ocr cambridge nationals - eckington school · location recce (location visit) and a risk...

OCR CAMBRIDGE NATIONALSCREATIVE IMEDIA - PRE-PRODUCTION EXAMLESSON 14: R081

WHAT IS PRIMARY AND SECONDARY RESEARCH?

UNDERSTAND HOW PRIMARY AND SECONDARY RESEARCH LINKS TO TARGET AUDIENCE

From Last Lesson…

What is the difference between a

location recce (location visit)

and a risk assessment?Exam Style

Question:A company want to use a

picture of Saturn

belonging to NASA for a

book cover.

Describe what steps must

be taken so that these

images can be used.

Can you recall… What does ™ stand for

when it’s next to a brand?

What is a primary source when

conducting research?


UNDERSTAND HOW PRIMARY AND SECONDARY RESEARCH LINKS TO

TARGET AUDIENCE

LearningOutcome

EXAMS SKILLS

TECHNIQUES

LearningOutcome

Past Exam Questions…



TARGET AUDIENCE

Surface Learning:Define the meaning of primary and

secondary research.

Deep Learning:Explain how you would apply research to

a media product.

Apply this to a variety of exam questions.

It’s all about the Grade….

Do you know what grade you

started at?


are aiming for? L2D


are on now?

LearningOutcome



TARGET AUDIENCE

APPLE RELEASED THE IPHONE IN 2007.

THEY DESCRIBED IT AS HAVING “A MUSIC CENTRE, THE

INTERNET AND A PHONE”

BUT SEVERAL LEADING MANUFACTURERS ALREADY

HAD PHONES ON THE MARKET INCLUDING SAMSUNG (WHO

HAD IN CAR PHONES AS EARLY AS 1985).

WHY DO YOU FEEL APPLE WAITED SO LONG TO BRING OUT THE “PERFECT” PHONE?

APPLE SAID THAT THEY NEEDED TO CONDUCT “PRIMARY RESEARCH” ON WHAT EXACTLY THEIR CUSTOMERS

WANTED BEFORE THEY RELEASED THE IPHONE.

LearningOutcome



TARGET AUDIENCE

DEFINE - “PRIMARY RESEARCH”

PRIMARY RESEARCHINVOLVES GATHERING NEW DATA THAT HAS NOT BEEN

COLLECTED BEFORE. FOR EXAMPLE, SURVEYS USING

QUESTIONNAIRES OR INTERVIEWS WITH GROUPS OF

PEOPLE IN A FOCUS GROUP.

PRIMARY

A PRIMARY SOURCE IS INFORMATION TAKE DIRECTLY FROM THE ORIGINAL SOURCE

THIS TYPE OF SOURCE IS THE MOST RELIABLE

FORM AS IT IS A FIRST HAND ACCOUNT

WHAT THE SPECIFICAT

ION SAYS….

LearningOutcome



TARGET AUDIENCE

LET’S CONDUCT OUR OWN PRIMARY RESEARCH…

FILL IN THE QUESTIONNAIRE

E X A M P L EWHAT DO YOU LIKE MOST ABOUT THE R081

COURSE SO FAR?I LOVE THE TEACHING, MR SHEPPARD

IS THE BEST

AGE: 15

GENDER: FEMALE

ETHNICITY: WHITE

WHAT DO YOU THINK COULD BE IMPROVED IN THE R081 COURSE?

THE BOOKLETS COULD BE PRINTED IN COLOUR.

LearningOutcome



TARGET AUDIENCE

Write the question(s) and then the answer(s)

THIS IS A SPOT ASSESSMENT. ANSWER IN EXAM STYLE CONDITIONS.

YOU HAVE 6 MINS TO COMPLETE THIS.

A new teenage fashion magazine, called BGStyle, is

being published in March.

1. The magazine will be promoted in a number of audio-

visual adverts on the internet.

(a)Identify the most appropriate pre-production

document, other than a script, for planning the audio-

visual adverts. [1]

(b)State three items that could be included on this

document. [3]

(c)A script is required for the audio-visual adverts. State

two uses of the script [2]

EXAMS SKILLS TECHNIQUES

YOU ARE ABOUT TO LAUNCH A NEW BOY BAND ONTO THE

MARKET & YOU’VE BEEN ASKED TO CONDUCT PRIMARY RESEARCH WITH AN AUDIENCE

OF 12-16 YEAR OLDSMIND MAP

WHAT SORT OF THINGS DO YOU NEED TO KNOW FROM THE AUDIENCE IN GENERAL?

(E.G. EXACT AGE?)

WRITE YOUR QUESTIONS FOR YOUR BOY BAND HERE:

IN ORDER TO CREATE THE PERFECT BOY BAND…

WHAT TWO QUESTIONS MIGHT YOU ASK THE BOYBAND ITSELF?

(E.G. WHICH ARTIST INSPIRES YOU THE MOST?)

LearningOutcome



TARGET AUDIENCE

Surface Learning:

Define the meaning of primary and secondary research.

Deep Learning:

Explain how you would apply research to a media product.


ProgressCan you answer ONE of

the past exam

questions after this

lesson?

LearningOutcome



TARGET AUDIENCE

DEFINE SECONDARY RESEARCH

APPLYING SOME COMMON SENSEBARING IN MIND YOU NOW KNOW WHAT

PRIMARY RESEARCH IS

WHAT DO YOU THINK SECONDARY RESEARCH IS?

A SECONDARY SOURCE IS INFORMATION ON A TOPIC THAT ORIGINALLY APPEARED ELSEWHERE FIRST.

THIS DATA CAN BE USED TO BACK UP RESEARCH FROM A PRIMARY SOURCE

SECONDARY SOURCES INCLUDE:WEBSITES, BOOKS, STATS, VIDEOS, TV DOCUMENTARIES ETC…

SOMETIMES SECONDARY SOURCES CAN BE UNRELIABLE AS THEY MIGHT BE BIASED AND CAN CONTAIN OPINIONS

WHAT THE SPECIFICAT

ION SAYS….

LearningOutcome



TARGET AUDIENCE

DOCUMENTARY SECONDARY RESEARCH

JK ROWLING’S FORMER HUSBANDCHANNEL 5 ARE PRODUCING A NEW DOCUMENTARY ON THE HARRY POTTER AUTHOR’S ORIGINAL HUSBAND BEFORE SHE SHOT TO FAME, BUT HAVE BEEN

DECLINED AN INTERVIEW WITH HIM AND ROWLING HERSELF.

YOU NOW NEED TO CONDUCT SECONDARY RESEARCH ON HER ORIGINAL HUSBAND.

WHAT WAS HIS NAME?WHERE MIGHT HE LIVE?WHY DID THEY SPLIT UP?

HOW LONG WERE THEY MARRIED FOR?WHERE DID THEY MEET?

WHAT ABOUT THEIR DAUGHTER?

WHAT CAN YOU FIND OUT? HOW MANY SECONDARY SOURCES CAN YOU CONFIRM THIS WITH?

ON A SCALE OF 1-55 BEING THE BEST AND 1 BEING

THE WORST

HOW RELIABLE DO YOU FEEL THE INFORMATION YOU HAVE

GATHERED ACTUALLY IS?

HOW MIGHT PRIMARY RESEARCH HELP?

LearningOutcome



TARGET AUDIENCE

Surface Learning:

Define the meaning of primary and secondary research.

Deep Learning:

Explain how you would apply research to a media product.


ProgressCan you answer ONE of

the past exam

questions after this

lesson?

LearningOutcome



TARGET AUDIENCE

PRIMARY IS USING ORIGINAL SOURCES [1] SECONDARY IS USING SOURCES CREATED BY OTHERS [1]

A PRIMARY SOURCE MIGHT BE AN INTERVIEW [1]

A SECONDARY SOURCE MIGHT BE TAKEN FROM A WEBSITE [1]

IT WOULD BE USEFUL TO CONDUCT AN INTERVIEW WITH JK ROWLING HERSELF [1] OR HER EX-HUSBAND DIRECTLY [1]

LearningOutcome



TARGET AUDIENCE

STRETCH & CHALLENGE - CAN YOU ANSWER MORE THAN ONE QUESTION?

Plenary

EXAMS SKILLS

TECHNIQUES

LearningOutcome



TARGET AUDIENCE

ocr cambridge nationals - eckington school · location recce (location visit) and a risk...

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