Identify and explain two possible benefits to FF from changes in IT. See Appendix 1.

Mark scheme

Marking points from the official mark scheme (May/June 2016). The mark or mark type is shown in brackets.

1. [8] Knowledge [2 × 1] award one mark for each relevant benefit
2. Analysis [2 × 1] award one mark for a relevant explanation for each benefit
3. Application [2 × 2] award two application marks for each benefit
4. Award one mark for each relevant benefit (maximum of two), such as:
5. • Increased efficiency/productivity/time saved – increased number of customers served relative to inputs
6. • Lower costs per customer – lower prices
7. • Attract more customers – Improved/faster customer service – greater customer satisfaction/loyalty
8. • Fewer workers may be needed – possibly leading to lower total costs
9. • More motivated workers – feel meet customer needs/do a good job.
10. Award a maximum of three additional marks for explanation – two of which must be applied to this context - of each benefit.
11. Indicative response: Fewer workers may be needed (k) because each photographer can do more of the jobs without help (ap). Therefore, if each photographer can go out and perform a wedding without help then this will increase the productivity of each worker and fewer will be needed (an). Thao and Liang can therefore reduce the number of photographers from 8 to 4 (ap).
12. Possible application marks: private limited company; profitable and grown over last 5 years; provides excellent customer service; photographs; photographers; photography; getting married; weddings, birthdays, family photographs; business customers as well as private individuals; employed 2 additional photographers; 8 photographers; 2 part-time office workers deal with administration and accounts; taking over another photography business; growing externally rather than internally; photographs received on the internet; use an app to download photographs; pay existing photographers 50% above minimum wage; information in Appendix 3.
13. There may be other examples in context which have not been included here.
14. [12] Relevant points might include:
15. Secondary research on weddings: Low cost; Quite a quick way to gain information; Information on the market size i.e. number of weddings taking place; Not qualitative information; Past trends no guarantee of future trends; Information out of date; Information not match exact requirements of research required
16. Questionnaires given out at wedding dress shops: Gathers the opinions of target customers; Quantitative and qualitative data; Information gathered is tailored to exact requirements of FF; Information may not be accurate if questions are poorly phrased; Expensive, as time-consuming
17. Interviews with photographers from other parts of the country: Detailed qualitative information gathered; Customer needs identified; Can be expensive to carry out as time-consuming; Must be careful of interviewer bias; Trends in other parts of the country is no guarantee of sales in their region
18. Knowledge/Analysis/Evaluation – award up to ten marks using the levels-based mark scheme below.
19. Level 1 Outline of the advantages and/or disadvantages of each method of market research to identify customer needs. (Not how the information can be used.)
20. Level 2 Detailed discussion of the advantages and/or disadvantages of each method of market research to identify customer needs. (Not how the information can be used.)
21. Level 3 At least 2 × Level 2+; 9-10 marks for well justified conclusion as to which method of research will be the most effective and why it will be more effective than the alternatives.
22. Award up to two additional marks for relevant application.
23. Possible application marks: profitable and grown over last 5 years; provides excellent customer service; birthdays, brides and grooms, private individuals; photographs; photography; getting married; taking over another photography business; growing externally rather than internally; wedding photographs, photographs received on the internet; use an app to download photographs; information in Appendix 3.