<PAGE>
 
                                                                   Exhibit 10.36

                                PROMISSORY NOTE
                                        
     $ 40,500.00                               Arlington Heights, Illinois
     -----------                                                          
                                                      April 1, 1994
                                               ---------------------------

     FOR VALUE RECEIVED, Timothy J. Sullivan ("Borrower"), hereby promises to
pay to Market Facts, Inc. ("Market Facts") at Market Facts' address at 3040 West
Salt Creek Lane, Arlington Heights, Illinois 60005 or at such other place as
Market Facts may designate from time to time in writing the principal sum of
Forty Thousand, Five Hundred and No One-hundredths Dollars ($40,500.00), in
lawful currency of the United States of America.

     1.  Payment of Principal. If not otherwise paid or forgiven pursuant to
Paragraph 5 of this Note, the principal sum shall be repaid in ten (10) annual
installments of Four Thousand and Fifty Dollars ($4,050.00) each, on the dates
specified below and, if not sooner paid in full, on February 1, 2004. Annual
payments hereunder shall be made on the following dates: February 1, 1995;
February 1, 1996; February 1, 1997; February 1, 1998; February 1, 1999; February
1, 2000; February 1, 2001; February 1, 2002; February 1, 2003 and February 1,
2004.

     2.  Interest. This Note shall bear interest at a rate of nine percent (9%)
upon the occurrence of an Event of Default (as defined herein).

     3.  Costs of Collection. Should the indebtedness represented by this Note
or any part hereof be placed in the hands of attorneys for collection after an
Event of Default, the Borrower agrees to pay, in addition to the principal and
any interest due and payable thereon, all costs of collecting this Note,
including reasonable attorney's fees and expenses.

     4.  Prepayment. The Borrower may from time to time prepay this Note in
whole or in part, without premium or penalty.

     5.  Note Issued in Connection with Employment. Borrower acknowledges that
Market Facts offers loans to its employees from time to time. Borrower further
acknowledges that this Note is issued by Borrower as an employee of Market
Facts. Accordingly, this Note shall accelerate and all amounts of principal and
any interest due and owing hereunder shall become immediately due and payable
upon termination of Borrower's employment with Market Facts for any reason.
During the term of this Note, Market Facts shall forgive the principal payments
due hereunder on each of the following dates: February 1, 1996; February 1,
1998; February 1, 2000; February 1, 2002; February 1, 2004; provided that
Borrower is employed by Market Facts on the date such payment is due. Such
forgiveness to be effective on the date each such payment is due.

     This Note does not confer upon Borrower any right with respect to
continuation of employment by Market Facts or any affiliate of Market Facts, nor
interfere with the right of Market Facts or any such affiliate to terminate his
or her employment at any time.
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                                                                   Exhibit 10.36


     6.  Non-Negotiability. This Note is non-negotiable and non-assignable;
provided, however, that the interest of Market Facts may be transferred to the
transferees or assigns of Market Facts; provided, further, that the payments to
be made hereunder (exclusive of any enforcement rights with respect hereto) may
be pledged or assigned by Market Facts as collateral.

     7.  Events of Default. The occurrence of any one or more of the following
shall constitute an Event of Default hereunder:

         (a) The Borrower shall fail to pay any installment of principal within
             twenty (20) days after the same becomes due.

         (b) The Borrower shall make an assignment for the benefit of creditors,
             or shall admit in writingits inability to pay its debts as they
             become due, or shall file a voluntary petition in bankruptcy, or
             shall be adjudicated a bankrupt or insolvent.

         (c) An involuntary petition in bankruptcy shall have been filed against
             the Borrower, and the same shall not have been dismissed within 60
             days.

         (d) Termination of Borrower's employment with Market Facts.

     8.  Remedies in the Event of Default.  If an Event of Default occurs and is
continuing:

         (a) This Note, together with all principal and any interest due and
             owing hereunder shall become immediately due and payable
             (including, without limitation, that amount that would have been
             forgiven pursuant to Paragraph 5 had Borrower remained in Market
             Facts' employ) without demand, or legal process of any kind.

         (b) Market Facts may proceed to protect and enforce Market Facts'
             rights by suit in equity or by action at law, whether for the
             specific performance of any covenant, agreement or provision of
             this Note, or in aid of the exercise of any power granted herein,
             and may proceed to enforce the paymentof this Note or to enforce
             any other legal or equitable rights with respect thereto.

     No delay or failure in declaring any such default or in enforcing any such
right, power or remedy, and no course of dealing between Market Facts and the
Borrower, or in any other person, firm, corporation or entity, and no failure by
Market Facts or the Borrower, or any other person, firm, corporation or entity
to act in good faith, shall constitute a waiver of any right, power or remedy
available to Market Facts, or in any way or manner prejudice, impair, diminish
or restrict any right, power or remedy available to Market Facts.
                                 
     Demand, presentment, protest and notice of nonpayment and protest are
hereby waived by Borrower.
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                                                                   Exhibit 10.36


     9.  Waivers of Default. Market Facts may waive any past default under this
Note and its consequences; provided, however, that no waiver of a default shall
be effective unless and until set forth in a writing signed by Market Facts.
Upon the giving of a waiver as provided in this Paragraph 9, such default shall
cease to exist, and any Event of Default arising therefrom shall be deemed to
have been remedied and cured for every purpose of this Note. No such waiver
shall extend to any subsequent or other default or impair any right, power or
remedy with respect to any subsequent or other default.

     10.  General. This Note shall be construed in accordance with the laws of
the State of Illinois. Any notice or other communication required, permitted or
desirable hereunder shall be sufficiently given if sent by United States mail,
postage prepaid, certified or registered mail, return receipt requested, to the
party's last known address.

     11.  Investment Representation. Borrower is aware of Market Facts' business
affairs and financial condition, and has acquired sufficient information about
Market Facts to reach an informed and knowledgeable decision to acquire shares
of Market Facts, Inc. common stock. Borrower is purchasing these shares for
investment purposes only and not with a view to, or for the resale in connection
with, any "distribution" thereof for purposes of the Securities Act of 1933.
                            
     IN WITNESS WHEREOF, the Borrower has executed this Note on the date first
written above.

                                        BORROWER:


                                        TIMOTHY J. SULLIVAN
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