Fulham striker Ross McCormack
McCormack, who plays for the quartet's divisional rivals Fulham, was the Championship's second top scorer last term with 21 goals.
As such, Norwich have earmarked the 29-year-old as the man to fire them back to the Premier League at the first time of asking (the Sun).
Villa's interest is also mentioned in the report, however Alex Neil's men, who've had an approach for Nottingham Forest striker Britt Assombalonga turned down (Daily Mail), look to be leading the race.
Nottingham Forest's Britt Assombalonga is another reported Norwich target
However, HITC sources indicate that Fulham, who tied the Scotland international to a new long-term deal earlier this year, want closer to £15 million.
McCormack scores one of his 21 league goals last term
A source close to one of the Cottagers' rivals told this website: "The price is not coming down at the moment, and if it doesn't - I don't think anyone will pay it."
And McCormack, who failed to appear in the recent pre-season friendly fixture with Preston North End, is understood to be growing unhappy at his employers' stance.