Refer to Appendix 2, Marketing by the Numbers, and use the chain-ratio method to estimate the market potential for fMRI machines among marketing research firms. What factors would you consider when determining the potential number of buyers (that is, research firms) that are willing and able to purchase fMRI machines? Assume a firm purchases one machine at an average price of $1 million in your market potential estimation. (AACSB: Communication; Analytical Reasoning)