Alongside WPP, media buying and research firm Aegis, which owns Synovate, and Taylor Nelson Sofres are also believed to be in the running to buy the business.
Lord Clive Hollick put United's NOP World market research business up for sale in January with a plan to sell it off before he steps down as chief executive in May, when he is replaced by Symbian's David Levin.
According to reports, first-round bids for the business have been submitted in the last few days and are being handled by investment bank Dresdner Kleinwort Wasserstein and Allen & Company.
It has also been reported that Dutch giant VNU, which owns Nielsen Media Research, could also be interested.
Other bidders who could also come forward include French firm Ipsos and German group GfK.
Although the price mentioned has been £250m, analysts forecast that it could rise as high as £350m.
NOP World includes the market research firms NOP Research Group, Strategic Marketing Corporation, Mediamark Research Inc, Roper/ASW, Market Measures/Cozint and Allison Fisher.
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