1. Unit 2:
Initial Skills
Audits
Term 1: Research
Skills

2. Primary Research Skills: RED (no experience)
AMBER (some experience)
GREEN
(confident/advanced)
Skill area Definition/When would I use R/A/G Evidence Target for development
this technique?
Interviews One on one, Question and A See unit 2 blog
answer. ‘Rebrand pitch’
Questionnaires Series of questions on paper
asked to the public with out a
research being there, this is used R
to find out information
Focus groups A focus group is when you get a See unit 2 blog
group of people to give their ‘Advertising focus
opinions on your ideas/product. A group’
I would use a focus group if I
couldn’t decide what to do with my
products.

3. RED (no experience)
Research Skills: AMBER (some experience)
GREEN
(confident/advanced)
Skill area Definition/When would R/A/G Evidence Target for development
I use this technique?
Identifying and When one source lead
following up leads you to another. For A
example if you go on a
website and click on
another link.
Shifting, collating Using folders and See year 12 media
and storing electronic storage to file production ‘ Riot research
information research e.g. Blogger. A task’
Quantitative Numbers, facts,
research statistical information.
R

4. RED (no experience)
Research Skills: AMBER (some experience)
GREEN
(confident/advanced)
Skill area Definition/When would R/A/G Evidence Target for development
I use this technique?
Qualitative This is opinions, point of
Research view, detailed rich
information R
Researching Investigating topic area
content for a through primary and
production secondary methods R
Identifying the Investigate during pre-
market or audience production through
for a product questionnaires and R
focus groups.

5. RED (no experience)
Research Skills: AMBER (some experience)
GREEN
(confident/advanced)
Skill area Definition/When would R/A/G Evidence Target for development
I use this technique?
What an audience Opinions A See unit 2 blog ‘Rebrand
thinks of that pitch and review’
product
How large that The size of the
audience may be audience for example
wide stream
How the product By comparing products
compares to similar you can see the
products weaknesses and
strengths in your
product

6. RED (no experience)
Primary Research Skills: AMBER (some experience)
GREEN
(confident/advanced)
Skill area Definition/When R/A/G Evidence Target for development
would I use this
technique?
Photography R
Filming
Other forms of
observation
Participant observation R

7. RED (no experience)
Secondary Research Skills: AMBER (some experience)
GREEN
(confident/advanced)
Skill area Definition/When would R/A/G Evidence Target for development
I use this technique?
Ratings/circulation
and sales figures R
Audience and
market profiles R
Identifying likely Before I did my
sources A documentary we looked at
certain site that I would use
to research about the riots
Researching A See Unit 2 blog ‘ Advert
Similar products to essay’
understand their
conventions

8. RED (no experience)
Secondary Research Skills: AMBER (some experience)
GREEN
(confident/advanced)
Skill area Definition/When R/A/G Evidence Target for development
would I use this
technique?
• identify how and R
where you are likely to
get the necessary
information
recognise and follow- R
up information trails
when they present
themselves and keep
records of this activity
store the information R
so that it is easily
accessed