Functional magnetic resonance imaging technology (fMRI) is making its way into the marketing research field, opening up a new market for this high-tech medical equipment. Using functional MRI technology, or fMRt, marketing researchers can literally see a brain in action when consumers view an advertisement or sample a product. A study in 2004 revealed that different parts of consumers' brains were activated when sampling a product with or without knowing the brand. When consumers tasted a soft drink without knowing the brand, their brains showed activity related to taste and they preferred Brand A. However, when subjects were shown the brands, a different area of the brain was activated and more consumers preferred Brand B, suggesting that advertising and marketing can activate different areas of consumers" brains and cause them to prefer specific brands. Several large marketing research firms such as Nielsen now offer neuroscience marketing research services. Use the chain ratio method to estimate the market potential for fMRi machines among marketing research firms. Assume a firm purchases one machine at an average price of $2 million. There are 40 neuromarketing companies, but only 60 percent of these companies have revenues enough to purchase an fMRl machine. A company will buy no more than one machine per year. Market demand can be determined as follows: Q=nqp Q=nqp where n= number of buyers in the market, q = quantity purchased by an average buyer per year, p= price of an average unit