1. Extended Diploma Level 3 in Media Production
Assessment Title: RESEARCH TECHNIQUES FOR THE CREATIVE MEDIA INDUSTRIES
Assessor: N Obayiuwana Student: Course code: 3EDMED
Group: YR 1 & 2
Unit Number: 3 Unit Title: Research Unit Code: L/600/6669
Techniques for
Creative Media
Production
Hand out Date: Final hand in: 23/05/13 Date handed in:
Individual Target:
Actual Grading
P1 P2 P3 M1 M2 M3 D1 D2 D3
criteria
Grade Achieved?
Please note that the grade that you have been awarded is subject to confirmation by the awarding body.

2. Scenario
Research is fundamental to all aspects of creative media production and is the essential starting
point for productions of any scale. It can be used to determine the financial viability of a future
production, to gather a range of information relevant to the content of the production, or to assist
with the planning of technical and logistical requirements.
There are also media companies which conduct extensive research using a range of sophisticated
methods to gather data about audience consumption of media products and services. This has
become increasingly necessary in the highly mixed and competitive environment media industries
operate in.
As research is essential for anyone working within the media industry today, this unit will assist you
to develop various skills which will enable you gather, compare and contrast information necessary
to undertaking media projects.
Learning outcomes
On completion of this unit a learner should
1. Understand the nature and purposes of research in the creative media industries
2. Be able to apply a range of research methods and techniques
3. Be able to present results of research.

3. TASK 1: The Nature and Purposes of Research P1, M1, D1
SUBMISSION DATE: 16th & 17th APRIL 2013
WHAT TO HAND IN: 20 MINUTE GROUP VIVA
In groups of THREE, you and your team will sit around a table, and in a 20 minute session, to be
recorded by your lecturer, comprehensively explain why research is necessary in the creative media
industries.
Concentrate on
1. Defining and explaining primary and secondary research.
2. Describing and explaining the nature and purposes of quantitative and qualitative research.
3. Fully discussing the pros and cons of primary and secondary research.
4. Defining and explaining the nature and purpose of audience, market and production research.
NOTE: YOU MUST USE SPECIFIC EXAMPLES TO ILLUSTRATE THE KEY POINTS YOU
MAKE.
Remember to:
• Support your arguments with elucidated examples and relate your work to the specific products
which you have chosen to discuss
• You must use a variety of sources that should include the Internet, books, and magazines
GRADING CRITERIA
P1 criteria: learners will outline the main purposes of research, covering audience research, market
research and production research. They will also outline the main methods and sources of research
covering primary, secondary, qualitative and quantitative. All aspects of these descriptions will be accurate
and relevant. Whatever is being dealt with will be covered substantially – though not necessarily absolutely
completely.
M2 criteria: learners will talk about research in the media industries in such a way as to show not just what
is done but why it is done, covering audience research, market research and production research
substantially.
D1 criteria: fuller and more extensive explanation, better application of examples, and provision of
argument to support points made, plus the higher quality expression, will discriminate between this grade
and the merit. Learners will justify points made using supporting arguments or evidence, tending to develop
ideas critically (that is, compare, assess and discriminate) and will draw out of an example precisely what it
is about it that exemplifies the point it illustrates.

4. TASK 2: Application & Presentation of Research (P2, P3, M2, M3, D2, D3)
SUBMISSION DATE: 23RD MAY 2013
WHAT TO HAND IN: A 15 – 60 PAGE IDEA / RESEARCH POWERPOINT DOCUMENT
You will present research for a 3 to 8 minute short film.
The research you present along with your idea should show that you have conducted
1. Primary research: This can include, amongst other things, questionaires and recorded video
interviews with members of your intended audience. You should also include photographs of
possible locations you could use in your production.
2. Secondary research: This aspect of your research should show that you have thoroughly
investigated other short films. Your research should also highlight an awareness of film festivals
and competitions that screen these films.
3. Audience research: You should identify the audience you are targeting for your film. Explain
how geodemographic and psychographic factors will affect your audience; draw attention to the
possible age, gender, sexual orientation and education characteristics of your intended viewer.
4. Market research: Your presentation should evidence an awareness of your competition in the
short filmmaking field, analysing some of the success stories alongside the failures.
5. Production research: Your proposed project should contain the names of some of the people
you think will work on you film, budget proposals, resource requirements, health and safety
assessments, possible locations, storyboards and any other documents you think are
appropriate.
You will present in a well structured Powerpoint your film idea and the research you have
done. Your presentation should include text, annotated images, photographs, data graphs
and video(s).
How to hand in your assessment
This assessment must be handed into Nosa Obayiuwana by the hand in date and
time on the front of the assignment brief.
If you have a valid reason why you will not be able to hand in the work on time, you
will need to fill out and hand in an AE1. If you need to ask for a longer extension you
will need to fill out and hand in an AE2 to your Head of School at least two days before the
assessment deadline.
ALL WORK SHOULD BE HANDED IN DIGITALLY. YOU NEED TO ENSURE THAT YOU HAVE
SIGNED THE SUBMISSION SHEET AFTER HAND IN.

5. GRADING CRITERIA
P2 criteria: learners will apply some research methods, such as surveys or questionnaires, to obtain useful
and relevant information. They will be able to use secondary as well as primary sources. Quantitaive and
Qualitative research will be accurate and relevant.
P3 criteria: presentation of results will be basic, and, in oral presentation of results, delivery will lack
confidence. Though visual aids or graphics will be unsophisticated and will typically not be clearly linked to
the content of the presentation or report they will nonetheless provide the basic relevant information.
Findings are likely to be basic and conclusions drawn will be assertions lacking support. Referencing and
citation of sources may typically be incorrectly formatted and imprecise.
M2 criteria: learners will employ a wide range of research techniques more discriminatingly and with greater
independence. Their findings will show a clear understanding of the limitations and possibilities of primary
and secondary research. Qualitative research will be evidenced by well-focused material and learners will
evaluate it to draw conclusions from it. Learners will be able to reflect on how procedures may influence
findings. Quantitative research will be accurate and substantial, and carefully analysed. Work will show an
understanding of various procedures and will have moved well beyond reliance on internet research. Work
will be approached methodically and with adequate preparation. Processes will be undertaken with care and,
generally speaking, thought will be put into the work.
M3 criteria: learners will make careful, detailed presentations, whether in written or oral form, which reflect a
good range of research techniques and wide ranging examples of their research methods. Oral presentation
skills will be good, and delivery will be clear. Visual aids or graphics will provide information clearly though
they will not always be obviously linked to the conclusions of the presentation or report. Listeners or readers
may occasionally find themselves having to make these links for themselves. Findings will be derived from
the evidence though support for them will not be strong and there will be a tendency towards assertion rather
than argument. Quotation from and referencing of sources will be generally good though may still contain
some small areas or omissions in formatting.
D2 criteria: learners will undertake extensive and independent research confidently, looking beyond the
obvious sources of information. They will be able to use the full range of techniques and procedures, all of
which they will clearly understand. Evidence will typically include contact and communication with relevant
organisations, agencies and individuals. All material gathered will be focused on the topic of the research,
and will be thoroughly analysed so that conclusions drawn will make full use of the material and will clearly
derive from it. All this will be approaching the standards that would be expected of a professional researcher.
Learners will be able to evaluate the effectiveness of a particular research method over another for a specific
purpose and will be able to judge how procedures may have influenced findings.
D3 criteria: learners will present their findings, whether orally or in writing, with fluency and confidence,
using a wide vocabulary and using both general and technical language with accuracy. Whether written or
oral, presentational skills will approach professional standards. Visual aids or graphics will provide
information clearly and will be explicitly linked to the content of the presentation or report. Findings will be
clearly derived from the evidence and will be supported by sound argument. There will be consistently
precise quotation from and referencing of sources.

6. Student feedback on what you liked and/or disliked about this assessment.
Tick the ones that apply to you.
J K L
I enjoyed the task.
I understood the task.
The deadline was realistic.
I had enough support.
For staff use only.
Internal Verification This IV IV Date:
assessment name: signature:
has been
verified and
form IV8
completed:
SMOG INDEX: 17.5
N.B. Test for readability on scenario and tasks only.

7. Assessor marking grid
Student name:
Grading Grading criteria Achieved (ü) Comments/Feedback Target
Not attempted (NA) date for
Criteria
Fail (F)
Referral 1 (R1)
referal
Referral 2 (R2)
P1 describe the nature and purposes of
research in the creative media
industries with some appropriate use
of subject terminology [IE]
M1 explain the nature and purposes of
research in the creative media
industries with detailed illustrative
examples and with generally correct
use of subject terminology
D1 comprehensively explain the nature
and purposes of research in the
creative media industries with
elucidated examples and consistently
using subject terminology correctly
P2 apply research methods and
techniques with some assistance [IE]
M2 apply research methods and
techniques competently with only
occasional assistance
D2 apply research methods and
techniques to near-professional
standards working independently to
professional expectations
P3 present results of research.
M3 present results of research
competently.
D3 present results of research to near-
professional standards.

8. First submission general comments
Assessor signature: Date
Learner signature: Date
Referral and upgrade general comments.
Assessor signature: Date
Learner signature: Date