Unit 5BS02 Marking and Annotation of Controlled Assessment

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1 Unit 5BS02 Marking and Annotation of Controlled Assessment When marking a piece of work please remember that the work may need to be: internally standardized externally moderated The person looking at your work will be seeking to understand why you have awarded a certain level. A series of ticks is not at all helpful. Annotation is a requirement of the Code of Practice and centres will have work returned to them to annotate properly if it is not done. The piece of work below has been annotated by the Chair of Examiners to give an indication of how a piece of work could be annotated. For example, a J has been used where a judgement has been made, R where a reason has been given, Supp where support has been given for a judgement etc. The Annotation conventions below are suggestions to help you in this process. J R Co Ca I F Supp UoR PDI Conc SCon judgement reason consequence cause issue factor support use of research appropriate presentation of information and data simple conclusion offered supported conclusion

2 Approaching the marking Skim read the piece to get an idea of the student response and ask yourself the following five questions: If the answer to all these questions is yes then the chances are that you are going to be looking at the upper levels of the assessment criteria. 1. Does the student know what they are talking about? 2. Is the piece well presented and understandable? 3. Is there evidence of research that has been used to answer the question? 4. Is there evidence of analysis? 5. Have judgements been made which are supported? If the answer is a mixture of yes and no, then you are probably looking at the middle ranges of the criteria. If the answer is generally no to each then you are probably looking at the lower levels. You can then go through in a bit more detail using the annotation suggested to help identify where the answer has met the criteria. If there are plenty of Js, supported by Rs etc. (analysis) then you are focusing on the higher levels of the criteria. This helps you to target the answer in the right levels more effectively and also helps the moderator to understand how you have arrived at the marks you have given. Rewarding analysis and evaluation Analysis Look for evidence that the candidate has identified causes, consequences, key factors, key points, reasons etc. Evaluation Evidence for evaluation might be where a student makes a judgment. where a student makes a judgment supported by evidence from research [better] where a student makes a judgment and demonstrates an understanding that the judgment/outcome depends on circumstances using the it depends rule [even better] Evaluation does not assess the process. Do not reward I feel I could have done better if I had used my time more effectively and other such personal reflections. Neither do we want descriptions of what the student has done. The emphasis must be on answering the question.

3 'What is the most important factor in helping Stuart Collins Photography deliver high levels of customer satisfaction? Stuart Collins is a photographer who specialises in the photography of cars but has also done shoots of horses, landscapes and is willing to try anything that comes his way. In any business, customer satisfaction is a key factor in achieving good business. It is no different in the photography industry. It is a competitive market and photographers are approached by companies to take photos. Because of this they need to be noticed, recommended and produce good quality work. I am going to find out which factor with in customer satisfaction is most important and ways in which Stuart Collins can deliver higher levels of customer satisfaction through out the report. The first factor of customer satisfaction is quality. Stuart Collins needs his work Comment: Introduces business and context. Comment: 1 st Factor to be of a high quality. J He is working for top magazines and manufactures who will only higher the best. The companies want expertise and the quality of his work will show this. R But companies will want to sample his work before hiring him to make sure they are getting the standards that they want. Co

4 To demonstrate his work, Collins has set up a website. UoR The above picture is a screen shot of his home page. Straight away he is showing us the type of work he does by putting a large image on this first page. I Stuart must think that this particular image is of good quality as it is the first impression a customer gets. J In addition it is of a car so it indicates the genre that he has expertise in. Supp The next section of his website is a latest page. This shows that he does modern work and is still in business. F He is showing many images to prove his quality is consistent. Conc

5 The following pages on his website are examples of the genres he takes photos of. Automotive, products and people. UoR The page of cars is first showing this is his strength. J Next is products which shows he is capable of commercial work too. Then he has a few shots of people which show that he is flexible and can take a variety of images. I This way he is more likely to please the customer if he can offer photos of anything asked for, J and as a result will deliver high levels of customer satisfaction. Co Finally he has a contact page. This page makes him easy to get hold of so no possible business is lost. I It is also convenient for the customer as the way to contact Stuart is only a click away. Also there is a large image of his finest work on this page, reminding the customer, why they want to hire Stuart. F Comment: Appropriate screen shots selected from research and used to help make points. - PDI Another way we know Stuart produces high quality work, is because he has won awards for his photography and has been mentioned in magazines for it. F

6 UoR./PDI The title is snapper extraordinaire and the article talks about his achievements and his work in magazine photography. This indicates that his work must have been of great quality for it to have earned him an article in CAR magazine. J The magazine also says his stunning shots... we can t wait for him to return. UoR/PDI It is also indicating to all other businesses that, they were so pleased with his work that they want to hire him again. It proves he is of good quality and worth hiring; as result gaining him, more business. SCon However there are other aspects to customer satisfaction. Quality alone will not deliver high levels of customer satisfaction. J For example, could take a fantastic shot of something, but if it is not appropriate to the task he has been assigned, he will not please the customer. R Another factor of customer satisfaction is convenience. I have already mentioned Comment: 2 nd Factor above that his website is convenient as it makes it easy for the customer to

7 contact him. I It is not the same type of convenience as used in retail industries, where it is best to be near by. Instead it is more a case of being convenient by being flexible. J Stuart often gets ed by companies to fly to foreign countries on specific dates to shoot photos of cars. If he can arrange to go to these places at the provided times then he is being convenient and will please the customer. I An example of this is in the he received on the 24 th of April (below). UoR On the other hand, if the customer knows Stuart for his good quality work and really wants to use him, then they may be able to rearrange the date to suit Collins. I Another factor, related to convenience, is reliability. In order to get good Comment: 3rd Factor customer satisfaction, Collins needs to provide a good customer service. J Part of this service involves being reliable. So you can trust that he will show up to the correct locations on time and deliver good photos on time. R Good customer satisfaction can also include ideal pricing. However in the Comment: 4 th Factor interview with Stuart Collins, he said there is normally a going day rate for press

8 shots and magazines normally have a budget. UoR/PDI Therefore the companies hiring Stuart set the prices. He can either accept their work and pay or not. I For that reason I don t think price is a very important factor of customer satisfaction in the photography industry. SCon Something that Stuart Collins does rely on in the photography industry is repeat Comment: 5 th Factor business and word of mouth. I drew this graph from the information in the customer records table. The graph clearly shows that he relies on repeat

9 business and that he mainly gets repeat business from the big magazines such as Evo and CAR magazine. These are two of the leading car magazines so shows he has pleased them with his high quality work and customer service. It also shows that he has worked for 12 different companies in the space of 6 months. This could indicate that he has gained business through word of mouth and recommendation, as 12 companies all from similar markets have asked him to do work for him. However half of these companies have only used him once. This could just be because those companies have only needed one assignment doing recently or it could be the result of bad customer service. Another factor of customer satisfaction that Stuart mentions in his interview is meeting and exceeding the brief. He is given a brief (like the one below) which Comment: Drifts onto repeat purchase which is a measure of customer satisfaction not a method of delivering it. Not relevant to question. Selection and focus of research not at high level here. Comment: 6 th Factor outlines his job and what is expected of him. If he meets the brief to a good standard or exceeds it then he will have good customer satisfaction. J

10 UoR/PDI On the brief is a list of shots that he needs to take. A way of exceeding the brief would be to take more shots then needed so the customer has choice of which to pick. He could also take the cars to different locations to make sure he has a variety of images to present to the customer. Finally the shots have to be appropriate, to his best quality and to meet all the things that the customer wanted. Comment: Appropriate suggested improvements given.

11 Overall I think that the most important factor in helping Stuart to get good levels of good customer satisfaction is quality. This factor involves the main task and Comment: Addresses the question the final end product. Overall it is the end product that is widely judged and remembered. It will therefore most likely to be the cause of recommendations which get him more business. SCon I think the least important factor of customer satisfaction is price as the price is not set by Stuart Collins so he can not be judged by it in this market. Conc Overall comments: An answer which directly addresses the question. 6 factors are offered (more than is necessary) one of which is largely irrelevant to the question. Range of research used (web site, interview, newspaper article, s) and presented appropriately to make points understandable. Good on quality but other factors too brief would have been better focusing more on a few factors than including the irrelevant part on repeat purchase. Plenty of judgements made throughout supported by identification of issues, reasons, consequences and factors and supported conclusions offered at times. Marks: Research Level 4 9 marks PDI Level 4 6 marks Analysis Level 4 9 marks Evaluation Level 4 6 marks Total = 30 marks.