<?xml version="1.0" encoding="us-ascii"?><InstanceReport xmlns:xsd="http://www.w3.org/2001/XMLSchema" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><Version>2.4.0.8</Version><ReportLongName>0013 - Disclosure - 8. FAIR VALUE MEASUREMENTS</ReportLongName><DisplayLabelColumn>true</DisplayLabelColumn><ShowElementNames>false</ShowElementNames><RoundingOption /><HasEmbeddedReports>false</HasEmbeddedReports><Columns><Column FlagID="0"><Id>1</Id><IsAbstractGroupTitle>false</IsAbstractGroupTitle><LabelSeparator>

</LabelSeparator><CurrencyCode /><FootnoteIndexer /><hasSegments>false</hasSegments><hasScenarios>false</hasScenarios><MCU><KeyName /><CurrencySymbol /><contextRef><ContextID>Context_3ME_30-Apr-2013</ContextID><EntitySchema>http://www.sec.gov/CIK</EntitySchema><EntityValue>0001363573</EntityValue><PeriodDisplayName /><PeriodType>duration</PeriodType><PeriodStartDate>2013-02-01T00:00:00</PeriodStartDate><PeriodEndDate>2013-07-31T00:00:00</PeriodEndDate><Segments /><Scenarios /></contextRef><UPS /><CurrencyCode /><OriginalCurrencyCode /></MCU><CurrencySymbol /><Labels><Label Key="CalendarSupplement" Id="0" Label="6 Months Ended" /><Label Key="Calendar" Id="1" Label="Jul. 31, 2013" /></Labels></Column></Columns><Rows><Row FlagID="0"><Id>1</Id><IsAbstractGroupTitle>true</IsAbstractGroupTitle><LabelSeparator>

</LabelSeparator><Level>1</Level><ElementName>us-gaap_FairValueDisclosuresAbstract</ElementName><ElementPrefix>us-gaap_</ElementPrefix><IsBaseElement>true</IsBaseElement><BalanceType>na</BalanceType><PeriodType>duration</PeriodType><IsReportTitle>false</IsReportTitle><IsSegmentTitle>false</IsSegmentTitle><IsCalendarTitle>false</IsCalendarTitle><IsEquityPrevioslyReportedAsRow>false</IsEquityPrevioslyReportedAsRow><IsEquityAdjustmentRow>false</IsEquityAdjustmentRow><IsBeginningBalance>false</IsBeginningBalance><IsEndingBalance>false</IsEndingBalance><IsReverseSign>false</IsReverseSign><FootnoteIndexer /><Cells><Cell FlagID="0" ContextID="" UnitID=""><Id>1</Id><IsNumeric>false</IsNumeric><IsRatio>false</IsRatio><DisplayZeroAsNone>false</DisplayZeroAsNone><NumericAmount>0</NumericAmount><RoundedNumericAmount>0</RoundedNumericAmount><NonNumbericText /><FootnoteIndexer /><CurrencyCode /><CurrencySymbol /><IsIndependantCurrency>false</IsIndependantCurrency><ShowCurrencySymbol>false</ShowCurrencySymbol><DisplayDateInUSFormat>false</DisplayDateInUSFormat></Cell></Cells><ElementDataType>xbrli:stringItemType</ElementDataType><SimpleDataType>string</SimpleDataType><IsTotalLabel>false</IsTotalLabel><UnitID>0</UnitID><Label>Fair Value Disclosures [Abstract]</Label></Row><Row FlagID="0"><Id>2</Id><IsAbstractGroupTitle>false</IsAbstractGroupTitle><LabelSeparator>

</LabelSeparator><Level>2</Level><ElementName>us-gaap_FairValueDisclosuresTextBlock</ElementName><ElementPrefix>us-gaap_</ElementPrefix><IsBaseElement>true</IsBaseElement><BalanceType>na</BalanceType><PeriodType>duration</PeriodType><IsReportTitle>false</IsReportTitle><IsSegmentTitle>false</IsSegmentTitle><IsCalendarTitle>false</IsCalendarTitle><IsEquityPrevioslyReportedAsRow>false</IsEquityPrevioslyReportedAsRow><IsEquityAdjustmentRow>false</IsEquityAdjustmentRow><IsBeginningBalance>false</IsBeginningBalance><IsEndingBalance>false</IsEndingBalance><IsReverseSign>false</IsReverseSign><FootnoteIndexer /><Cells><Cell FlagID="0" ContextID="Context_3ME_30-Apr-2013" UnitID=""><Id>1</Id><IsNumeric>false</IsNumeric><IsRatio>false</IsRatio><DisplayZeroAsNone>false</DisplayZeroAsNone><NumericAmount>0</NumericAmount><RoundedNumericAmount>0</RoundedNumericAmount><NonNumbericText>&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify"&gt;As defined in FASB ASC Topic 820, fair
value is the price that would be received upon the sale of an asset or paid to transfer a liability in an orderly transaction between
market participants at the measurement date. This Topic requires disclosure that establishes a framework for measuring fair value
and expands disclosure about fair value measurements. The statement requires fair value measurements be classified and disclosed
in one of the following categories:&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify; text-indent: 0.5in"&gt;&amp;#160;&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify"&gt;Level 1: Unadjusted quoted prices in
active markets that are accessible at the measurement date for identical, unrestricted assets or liabilities. The Company considers
active markets as those in which transactions for the assets or liabilities occur in sufficient frequency and volume to provide
pricing information on an ongoing basis.&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify; text-indent: 0.5in"&gt;&amp;#160;&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify"&gt;Level 2: Pricing inputs other than quoted
market prices included in Level 1 that are based on observable market data and are directly or indirectly observable for substantially
the full term of the asset or liability. These include quoted market prices for similar assets or liabilities, quoted market prices
for identical or similar assets in markets that are not active, adjusted quoted market prices, inputs from observable data such
as interest rate and yield curves, volatilities or default rates observable at commonly quoted intervals or inputs derived from
observable market data by correlation or other means.&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify; text-indent: 0.5in"&gt;&amp;#160;&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify; text-indent: 0.5in"&gt;&amp;#160;&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify"&gt;Level 3: Pricing inputs that are unobservable
or less observable from objective sources. Unobservable inputs should only be used to the extent observable inputs are not available.
These inputs maintain the concept of an exit price from the perspective of a market participant and should reflect assumptions
of other market participants. An entity should consider all market participant assumptions that are available without unreasonable
cost and effort. These are given the lowest priority and are generally used in internally developed methodologies to generate management's
best estimate of the fair value when no observable market data is available.&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify; text-indent: 0.5in"&gt;&amp;#160;&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify"&gt;Financial assets and liabilities are
classified based on the lowest level of input that is significant to the fair value measurement. The Company&amp;#146;s assessment
of the significance of a particular input to the fair value measurement requires judgment, and may affect the valuation of the
fair value of assets and liabilities and their placement within the fair value hierarchy levels.&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify; text-indent: 0.5in"&gt;&amp;#160;&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify"&gt;Certain assets and liabilities are reported
at fair value on a recurring or nonrecurring basis in the Company&amp;#146;s consolidated balance sheets. The following methods and
assumptions were used to estimate the fair values:&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify; text-indent: 0.5in"&gt;&amp;#160;&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify"&gt;&lt;i&gt;Cash, Prepaid expenses, Mining rights,
Accounts payable,&lt;/i&gt; and&lt;i&gt; Accrued liabilities&lt;/i&gt;&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify; text-indent: 0.5in"&gt;&amp;#160;&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify"&gt;The carrying amounts approximate fair
value because of the short-term nature or maturity of the instruments.&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify; text-indent: 0.5in"&gt;&amp;#160;&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify"&gt;&lt;i&gt;Derivative liabilities&lt;/i&gt;&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify; text-indent: 0.5in"&gt;&amp;#160;&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify"&gt;The Company&amp;#146;s determination of
fair value of its derivative instruments incorporates various factors required under FASB Topic ASC 815. The fair values of the
Company&amp;#146;s derivatives are valued using less observable data from objective sources as inputs into internal valuation models.
Therefore, the Company considers the fair value of its derivatives to be Level 3 hierarchy.&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify; text-indent: 0.5in"&gt;&amp;#160;&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: justify"&gt;The following table sets forth, by level
within the fair value hierarchy, the Company&amp;#146;s financial assets and liabilities that were accounted for at fair value on
a recurring basis as of July 31, 2013 and January 31, 2013, respectively:&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-indent: 0.5in"&gt;&amp;#160;&lt;/p&gt;

&lt;table cellspacing="0" cellpadding="0" style="font: 8pt Calibri, Helvetica, Sans-Serif; width: 100%"&gt;
&lt;tr style="vertical-align: bottom"&gt;
    &lt;td style="text-align: center; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="text-align: center; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td colspan="14" style="border-bottom: black 1pt solid"&gt;
        &lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: center"&gt;&lt;b&gt;Fair Value Measurements at&lt;/b&gt;&lt;/p&gt;
        &lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: center"&gt;&lt;b&gt;July 31, 2013 and January 31, 2013&lt;/b&gt;&lt;/p&gt;&lt;/td&gt;
    &lt;td style="text-align: center; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;&lt;/tr&gt;
&lt;tr style="vertical-align: bottom"&gt;
    &lt;td style="border-bottom: black 1pt solid; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;&lt;b&gt;Description&lt;/b&gt;&lt;/font&gt;&lt;/td&gt;
    &lt;td style="text-align: center; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td colspan="2" style="border-bottom: black 1pt solid; text-align: center; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;&lt;b&gt;(Level 1)&lt;/b&gt;&lt;/font&gt;&lt;/td&gt;
    &lt;td style="text-align: center; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="text-align: center; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td colspan="2" style="border-bottom: black 1pt solid; text-align: center; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;&lt;b&gt;(Level 2)&lt;/b&gt;&lt;/font&gt;&lt;/td&gt;
    &lt;td style="text-align: center; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="text-align: center; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td colspan="2" style="border-bottom: black 1pt solid; text-align: center; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;&lt;b&gt;(Level 3)&lt;/b&gt;&lt;/font&gt;&lt;/td&gt;
    &lt;td style="text-align: center; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="text-align: center; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td colspan="2" style="border-bottom: black 1pt solid"&gt;
        &lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: center"&gt;&lt;b&gt;Total&lt;/b&gt;&lt;/p&gt;
        &lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: center"&gt;&lt;b&gt;Carrying&lt;/b&gt;&lt;/p&gt;
        &lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: center"&gt;&lt;b&gt;Value&lt;/b&gt;&lt;/p&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;&lt;/tr&gt;
&lt;tr style="vertical-align: bottom; background-color: white"&gt;
    &lt;td style="width: 52%; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="width: 1%; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="width: 1%; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="width: 9%; text-align: right; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="width: 1%; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="width: 1%; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="width: 1%; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="width: 9%; text-align: right; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="width: 1%; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="width: 1%; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="width: 1%; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="width: 9%; text-align: right; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="width: 1%; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="width: 1%; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="width: 1%; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="width: 9%; text-align: right; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="width: 1%; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;&lt;/tr&gt;
&lt;tr style="vertical-align: bottom; background-color: #CCEEFF"&gt;
    &lt;td style="line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;Derivative liability - July 31, 2013&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="border-bottom: black 1pt solid; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;$&lt;/font&gt;&lt;/td&gt;
    &lt;td style="border-bottom: black 1pt solid; text-align: right; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;-&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="border-bottom: black 1pt solid; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;$&lt;/font&gt;&lt;/td&gt;
    &lt;td style="border-bottom: black 1pt solid; text-align: right; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;-&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="border-bottom: black 1pt solid; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;$&lt;/font&gt;&lt;/td&gt;
    &lt;td style="border-bottom: black 1pt solid; text-align: right; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;410,129&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="border-bottom: black 1pt solid; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;$&lt;/font&gt;&lt;/td&gt;
    &lt;td style="border-bottom: black 1pt solid; text-align: right; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;410,129&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;&lt;/tr&gt;
&lt;tr style="vertical-align: bottom; background-color: white"&gt;
    &lt;td style="line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;Derivative liability - January 31, 2013&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="border-bottom: black 1.5pt double; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;$&lt;/font&gt;&lt;/td&gt;
    &lt;td style="border-bottom: black 1.5pt double; text-align: right; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;-&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="border-bottom: black 1.5pt double; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;$&lt;/font&gt;&lt;/td&gt;
    &lt;td style="border-bottom: black 1.5pt double; text-align: right; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;-&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="border-bottom: black 1.5pt double; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;$&lt;/font&gt;&lt;/td&gt;
    &lt;td style="border-bottom: black 1.5pt double; text-align: right; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;327,661&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="border-bottom: black 1.5pt double; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;$&lt;/font&gt;&lt;/td&gt;
    &lt;td style="border-bottom: black 1.5pt double; text-align: right; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;327,661&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;&lt;/tr&gt;
&lt;/table&gt;
&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-indent: 0.5in"&gt;&amp;#160;&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-indent: 0.5in"&gt;&amp;#160;&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0"&gt;The following table sets forth a reconciliation of changes
in the fair value of financial assets and liabilities classified as level 3 in the fair value hierarchy:&lt;/p&gt;

&lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-indent: 0.5in"&gt;&amp;#160;&lt;/p&gt;

&lt;table cellspacing="0" cellpadding="0" style="font: 8pt Calibri, Helvetica, Sans-Serif; width: 100%"&gt;
&lt;tr style="vertical-align: bottom"&gt;
    &lt;td style="text-align: center; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="text-align: center; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td colspan="6" style="border-bottom: black 1pt solid"&gt;
        &lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: center"&gt;&lt;b&gt;Significant Unobservable Inputs&lt;/b&gt;&lt;/p&gt;
        &lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: center"&gt;&lt;b&gt;(Level 3)&lt;/b&gt;&lt;/p&gt;&lt;/td&gt;
    &lt;td style="text-align: center; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;&lt;/tr&gt;
&lt;tr style="vertical-align: bottom"&gt;
    &lt;td style="text-align: center; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="text-align: center; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td colspan="6" style="border-bottom: black 1pt solid"&gt;
        &lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: center"&gt;&lt;b&gt;Six Months Ended&lt;/b&gt;&lt;/p&gt;
        &lt;p style="font: 8pt/normal Times New Roman, Times, Serif; margin: 0; text-align: center"&gt;&lt;b&gt;July 31,&lt;/b&gt;&lt;/p&gt;&lt;/td&gt;
    &lt;td style="text-align: center; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;&lt;/tr&gt;
&lt;tr style="vertical-align: bottom"&gt;
    &lt;td style="text-align: center; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="text-align: center; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td colspan="2" style="border-bottom: black 1pt solid; text-align: center; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;&lt;b&gt;2013&lt;/b&gt;&lt;/font&gt;&lt;/td&gt;
    &lt;td style="text-align: center; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="text-align: center; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td colspan="2" style="border-bottom: black 1pt solid; text-align: center; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;&lt;b&gt;2012&lt;/b&gt;&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;&lt;/tr&gt;
&lt;tr style="vertical-align: bottom; background-color: #CCEEFF"&gt;
    &lt;td style="width: 78%; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;Derivative liabilities - beginning balance at January 31, 2013 and 2012&lt;/font&gt;&lt;/td&gt;
    &lt;td style="width: 1%; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="width: 1%; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;$&lt;/font&gt;&lt;/td&gt;
    &lt;td style="width: 8%; text-align: right; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;327,661&lt;/font&gt;&lt;/td&gt;
    &lt;td style="width: 1%; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="width: 1%; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="width: 1%; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;$&lt;/font&gt;&lt;/td&gt;
    &lt;td style="width: 8%; text-align: right; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;1,817,100&lt;/font&gt;&lt;/td&gt;
    &lt;td style="width: 1%; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;&lt;/tr&gt;
&lt;tr style="vertical-align: bottom; background-color: white"&gt;
    &lt;td style="line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;Additions&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="text-align: right; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;-&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="text-align: right; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;101,985&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;&lt;/tr&gt;
&lt;tr style="vertical-align: bottom; background-color: #CCEEFF"&gt;
    &lt;td style="line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;Reductions&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="text-align: right; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;-&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="text-align: right; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;-&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;&lt;/tr&gt;
&lt;tr style="vertical-align: bottom; background-color: white"&gt;
    &lt;td style="line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;Change in fair value&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="border-bottom: black 1pt solid; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="border-bottom: black 1pt solid; text-align: right; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;82,468&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="border-bottom: black 1pt solid; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="border-bottom: black 1pt solid; text-align: right; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;(1,681,998)&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;&lt;/tr&gt;
&lt;tr style="vertical-align: bottom; background-color: #CCEEFF"&gt;
    &lt;td style="line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;Derivative liabilities - ending balance at July 31, 2013 and 2012&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="border-bottom: black 1pt solid; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;$&lt;/font&gt;&lt;/td&gt;
    &lt;td style="border-bottom: black 1pt solid; text-align: right; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;410,129&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="border-bottom: black 1pt solid; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;$&lt;/font&gt;&lt;/td&gt;
    &lt;td style="border-bottom: black 1pt solid; text-align: right; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;237,087&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;&lt;/tr&gt;
&lt;tr style="vertical-align: bottom; background-color: white"&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="text-align: right; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="text-align: right; line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;&lt;/tr&gt;
&lt;tr style="vertical-align: bottom; background-color: #CCEEFF"&gt;
    &lt;td style="line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;Realized and unrealized gain (loss) on derivatives, net, included in earnings for the six-month periods ended July 31, 2013 and 2012&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="border-bottom: black 1.5pt double; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;$&lt;/font&gt;&lt;/td&gt;
    &lt;td style="border-bottom: black 1.5pt double; text-align: right; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;(82,468)&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;
    &lt;td style="border-bottom: black 1.5pt double; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;$&lt;/font&gt;&lt;/td&gt;
    &lt;td style="border-bottom: black 1.5pt double; text-align: right; line-height: 115%"&gt;&lt;font style="font: 8pt Times New Roman, Times, Serif"&gt;1,681,998&lt;/font&gt;&lt;/td&gt;
    &lt;td style="line-height: 115%"&gt;&amp;#160;&lt;/td&gt;&lt;/tr&gt;
&lt;/table&gt;</NonNumbericText><FootnoteIndexer /><CurrencyCode /><CurrencySymbol /><IsIndependantCurrency>false</IsIndependantCurrency><ShowCurrencySymbol>false</ShowCurrencySymbol><DisplayDateInUSFormat>false</DisplayDateInUSFormat></Cell></Cells><ElementDataType>nonnum:textBlockItemType</ElementDataType><SimpleDataType>na</SimpleDataType><ElementDefenition>The entire disclosure for the fair value of financial instruments (as defined), including financial assets and financial liabilities (collectively, as defined), and the measurements of those instruments as well as disclosures related to the fair value of non-financial assets and liabilities. Such disclosures about the financial instruments, assets, and liabilities would include: (1) the fair value of the required items together with their carrying amounts (as appropriate); (2) for items for which it is not practicable to estimate fair value, disclosure would include: (a) information pertinent to estimating fair value (including, carrying amount, effective interest rate, and maturity, and (b) the reasons why it is not practicable to estimate fair value; (3) significant concentrations of credit risk including: (a) information about the activity, region, or economic characteristics identifying a concentration, (b) the maximum amount of loss the entity is exposed to based on the gross fair value of the related item, (c) policy for requiring collateral or other security and information as to accessing such collateral or security, and (d) the nature and brief description of such collateral or security; (4) quantitative information about market risks and how such risks are managed; (5) for items measured on both a recurring and nonrecurring basis information regarding the inputs used to develop the fair value measurement; and (6) for items presented in the financial statement for which fair value measurement is elected: (a) information necessary to understand the reasons for the election, (b) discussion of the effect of fair value changes on earnings, (c) a description of [similar groups] items for which the election is made and the relation thereof to the balance sheet, the aggregate carrying value of items included in the balance sheet that are not eligible for the election; (7) all other required (as defined) and desired information.</ElementDefenition><ElementReferences>Reference 1: http://www.xbrl.org/2003/role/presentationRef

 -Publisher FASB

 -Name Accounting Standards Codification

 -Topic 825

 -SubTopic 10

 -Section 50

 -Paragraph 21

 -URI http://asc.fasb.org/extlink&amp;oid=28364263&amp;loc=d3e13537-108611



Reference 2: http://www.xbrl.org/2003/role/presentationRef

 -Publisher FASB

 -Name Accounting Standards Codification

 -Topic 825

 -SubTopic 10

 -Section 50

 -Paragraph 10

 -URI http://asc.fasb.org/extlink&amp;oid=28364263&amp;loc=d3e13433-108611



Reference 3: http://www.xbrl.org/2003/role/presentationRef

 -Publisher FASB

 -Name Accounting Standards Codification

 -Topic 825

 -SubTopic 10

 -Section 50

 -Paragraph 28

 -URI http://asc.fasb.org/extlink&amp;oid=6957238&amp;loc=d3e14064-108612



Reference 4: http://www.xbrl.org/2003/role/presentationRef

 -Publisher FASB

 -Name Accounting Standards Codification

 -Topic 820

 -SubTopic 10

 -Section 50

 -Paragraph 2

 -URI http://asc.fasb.org/extlink&amp;oid=25499696&amp;loc=d3e19207-110258



Reference 5: http://www.xbrl.org/2003/role/presentationRef

 -Publisher FASB

 -Name Accounting Standards Codification

 -Topic 825

 -SubTopic 10

 -Section 50

 -Paragraph 30

 -URI http://asc.fasb.org/extlink&amp;oid=6957238&amp;loc=d3e14172-108612



Reference 6: http://www.xbrl.org/2003/role/presentationRef

 -Publisher FASB

 -Name Accounting Standards Codification

 -Topic 825

 -SubTopic 10

 -Section 50

 -Paragraph 16

 -URI http://asc.fasb.org/extlink&amp;oid=28364263&amp;loc=d3e13504-108611



</ElementReferences><IsTotalLabel>false</IsTotalLabel><UnitID>0</UnitID><Label>FAIR VALUE MEASUREMENTS</Label></Row></Rows><Footnotes /><IsEquityReport>false</IsEquityReport><ReportName>8. FAIR VALUE MEASUREMENTS</ReportName><MonetaryRoundingLevel>UnKnown</MonetaryRoundingLevel><SharesRoundingLevel>UnKnown</SharesRoundingLevel><PerShareRoundingLevel>UnKnown</PerShareRoundingLevel><ExchangeRateRoundingLevel>UnKnown</ExchangeRateRoundingLevel><HasCustomUnits>true</HasCustomUnits><IsEmbedReport>false</IsEmbedReport><IsMultiCurrency>false</IsMultiCurrency><ReportType>Sheet</ReportType><RoleURI>http://0001363573.com/role/FAIRVALUEMEASUREMENTS</RoleURI><NumberOfCols>1</NumberOfCols><NumberOfRows>2</NumberOfRows></InstanceReport>
