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Morse's first name and last always stated (9)

Ross

I believe the answer is:

endeavour

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'morse's first name' is the definition.
(first name of the character Inspector Morse)

I cannot understand how the remainder of the clue works.

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(Other definitions for endeavour that I've seen before include "Try to achieve something" , "Aspire; attempt" , "Try hard; enterprise" , "Attempt by employing effort" , "Cook's old vessel" .)

I've seen this clue in The Telegraph and The Sun.
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