to examination.

(7)(6)Notes Payable

Notes payable consisted of the following:

2007
2006
Note payable to US Bank, interest 7.21% fixed rate,      
   scheduled principal payment ranging from $88,000 - $94,000,  
   final payment of interest and principal due May 31, 2013,  
   secured by land, building, accounts receivable and  
   intangibles   2,993,352  8,697,973 
Credit facility with US Bank, subject to borrowing base of 75%  
   of eligible accounts receivable, matures July 31, 2008,  
   maximum available $3.5 million   --  2,395,000 


Total Notes Payable   2,993,352  11,092,973 
Less current portion   1,092,754  3,110,106 


Note payable, net of current portion  $1,900,598 $7,982,867 


  2009  2008 
  (In thousands) 
Note payable to US Bank, interest 5.2% fixed rate, 35 scheduled principal and interest payments of $97,000, final balloon payment of interest and principal due December 31, 2011, secured by land, building, accounts receivable and intangible assets.  7,659   9,000 
Revolving credit note with US Bank, subject to borrowing base of 75% of eligible accounts receivable, matures July 31, 2010, maximum available $6.5 million     3,850 
Capital leases  60   90 
Other debt     15 
Total notes payable  7,719   12,955 
Less current portion  816   4,581 
Note payable, net of current portion $6,903  $8,374 

On May 26, 2006, the Company entered into a credit facility pursuant to which it borrowed $9.0 million under a term note and $3.5 million under a revolving credit note in order to partially finance the acquisition of TGI.  The term note is payable pursuant towas refinanced on February 25, 2008, for the credit facility in 83 equal installmentsremaining balance of $106,000, with the balanceterm note of $1.6 million.  The refinanced term note required payments of principal and interest payable on Mayin 17 monthly installments of $93,000 beginning March 31, 2013.2008, and ending August 31, 2009.   Borrowings under the refinanced term note bearbore interest at aan annual rate of 7.21% per year.5.14%.  The revolving creditCompany made additional payments and paid off the term note provides a revolving credit facility that matures on July 31,in October 2008.

The maximum aggregate amount available under the revolving credit facilitynote was originally $3.5 million, but an addendum to the revolving credit note dated March 26, 2008, changed the revolving credit note amount to $6.5 million.  The revolving credit note was renewed in July 2009 to extend the term to July 31, 2010.  The Company may borrow, repay and re-borrow amounts under the revolving credit note from time to time until its maturity on July 31, 2010.  The maximum aggregate amount available under the revolving credit note is $3.5$6.5 million, subject to a borrowing base equal to 75% of the Company’s eligible accounts receivable.  The Company may borrow, repay and reborrow amounts under the revolving credit facility from time to time until its maturity on July 31, 2008. Borrowings under the revolving credit facilitynote bear interest at a variable rate equal to (1) prime (as defined in the credit facility) less 0.50%, or (2) one-, two-, three-, six- or twelve-month LIBOR.  As of December 31, 2007,2009, the revolving credit note did not have a balance.  According to borrowing base requirements, the Company had no borrowings outstandingthe capacity to borrow $4.2 million as of December 31, 2009.

40


On December 19, 2008, the Company borrowed $9.0 million under a term note to partially finance the acquisition of MIV.  The term note is payable in 35 equal installments of $97,000, with the balance of principal and interest payable in a balloon payment due on December 31, 2011.  Borrowings under the revolving credit note. Monthly installmentterm note bear interest at a rate of 5.2% per year.  In 2009, the Company made principal payments, were madein addition to the monthly installments, on the term note in accordance with the credit facility. Also, additional pay downs on the loan were made with no prepayment penalties.

39


totaling $650,000.

The credit facilityterm note is secured by certain of the Company’s assets, including the Company’s land, building, accounts receivable and intangibles.intangible assets.  The credit facilityterm note contains various restrictions and covenants applicable to the Company, including requirements that the Company maintain certain financial ratios at prescribed levels and restrictions on the ability of the Company to consolidate or merge, create liens, incur additional indebtedness or dispose of assets.

  As of December 31, 2009, the Company was in compliance with these restrictions and covenants.

Debt acquired through the MIV acquisition included $90,000 in capital leases.   The capital leases are for production and mailing equipment meeting capitalization requirements where the lease term exceeds more than 75% of the estimated useful life.  The equipment is being depreciated over the lease term of 4.25 years ending in 2011.
The aggregate maturities of the note payable and credit facility for each of the five years subsequent to December 31, 2007,2009, are: 2008 — $1,093,000; 2009 — $1,174,000; 2010 — $726,000; 2011 — $0; and 2012 — $0.

  
Total
Payments
  2010  2011  2012  2013  2014 
(In thousands)                  
Notes payable $7,659  $783  $6,876  $  $  $ 
(8)(7)Stock Option PlansShare-Based Compensation

The Company measures and recognizes compensation expense for all share-based payments.  The compensation expense is recognized based on the grant-date fair value of those awards.  All of the Company’s existing stock option awards and non-vested stock awards have been determined to be equity–classified awards.
In August 2001, the Board of Directors adopted, and on May 1, 2002, the Company’s shareholders approved, the National Research Corporation 2001 Equity Incentive Plan (“2001 Equity Incentive Plan”).  The 2001 Equity Incentive Plan provides for the granting of stock options, stock appreciation rights, restricted stock, performance shares and other share-based awards and benefits up to an aggregate of 600,000 shares of the Company’s common stock.  Options granted may be either nonqualified or incentive stock options.  Options vest over one to five years following the date of grant and option terms are generally five to ten years following the date of grant.   At December 31, 2007,2009, there were 51,33278,417 shares available for issuance pursuant to future grants under the 2001 Equity Incentive Plan.  The Company has accounted for grants of 548,668521,583 options under the 2001 Equity Incentive Plan using the date of grant as the measurement date for financial accounting purposes.

In May 2004, the Board of Directors adopted, and on May 5, 2005, the Company’s shareholders approved the


41


The National Research Corporation 2004 Director Plan (the “2004 Director Plan”). The 2004 Director Plan is a nonqualified plan that provides for the granting of options with respect to 250,000 shares of the Company’s common stock.  The 2004 Director Plan provides for grants of nonqualified options to each director of the Company who is not employed by the Company.  In May 2004,On the date of each such director was granted an optionannual meeting of shareholders of the Company, options to purchase 11,00012,000 shares of the Company’s common stock. On the date of each subsequent Annual Meeting of Shareholders of the Company, each such director, ifstock are granted to directors that are re-elected or retained as a director at such meeting, is granted an optionmeeting.  On May 7, 2009, the Board of Directors amended the plan to purchase 12,000increase the number of shares of common stock authorized for issuance under the plan from 250,000 to 550,000 shares, subject to approval of the Company’s common stock.shareholders at the 2010 annual meeting of shareholders.  The grants of options to directors on the date of the 2009 annual meeting of shareholders was also made subject to approval of the Company’s shareholders at the 2010 annual meeting of shareholders.  Given the ownership by the CEO and grantor retained annuity trusts that he established in February 2010, approval will be perfunctory.  Options vest one year following the date of grant and option terms are generally ten years following the date of grant, or three years in the case of termination of the outside director.director’s service.  At December 31, 2007,2009, pending shareholder approval of the increased number of shares at the 2010 annual meeting of shareholders, there were 73,000will be 277,000 shares available for issuance pursuant to future grants under the 2004 Director Plan. The Company has accounted for grants of 177,000 options under the 2004 Director Plan using the date of grant as the measurement date for financial accounting purposes.


In February 2006, the Board of Directors adopted, and on May 4, 2006, the Company’s shareholders approved the National Research Corporation 2006 Equity Incentive Plan (the “2006 Equity Incentive Plan”).  The 2006 Equity Incentive Plan provides for the granting of options, stock appreciation rights, restricted stock, performance shares and other share-based awards and benefits up to an aggregate of 600,000 shares of the Company’s common stock.  Options granted may be either incentive stock options or nonqualified stock options.  Vesting terms vary with each grant, and option terms are generally five to ten years.  Options vest over one to five years following the date of grant and options terms are generally five to ten years following the date of grant.   At December 31, 2007,2009, there were 533,542427,057 shares available for issuance pursuant to future grants under the 2006 Equity Incentive Plan.  The Company has accounted for grants of 66,458172,943 options under the 2006 Equity Incentive Plan using the date of grant as the measurement date for financial accounting purposes.

The Company granted options to purchase 131,382, 128,862102,739, 118,475 and 130,688131,382 shares of the Company’s common stock during the years ended December 31, 2007, 20062009, 2008 and 2005,2007, respectively.  Options to purchase shares of common stock were granted with exercise prices equal to the fair value of the common stock on the date of grant.  The fair value of stock options granted was estimated using a Black-Scholes valuation model with the following assumptions:

40


2007
2006
2005
Expected dividend yield at date of grant1.76-1.92%1.77-1.86%1.90-2.25%
Expected stock price volatility22.7-29.9%25.0-39.0%38.4-46.3%
Risk-free interest rate4.54-4.59%4.41-4.90%3.60-4.17%
Expected life of options (in years)4.00 to 6.004.00 to 6.003.75 to 6.00

  2009 2008 2007
       
Expected dividend yield at date of grant 1.93-2.35% 1.87-2.11% 1.76-1.92%
Expected stock price volatility 24.2 to 30.2% 21.1-24.2% 22.7-29.9%
Risk-free interest rate 1.55% to2.15% 3.18% 4.54-4.59%
Expected life of options (in years) 4.00 to 6.00 4.00 to 6.00 4.00 to 6.00

The risk-free interest rate assumptions were based on the U.S. Treasury yield curve in effect at the time of the grant.  The expected volatility was based on historical monthly price changes of the Company’s stock based on the expected life of the options at the date of grant.  The expected life of options is the average number of years the Company estimates that options will be outstanding.  The Company considers groups of associates that have similar historical exercise behavior separately for valuation purposes.

The following table summarizes stock option activity under the Company’s 2001 and 2006 Equity Incentive Plans and the 2004 Director Plan for the year ended December 31, 2006:

Number of
Options

Weighted
Average
Exercise
Price

Weighted
Average
Remaining
Contractual
Terms (Years)

Aggregate
Intrinsic
Value

Outstanding at beginning of period475,666$15.16----
Granted131,382$23.67----
Exercised  (22,829)$14.88----
Canceled/expired  (44,559)$17.57----

Outstanding at end of period539,660$17.047.14$5,374,462

Exercisable at end of period116,341$18.007.14$1,047,602

2009:


42


  
Number of
 Options
  
Weighted
Average
Exercise 
Price
  
Weighted
Average
Remaining
Contractual
Terms (Years)
  
Aggregate
Intrinsic 
Value
(In
thousands)
 
Outstanding at beginning of period  492,431  $20.77       
Granted  102,739  $27.91       
Exercised  (2,023) $8.69       
Canceled/expired  (15,325) $21.73       
Outstanding at end of period  577,822  $22.06   6.74  $1,221 
Exercisable at end of period  265,959  $20.26   5.78  $855 
The weighted average grant date fair value of stock options granted during the years ended December 31, 2009, 2008 and 2007, 2006was $5.72, $5.67 and 2005, was $6.39, $6.02 and $4.97, respectively.  The total intrinsic value of stock options exercised during the years ended December 31, 2009, 2008 and 2007, 2006 and 2005, was $239,000, $1$28,000, $2.3 million and $211,000,$239,000, respectively.  As of December 31, 2007,2009, the total unrecognized compensation cost related to non-vested stock option awards was approximately $1.1 million,$810,000, which was expected to be recognized over a weighted average period of 2.64 years.

Cash received from stock options exercised for the years ended December 31, 2009, 2008 and 2007, 2006was $18,000, $1.9 million, and 2005, was $338,000, $926,000, and $254,000, respectively.  The actual tax benefit realized for the tax deduction from stock options exercised was $92,000, $405,000$11,000, $743,000 and $84,000,$92,000, for the years ended December 31, 2009, 2008 and 2007, 2006respectively.
During 2009, 2008 and 2005, respectively.

During 2007, 2006 and 2005, the Company granted 32,115, 13,218-0-, -0- and 27,27832,115 non-vested shares of common stock under the 2001 Equity Incentive Plan.  As of December 31, 2007,2009, the Company had 66,18321,956 non-vested shares of common stock outstanding under the plan.Plan.  These shares vest over one to five years following the date of grant and holders thereof are entitled to receive dividends from the date of grant, whether or not vested.  The fair value of the awards is calculated as the fair market value of the shares on the date of grant.   The Company recognized $436,820, $168,466$178,000, $220,000 and $112,221$437,000 of non-cash compensation for the years ended December 31, 2007, 20062009, 2008 and 2005,2007, respectively, related to this non-vested stock.

41


The following table summarizes information regarding non-vested stock granted to associates under the 2001 Equity Incentive Plan for the year ended December 31, 2006.

Shares
Outstanding

Weighted Average
Grant Date Fair Value
Per Share($)

Outstanding at beginning of period49,720$15.45
Granted32,115$23.54
Vested  (6,543)$17.83
Forfeited  (9,109)$11.00

Outstanding at end of period66,183$19.75

The total intrinsic value of non-vested stock awards vested during the years ended December 31, 2007, 2006 and 2005, was $167,000, $147,000 and $40,000, respectively. 2009:

  
Shares
Outstanding
  
Weighted Average
Grant Date Fair
Value Per Share
 
Outstanding at beginning of period  36,502  $21.62 
Granted      
Vested  (10,645) $23.49 
Forfeited  (3,901) $16.15 
Outstanding at end of  period  21,956  $21.68 

As of December 31, 2007,2009, the total unrecognized compensation cost related to non-vested stock awards was approximately $695,000$105,000 and is expected to be recognized over a weighted average period of 2.321.73 years.

In periods prior to January 1, 2006, the Company applied the intrinsic value based method of APB Opinion No. 25,Accounting for Stock Issued to Employees, and related interpretations to account for its fixed-plan stock options. Under this method, no compensation expense was reflected in net income as all options granted had an exercise price equal to the fair value of common stock on the date of grant. The following table illustrates the effect on the Company’s net income and earnings per share for the year ended December 31, 2005, if compensation expense had been recorded in net income under the fair-value-based method in accordance SFAS No. 123R.

2005
(in thousands, except
per share amounts)
Net income:    
As reported  $5,236 
Less: Total share-based compensation expense determined  
        under the fair value method for all awards, net  
        of tax   (341)

Pro forma  $4,895 


Earnings per share:
  
    Basic, as reported  $0.74 
    Basic, pro forma  $0.70 
    Diluted, as reported  $0.74 
    Diluted, pro forma  $0.69 

(9)(8)Leases

The Company leases printing equipment and services in the United States, and office space in Canada, Wisconsin and California.  The Company has recorded rent expense of $626,000, $607,000 and $475,000 $386,000in 2009, 2008 and $277,000 in 2007, 2006 and 2005, respectively.  Minimum lease payments under noncancelablenon-cancelable operating leases and capital leases are:

43

Minimum lease payments 
Total
Payments
  2010  2011  2012  2013  2014 
(In thousands)                  
Operating leases $1,600  $524  $459  $432  $175  $10 
Capital leases  65   37   28          
Total $1,665  $561  $487  $432  $175  $10 
The capital leases are for eachproduction and mailing equipment.  Total minimum lease payments remaining are $65,000, with $5,000 representing interest as of December 31, 2009.  The present value of the five years subsequent tofuture minimum lease payments are $60,000 less current maturities of $33,000.  Long-term obligations under capital leases total $27,000 as of December 31, 2007 are: 2008 — $463,000; 2009 — $391,000; 2010 — $84,000; 2011 — $-0-; 2012 — $-0-.

2009.
(10)(9)Related Party

A Board member of the Company also serves as a director of the Picker Institute.  The Company advanced $300,000 in each of 2004 and 2003 to the Picker Institute to fund designated research projectsprojects.  The advance was fully used by December 31, 2008.  $171,000 and $175,000 and $254,000 was expensed on research work during 2008 and 2007, and 2006, respectively. In addition,
A Board member of the Company is a party to a support services agreementalso serves as an officer of Ameritas Life Insurance Corp.  In connection with the Picker Institute underCompany’s regular assessment of its insurance-based associate benefits and the costs associated therewith, which is conducted by an independent insurance broker, in 2007 the Company conductsbegan purchasing dental insurance for certain of its associates from Ameritas Life Insurance Corp. and, in 2009, the annual NRC Picker Symposium. Under the support services agreement, the Picker Institute receives a portionCompany also began purchasing vision insurance for certain of the gross receiptsits associates from Ameritas Life Insurance Corp.  The total value of each symposium, which amounted to approximately $15,000these purchases was $113,000, $79,000 and $65,000 in 2009, 2008 and 2007 $12,000 in 2006 and $15,000 in 2005.

42


respectively.
(11)(10)Associate Benefits

The Company sponsors a qualified 401(k) plan covering substantially all associates with no eligibility service requirement.  Under the 401(k) plan, the Company matches 25% of the first 6% of compensation contributed by each associate.  Employer contributions, which are discretionary, vest to participants at a rate of 20% per year.  The Company contributed $151,000, $151,000 and $127,000 in 2009, 2008 and $124,000 in 2007, and 2006, respectively, as a matching percentage of associate 401(k) contributions. No contributions were made by the Company in 2005.

(12)Subsequent Events

In February 2006, the Company’s Board of Directors authorized a stock repurchase plan providing for the repurchase of an additional 750,000 shares. The plan has no expiration date.

Subsequent to December 31, 2007, the Company has repurchased 263,013 shares of common stock at an approximate cost of $6.6 million and an average per share price of $24.91.

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

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

Not applicable.

Item 9A.Controls and Procedures

Item 9A.Controls and Procedures

In accordance with Rule 13a-15(b) of the Securities Exchange Act of 1934 (the “Exchange Act”), the Company’s management evaluated, with the participation of the Company’s Chief Executive Officer and the Company’s Chief Financial Officer, the effectiveness of the design and operation of the Company’s disclosure controls and procedures (as defined in Rule 13a-15(e) and 15d-15(e) under the Exchange Act) as of December 31, 2007.2009.  Based upon their evaluation of these disclosure controls and procedures, the Chief Executive Officer and the Chief Financial Officer concluded that the disclosure controls and procedures were effective as of December 31, 2007.

2009.


44


The Company’s management is responsible for establishing and maintaining adequate internal control over financial reporting (as defined in Rule 13a-15(f) of the Exchange Act).  The Company’s internal control over financial reporting is designed to provide reasonable assurance regarding the reliability of financial reporting and the preparation of financial statements for external purposes in accordance with generally accepted accounting principles.  Because of its inherent limitations, however, internal control over financial reporting may not prevent or detect misstatements.  Also, projections of any evaluation of effectiveness to future periods are subject to the risk that controls may become inadequate because of changes in conditions, or that the degree of compliance with the policies of procedures may deteriorate.

The Company’s management, with the participation of the Company’s Chief Executive Officer and Chief Financial Officer, has evaluated the effectiveness of the Company’s internal control over financial reporting using the framework inInternal Control – Integrated Framework issued by the Committee of Sponsoring Organizations of the Treadway Commission.  Based on such evaluation, the Company’s management concluded that the Company’s internal control over financial reporting was effective as of December 31, 2007.2009.

There was no change in the Company’s internal control over financial reporting that occurred during the quarter ended December 31, 2007,2009, that has materially affected, or is reasonably likely to materially affect, the Company’s internal control over financial reporting.

43


This annual report does not include an attestation report of the Company’s registered public accounting firm regarding internal control over financial reporting.  Management’s report was not subject to attestation by the Company’s registered public accounting firm pursuant to temporary rules of the Securities and Exchange Commission that permit the Company to provide only management’s report in this annual report.

Item 9B.Other Information

Item 9B.Other Information

The Company has no other information to report pursuant to this item.


45










44


PART III

Item 10.Directors, Executive Officers and Corporate Governance

Item 10.Directors, Executive Officers and Corporate Governance

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 20082010 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 Item 1 of this Annual Report on Form 10-K.  The information required by this Item with respect to audit committees and audit committee financial experts is included under the caption “Corporate Governance” in the Proxy Statement and is incorporated herein by reference.

The Company has adopted a Code of Business Conduct and Ethics that applies to all of the Company’s associates, including the Company’s Chief Executive Officer, Chief Financial Officer, Controller and other persons performing similar functions.  The Company has posted a copy of the Code of Business Conduct and Ethics on its website atwww.nationalresearch.com.  The Company intends to satisfy the disclosure requirements under Item 5.05 of Form 8-K regarding amendments to, or waivers from, the Code of Business Conduct and Ethics by posting such information on its website atwww.nationalresearch.com.  The Company is not including the information contained on its website as part of, or incorporating it by reference into, this report.

Item 11.Executive Compensation

Item 11.Executive Compensation

The information required by this Item is included under the captions “Compensation Discussion and Analysis,” “Summary“2009 Summary Compensation Table,” “Grants of Plan-Based Awards in 2009,” “Outstanding Equity Awards at December 31, 2007,2009,“Option Exercises and Stock Vested,” “Director“2009 Director Compensation” and “Compensation Committee Report” in the Proxy Statement and is hereby incorporated herein by reference.

Item 12.Security Ownership of Certain Beneficial Owners and Management and Related Shareholder Matters

Item 12.Security Ownership of Certain Beneficial Owners and Management and Related Shareholder Matters

The information required by this Item with respect to security ownership of certain beneficial owners and management is included under the caption “Principal Shareholders” in the Proxy Statement and is hereby incorporated by reference.

The following table sets forth information with respect to compensation plans under which equity securities of the Company are authorized for issuance as of December 31, 2007.

Plan Category
Number of securities to be
issued upon the exercise of
outstanding options,
warrants and
rights

Weighted-average exercise
price of outstanding
options,
warrants and rights

Number of securities remaining
available for future issuance
under equity compensation
plans (excluding securities
reflected in the first column)

Equity compensation plans   
   approved by security
   holders(1)539,660$17.04  657,874(2)

Equity compensation plans
   not approved by security
   holders         --      --         --



Total
539,660$17.04657,874


2009.

46

Plan Category 
Number of securities 
to be issued upon 
the exercise of 
outstanding options,
warrants and rights
  
Weighted-average 
exercise price of
outstanding 
options, 
warrants and rights
  
Number of securities 
remaining available for 
future issuance under 
equity compensation 
plans (excluding 
securities reflected 
in the first column)
 
             
Equity compensation plans approved by security holders (1)
  554,822  $21.80   505,474(2)
             
Equity compensation plans not approved by security holders  23,000   27.23   277,000(3)
             
Total  577,822  $22.06   782,474 

(1)Includes the Company’s 2006 Equity Incentive Plan, 2004 Director Plan, and the 2001 Equity Incentive Plan.
(2)As of December 31, 2007,2009, the Company had authority to award up to 152,455161,854 additional shares of restricted Common Stock to participants under the 2001 Equity Incentive Plan, provided that the total of such shares awarded may not exceed the total number of shares remaining available for issuance under the 2001 Equity Incentive Plan, which totaled 51,33278,417 as of December 31, 2007.2009.  Under the  2006 Equity Incentive Plan, the Company had authority to award up to 167,885 additional shares of restricted Common Stock.Stock to participants under the 2006 Equity Incentive Plan, provided that the total of such shares awarded may not exceed the total number of shares remaining available for issuance under the 2006 Equity Incentive Plan, which totaled 427,057 as of December 31, 2009.

45


Item 13.Certain Relationships and Related Transactions

(3)As of December 31, 2009, the Company had authority to award up to 277,000 additional shares of Common Stock to participants under the 2004 Directors Plan, subject to approval by the Company’s shareholders at the 2010 annual meeting of shareholders of the amendment to the plan adopted, on May 7, 2009 by the Board of Directors to increase the number of shares of common stock authorized for issuance under the plan from 250,000 to 550,000 shares.  The Board of Directors conditioned the amendment, on the approval  of the Company’s shareholders at the 2010 annual meeting of shareholders.  The grants of options to directors on the date of the 2009 annual meeting of shareholders were also made subject to approval of the Company’s shareholders at the 2010 annual meeting of shareholders.
Item 13.Certain Relationships and Related Transactions, and Director Independence
The information required by this Item is included under the caption “Corporate Governance — Transactions with Related Persons”Governance—” in the Proxy Statement and is hereby incorporated by reference.

Item 14.Principal Accountant Fees and Services

Item 14.Principal Accountant Fees and Services

The information required by this Item is included under the caption “Miscellaneous-Independent“Miscellaneous—Independent Registered Public Accounting Firm” in the Proxy Statement and is hereby incorporated by reference.











46

47

PART IV

Item 15.Exhibits, Financial Statement Schedules

Item 15.Exhibits, Financial Statement Schedules
(a)1.Consolidated financial statements - The consolidated financial statements listed in the accompanying index to the consolidated financial statements and financial statement schedule are filed as part of this Annual Report on Form 10-K.

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

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

48

NATIONAL RESEARCH CORPORATION AND SUBSIDIARY
SCHEDULE II — VALUATION AND QUALIFYING ACCOUNTS

  
Balance at
Beginning
 of Year
  
MIV
Acquisition
  
Bad Debt
Expense
  
Write-offs
Net of
Recoveries
  
Balance
at End
of Year
 
(In thousands)               
Allowance for doubtful accounts:               
Year Ended December 31, 2007 $44  $  $29  $3  $70 
Year Ended December 31, 2008 $70  $69  $168  $66  $241 
Year Ended December 31, 2009 $241  $75  $138  $175  $279 







47


SIGNATURES

        Pursuant to the requirements

See accompanying report 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 28th day of March 2008.

NATIONAL RESEARCH CORPORATION

By  /s/ Michael D. Hays
       Michael D. Hays
       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
Chief Executive Officer and Director (PrincipalMarch 28, 2008
Michael D. HaysExecutive Officer)

/s/ Patrick E. Beans
Vice President, Treasurer, Secretary, ChiefMarch 28, 2008
Patrick E. BeansFinancial Officer and Director (Principal
Financial and Accounting Officer)

/s/ Joseph W. Carmichael
President and DirectorMarch 28, 2008
Joseph W. Carmichael

/s/ JoAnn M. Martin
DirectorMarch 28, 2008
JoAnn M. Martin

/s/ John N. Nunnelly
DirectorMarch 28, 2008
John N. Nunnelly

/s/ Paul C. Schorr III
DirectorMarch 28, 2008
Paul C. Schorr III

/s/ Gail L. Warden
DirectorMarch 28, 2008
Gail L. Warden
independent registered public accounting firm.


48

49

INDEX TO CONSOLIDATED FINANCIAL STATEMENTS
AND FINANCIAL STATEMENT SCHEDULE

Page in this
Form 10-K
Report of Independent Registered Public Accounting Firm24
 
Consolidated Balance Sheets as of December 31, 20072009 and 2006200825
 
Consolidated Statements of Income for the Three Years Ended December 31, 2007200926
 
Consolidated Statements of Shareholders’ Equity and Comprehensive Income as of and for the Three
Years Ended December 31, 2007200927
 
Consolidated Statements of Cash Flows for the Three Years Ended December 31, 2007200928
 
Notes to Consolidated Financial Statements29
 
Schedule II--II — Valuation and Qualifying Accounts50    49


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.






49

50

NATIONAL RESEARCH CORPORATION AND SUBSIDIARY

SCHEDULE II — VALUATION AND QUALIFYING ACCOUNTS

Balance at
Beginning
of Year

Bad Debt
Expense

Write-offs
Net of
Recoveries

Balance
at End
of Year


Allowance for doubtful accounts:
          
  Year Ended December 31, 2005  $100,526 $2,657 $-- $103,183 
  Year Ended December 31, 2006  $103,183 $(58,881)$-- $44,302 
  Year Ended December 31, 2007  $44,302 $28,510 $2,600 $70,212 

See accompanying

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 31st day of independent registered public accounting firm.

March 2010.
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.







50

SignatureTitleDate
/s/ Michael D. HaysPresident, Chief Executive Officer and DirectorMarch 31, 2010
Michael D. Hays(Principal Executive Officer)
/s/ Patrick E. BeansVice President, Treasurer, Secretary, ChiefMarch 31, 2010
Patrick E. BeansFinancial Officer and Director (Principal Financial and Accounting Officer)
/s/ JoAnn M. MartinDirectorMarch 31, 2010
JoAnn M. Martin
/s/ John N. NunnellyDirectorMarch 31, 2010
John N. Nunnelly
/s/ Paul C. Schorr IIIDirectorMarch 31, 2010
Paul C. Schorr III
/s/ Gail L. WardenDirectorMarch 31, 2010
Gail L. Warden
51

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 Registration Statement on Form S-1 (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 Current Report on Form 8-K dated October 10, 2007May 8, 2009 (File No. 0-29466)]

(10.1)*
(4.1)Installment or Single Payment Note, dated as of December 19, 2008, from National Research Corporation 1997 Equity Incentive Planto U.S. Bank National Association [Incorporated by reference to Exhibit (10.2)(4.1) to National Research Corporation’s Registration StatementCurrent Report on Form S-1 (Registration8-K dated December 19, 2008 (File No. 333-33273)0-294660)]

(10.2)
(10.1)*National Research Corporation 2001 Equity Incentive Plan [Incorporated by reference to National Research Corporation'sCorporation’s Proxy Statement for the 2002 Annual Meeting of Shareholders, filed with the Securities and Exchange Commission on April 3, 2002 (File No. 0-29466)]

(10.3)
(10.2)*National Research Corporation 2006 Equity Incentive Plan [Incorporated by reference to National Research Corporation'sCorporation’s Proxy Statement for the 2006 Annual Meeting of Shareholders, filed with the Securities and Exchange Commission on April 3, 2006 (File No. 0-29466)]

(10.4)
(10.3)*National Research Corporation Director Stock Plan, as amended to date [Incorporated by reference to Exhibit (10.2) to National Research Corporation’s Annual Report on Form 10-K for the year ended December 31, 1997 (File No. 0-29466)]

(10.5)
(10.4)*National Research Corporation 2004 Director Stock Plan [Incorporated by reference to National Research Corporation'sCorporation’s Proxy Statement for the 2005 Annual Meeting of Shareholders, filed with the Securities and Exchange Commission on April 4, 2005 (File No. 0-29466)]

(10.6)Asset Purchase Agreement, dated as of September 16, 2005, among National Research Corporation, Geriatric Health Systems, LLC, Health Services Benefit Administrators, Inc. and Peter Yedidia [Incorporated by reference to Exhibit 2.1 to National Research Corporation’s current Report of Form 8-K dated September 16, 2005 (File No. 0-29466)]

(10.7)(10.5)+Contract, dated January 23, 2002, between National Research Corporation and the Department of Veterans Affairs [Incorporated by reference to Exhibit (10.4) to National Research Corporation’s Annual Report on Form 10-K for the year ended December 31, 2001 (File No. 0-29466)]

(10.8)
(10.6)*Form of Nonqualified Stock Option Agreement (for new associates) used in connection with the 2001 Equity Incentive Plan [Incorporated by reference to Exhibit 4.4 to National Research Corporation’s Registration Statement on Form S-8 (Registration No. 333-120530)]

(10.9)
(10.7)*Form of Nonqualified Stock Option Agreement (for officers) used in connection with the 2001 Equity Incentive Plan [Incorporated by reference to Exhibit 4.5 to National Research Corporation’s Registration Statement on Form S-8 (Registration No. 333-120530)]

51


(10.10)
(10.8)*Form of Restricted Stock Agreement for executive officers used in connection with the 2001 Equity Incentive Plan [Incorporated by reference to Exhibit 10.2 to National Research Corporation’s Current Report on Form 8-K dated March 19, 2005 (File No. 0-29466)]

(10.11)
(10.9)*Form of Restricted Stock Agreement (one year vesting) used in connection with the 2001 Equity Incentive Plan [Incorporated by reference to Exhibit 4.6 to National Research Corporation’s Registration Statement on Form S-8 (Registration No. 333-120530)]
52


(10.12)
Exhibit
Number
Exhibit Description
(10.10)*Form of Restricted Stock Agreement (five year vesting) used in connection with the 2001 Equity Incentive Plan [Incorporated by reference to Exhibit 4.7 to National Research Corporation’s Registration Statement on Form S-8 (Registration No. 333-120530)]

(10.13)
(10.11)*Restricted Stock Incentive Plan for Joseph W. Carmichael, as amended and restated,  under the 2001 Equity Incentive Plan [Incorporated by reference to Exhibit 10.2 to National Research Corporation’s Current Report on Form 8-K dated March 3, 2006 (File No. 0-29466)]

(10.14)
(10.12)*Director’s Compensation Summary [Incorporated by reference to Exhibit (10.1) to National Research Corporation’s QuarterlyAnnual Report on Form 10-Q for the quarter ended March 31, 2007 (File No. 0-29466)]

(10.15)
(10.13)*Form of Nonqualified Stock Option Agreement used in connection with the 2006 Equity Incentive Plan [Incorporated by reference to Exhibit (10.14) to National Research Corporation’s  Annual Report on Form 10-K for the year ended December 31, 20072006 (File No. 0-29466)]

(10.16)
(10.14)*Form of Restricted Stock Agreement used in connection with the 2006 Equity Incentive Plan [Incorporated by reference to Exhibit (10.15) to National Research Corporation’s Annual Report on Form 10-K for the year ended December 31, 20072006 (File No. 0-29466)]

(23)
(10.15)Merger Agreement, dated as of November 26, 2008, by and among National Research Corporation, NRC Acquisition, Inc., My Innerview, Inc., Neil L. Gulsvig and Janice L. Gulsvig [Incorporated by reference to Exhibit (2.1) to National Research Corporation’s Current Report on  Form 8-K dated November 26, 2008 (File No. 0-29466)]
(23.1)Consent of Independent Registered Public Accounting Firm

(31.1)Certification of the Chief Executive Officer pursuant to Section 302 of the Sarbanes-Oxley Act of 2002

(31.2)Certification of the Chief Financial Officer pursuant to Section 302 of the Sarbanes-Oxley Act of 2002

(32.1)Certification of Periodic Financial Report by the Chief Executive Officer and Chief Financial Officer pursuant to Section 906 of the Sarbanes-Oxley Act of 2002

(99.1)
Proxy Statement for the 20082010 Annual Meeting of Shareholders, to be filed within 120 days of December 31, 20072009  [To be filed with the Securities and Exchange Commission under Regulation 14A within 120 days after December 31, 2007;2009; except to the extent specifically incorporated by reference, the Proxy Statement for the 20082010 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 was filed separately with the Securities and Exchange Commission.

52

53