Geo invest jan 2010 mark scheme

Mark Scheme (Results) January
2010

GCE

GCE Geography (6GE02)
Paper 01 Geographical Investigations

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January 2010
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General Marking Guidance

• All candidates must receive the same treatment. Examiners must mark the
first candidate in exactly the same way as they mark the last.
• Mark schemes should be applied positively. Candidates must be rewarded
for what they have shown they can do rather than penalised for omissions.
• Examiners should mark according to the mark scheme not according to
their perception of where the grade boundaries may lie.
• There is no ceiling on achievement. All marks on the mark scheme should
be used appropriately.
• All the marks on the mark scheme are designed to be awarded. Examiners
should always award full marks if deserved, i.e. if the answer matches the
mark scheme. Examiners should also be prepared to award zero marks if
the candidate’s response is not worthy of credit according to the mark
scheme.
• Where some judgement is required, mark schemes will provide the
principles by which marks will be awarded and exemplification may be
limited.
• When examiners are in doubt regarding the application of the mark scheme
to a candidate’s response, the team leader must be consulted.
• Crossed out work should be marked UNLESS the candidate has replaced it
with an alternative response.

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General Guidance on Marking
All candidates must receive the same treatment.

Examiners should look for qualities to reward rather than faults to penalise. This does NOT mean giving
credit for incorrect or inadequate answers, but it does mean allowing candidates to be rewarded for
answers showing correct application of principles and knowledge.

Examiners should therefore read carefully and consider every response: even if it is not what is expected
it may be worthy of credit.

Candidates must make their meaning clear to the examiner to gain the mark. Make sure that the answer
makes sense. Do not give credit for correct words/phrases which are put together in a meaningless
manner. Answers must be in the correct context.

Crossed out work should be marked UNLESS the candidate has replaced it with an alternative response.

When examiners are in doubt regarding the application of the mark scheme to a candidate’s response,
the Team Leader must be consulted.

Using the mark scheme

The mark scheme gives:
• an idea of the types of response expected
• how individual marks are to be awarded
• the total mark for each question
• examples of responses that should NOT receive credit.

1 / means that the responses are alternatives and either answer should receive full credit.
2 ( ) means that a phrase/word is not essential for the award of the mark, but helps the
examiner to get the sense of the expected answer.
3 [ ] words inside square brackets are instructions or guidance for examiners.
4 Phrases/words in bold indicate that the meaning of the phrase or the actual word is essential to
the answer.
5 ecf/TE/cq (error carried forward) means that a wrong answer given in an earlier part of a
question is used correctly in answer to a later part of the same question.

Quality of Written Communication
Questions which involve the writing of continuous prose will expect candidates to:

• show clarity of expression
• construct and present coherent arguments
• demonstrate an effective use of grammar, punctuation and spelling.

Full marks will be awarded if the candidate has demonstrated the above abilities.

Questions where QWC is likely to be particularly important are indicated “QWC” in the mark scheme
BUT this does not preclude others.

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Question Question
Number
1(a) Suggest how the weather situation shown may lead to a range of weather
QWC (i, ii, iii) hazards
Series Indicative content
Deep depression centred off the west of Ireland (L946), isobars closely packed
together = possibility of strong or gale force winds (especially with passage of
cold front. Heavy showers and rain are likely to follow in behind the cold
front
At the coast. Western coasts of UK are likely to take a battering, driving sea
onshore – large waves likely. This could potentially cause coastal flooding and
disruption to transport (rail / aircraft, ports - ferrys etc). Surges may be a
bigger risk if combined with spring high tide.
Inland. Hazards inland may be less due to lower wind strength but tree fall is
a bigger risk, together with possible structural damage to buildings.

Note as situation is March, credit possibility of incoming cold air leading to risk
of snow / sleet.
Expect most responses to look at UK, but can choose any other location(s) – so
reward appropriately
Level Mark Descriptor
Level 1 1-4 Basic response only with very limited range / depth of detail. Very limited
understanding of information on map. Lacks structure. Considerable errors in
language.
Level 2 5-7 Shows some understanding of information on map and is able to make some
links to possible weather hazards. Some structure, and some written language
errors. Some use of terminology.
Level 3 8-10 A clear response with effective use of map. Identifies a reasonable range of
places and possible hazards. Expect some mention of possible coastal
flooding. Well structured and balanced response. Written language errors are
rare.

Question Question
Number
1(b) Describe the fieldwork and research you would undertake in order to investigate the
QWC (i, ii, impacts of a named extreme weather event.
iii)
Candidates can chose a range of extreme weather events including:
river flooding, hurricanes, tornadoes, heat wave and drought. Expect floods since it is
more realistic to do fieldwork on, although some candidates may have done others so
credit.
The specification indicates the range of impacts may be social, environmental or
economic. In the context of fieldwork and research it may be difficult to investigate all
of these in any depth, although large events may have measurable / reported economic
impact. Other impacts on health, infrastructure etc could also be suggested. Evidence
of research into these should be well credited.
NOTE candidates should choose ONE extreme event only
Types of fieldwork and research chosen will vary according to the event, so the
information below should just be taken as a guide. Fieldwork approaches can be linked
to increasing risks and there is overlap.
Fieldwork Flooding evidence can come from qualitative sources, e.g.
(primary): historic / eye witness accounts. Use of interviews / focus
groups. Evidence of levels may be anecdotal, i.e. come from
marks on walls, ‘strand-lines’ etc, previous signs of damage.
May also be some quantification of bankfull levels etc; use of
hardware models, e.g. storm simulation. Also credit work
which looks at perception of risk / impact, e.g. via interviews.
Research Use of various sources to get a picture of flood extent,
(secondary): especially GIS EA maps; also flood risk maps for insurance
companies. Historic newspaper cuttings / reports and other
documentary evidence e.g. newcasts etc
The best responses will provide detailed evidence of specific
sources, e.g. specialist weather websites etc, National Rivers
Flow Archive (NRFA), NOAA rather than ‘the internet’.
Level 1-4 Very limited range of fieldwork / research described. Fieldwork may not be appropriate
1 / linked to a weather / flood event. Lacks structure. Considerable errors in language.
Level 5-8 Descriptive style but with some statements about either fieldwork or research
2 approaches linked to a weather / flood event. May be a description that lacks focus on
the question / less relevant techniques. Likely to be unbalanced and lacking detail.
Expect limited use of geographical terminology. There are some written language errors.
Level 9-12 Describes a range of fieldwork and/or research approaches linked to a weather / flood
3 event, but may lack balance. Some use of geographical terminology. Response shows
some structure, limited written language errors.
Max 10 if only fieldwork or research.
Level 13- Structured account which describes a balanced range of personal weather / flood
4 15 fieldwork and research techniques in detail; shows good use of own / group fieldwork,
with good use of terminology. Written language errors are rare.

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Question Question
Number

1(c) Using examples, explain how different strategies can be used to reduce the impact of
QWC (i, ii, drought.
iii)
This is a big topic, so expect a range of strategies, including sustainable options. May be
split short term vs longer term. Management is about redressing the balance between
demand and supply. Candidates may also describe impacts of droughts.

Reducing likely to involve a mixture of improved water harvesting and distribution
techniques, together with water conservation measures (voluntary or forced via payment).
Sustainable approaches are likely to protect or improve the quality / nature of the
existing water resource.

A range of countries and regions can be used to illustrate solutions, e.g. USA, Australia,
Cyprus, China, parts of Africa etc; also UK, e.g. SE England. Farming is a big user of water
so modification of crops and practices may form part of the solution.
Developed, e.g. UK Developing, e.g. Africa
New supplies Seek out new supplies..issue of exploitation
Reducing Hosepipe bans etc, paying for consumption (water meters) & public
demand campaigns, education etc
Water - abstract water from aquifers – - use bunds, line of stones, etc
collection and - water from reservoirs in Wales - fit pumps, repair or dig new wells
distribution - repair leaking infrastructure - communally owned/built
- government or business facilities
decisions - help from aid and NGOs
Adapting - reduce irrigation use - change from nomads to
farming - shift to Mediterranean crops cultivators
techniques - use gene technology - use of drought resistant crops
- use of intermediate technology
Recycling and - recycle more river water - collect and store rain water
conserving - use more ‘grey’ water underground until dry season
water - reduce water footprint - separate ‘clean’ and re-usable
(meters) water

Some answers may contrast types of solution, e.g. community-led vs top-down /
government or choose to contrast locations. Reward appropriately.

Level 1-4 Basic and generalised with one or two ideas only relating to ‘more supply’ or ‘use less’.
1 Weak or no exemplification. Lacks structure and very limited use of geographical
terminology. Considerable errors in language.
Level 5-7 Some ideas examined, but likely in be restricted either in range and or depth. Some
2 exemplification is present but is not comprehensive or very well selected. Some structure
and some written language errors.
Level 8-10 A response where some range of examples and solutions are discussed providing or depth
3 and / or detail. Examples are clearly incorporated. For top of band expect some specific
reference to reducing impact. Well structured and balanced response. Written language
errors are rare.

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Question Question
Number
2(a) Suggest reasons why the two resorts have developed in different ways.
QWC (i, ii, iii)
Two resorts have very different development pathways, reasons may include:
• Accessibility (20C air travel vs 18+19C rail)
• Image of holidays / resorts / country
• Weather and climate reliability
• Cost of holiday (whilst there and cost of package / travel)
• Family friendliness
• Resort / hinterland facilities (for different groups etc)

Alicante is a large resort city in SE Spain. It has an international airport close
by and is popular holiday destination, drawing visitors from all over Europe. It
is an historic Mediterranean port. The local economy is based on tourism,
which has grown considerably since 1960’s with advent of cheaper travel and
the ubiquity of package holidays to the ‘Costa’. Evidence of success can be
seen from the picture with the large number of yachts and high-rise hotels
(although these can be an environmental disaster). The future may become
harder for this type of resort which are dependent on cheap air travel to bring
in overseas tourists receipts.

Great Yarmouth represents a typical UK seaside resort which had its tourism
heyday with the coming of the railways in the mid 19C. Since then, like other
UK coastal resorts, it has had mixed fortunes. It has suffered from loss of
tourism as people have increasingly travelled overseas. The picture reveals
Victorian buildings and a pier. There is a relatively high volume of traffic
indicating popularity of the coastal strip. Like many UK coastal towns and
cities it has also witnessed increased popularity from stag weekend etc; it also
put forward a casino proposal, trying to attract more people. The future for
Great Yarmouth may be brighter if people increasingly chose to take holiday
closer to home to reduce their eco-footprint or air travel becomes
prohibitively expensive.

Candidates are expected to use their own knowledge and understanding of
crowded coasts – reward appropriately.
Credit candidates who provide sensible ideas on possible ‘futures’, although
this is not required as part of the question.
Level 1 1-4 Limited range of factors ideas suggested. May be limited to basic lift-offs from
pictures. Very little evidence for own knowledge of coastal resorts. Lacks
structure and very limited use of geographical terminology. Considerable
errors in language.
Level 2 5-7 Some range of comparative ideas / reasons linked to images. Likely to have
limited depth of detail or range. Shows some knowledge of coastal resorts.
Expect some written language errors, but generally satisfactory structure.
Level 3 8-10 A clear response with comparison of coastal locations and factors. Some
detail in either depth or range. Likely to introduce own knowledge and
understanding. Well structured good use of correct terminology. Written
language errors are rare.

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Question Question
Question Question
Number
Number
2(b) Describe the fieldwork and research you would undertake in order to
QWC (i, ii, iii) investigate the impacts of coastal development.
Impacts could overlap with pressures, e.g. social (e.g. antisocial behaviour,
noise), economic (over-reliance on tourism income) and environmental (e.g.
litter, pollution etc). For the vast number of students, however, Fieldwork in
coastal areas will likely focus on a range of interlinked themes beach
pollution, trampling, litter, visitor surveys / activity patterns, ecosystem
condition, patterns of growth etc. All of these are relevant and should be
rewarded.

Fieldwork Field sketches, video / dvd, focus groups and extended
(primary): interviews with community groups, resort managers, local
authorities etc, activity map.
Also: footpath analysis, litter surveys, graffiti surveys,
biodiversity surveys (using plant keys etc) or assessment
of ecological value is basic ACFOR scale, conflict matrix,
landscape assessment sheet etc.
Research A range of historical documents may support impacts, e.g.
(secondary): newspaper extracts, postcards, local reports etc. Historic
census for population increasesAlso GIS mapping using
Google Earth to provide digitised backdrops. Water
quality surveys from local authority / Blue Flag Award
etc.
Provide credit for possible reference to sampling strategies, e.g. systematic
and stratified, no of people interviewed etc; also some candidates may have
used a pilot survey, e.g. to format questionnaires.

Reward fieldwork and research which seems to be focused on impacts, rather
than general coastal activities, e.g, beach profiles etc.
Credit any work which shows innovation.
Level 1 1-4 Very limited range of fieldwork / research described. Fieldwork may not be
appropriate / linked to impacts. Lacks structure. Considerable errors in
language.
Level 2 5-8 Descriptive style but with some statements about either fieldwork or research
approaches linked to impacts. May be a description that lacks focus on the
question / less relevant techniques. Likely to be unbalanced and lacking
detail. Expect limited use of geographical terminology. There are some
written language errors.
Level 3 9-12 Describes a range of fieldwork and/or research approaches linked to coastal
development impacts, but may lack balance. Some use of geographical
terminology. Response shows some structure, limited written language errors.
Level 4 13-15 Structured account which describes a balanced range of coastal impacts using
fieldwork and research techniques in detail; shows good use of own / group
fieldwork, with good use of terminology. Written language errors are rare.

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2(c) Using examples, explain how managing coastal environments increasingly
QWC (i, ii, iii) relies on a spectrum of approaches from ‘do-nothing’ to hard engineering.
Spectrum idea goes from hard defences: breakwaters, gabions, embankments,
rip-rap, sea walls, cliff re-grading etc) to soft engineering and management:
beach nourishment, beach profiling, dune stabilisation / regeneration,
offshore reefs etc. These are more sustainable approaches.

Hard engineering is often designed to protect high value coastal locations, e.g.
towns and energy installations, but suffer from problems of high expense, loss
of amenity, and problems of failure especially with sea levels rise.
Sustainable coastal defence / management attempts to accommodate, copy or
work alongside natural systems and processes, with ecosystems often playing a
key role. Typically such approaches are small scale, localised and bottom-up
or community driven. They have the advantages of being environmentally
friendly, sometimes cheaper and longer-lasting.
Managed retreat is where the sea is allowed to flood parts of the intertidal
zone – thus creating mudflats and valuable salt marsh habitat.
Coastal realignment may be more controversial since it involves ‘retreating
the line’, e.g. Kent, N. Norfolk and Essex. Many examples overseas where
credit should be given.

There may be reference to integrated coastal management, which sustainable

/ soft options vs hard defences may be discussed. Large coastal cells are
broken down into smaller units and then action is taken via SMP (Shoreline
Management Plans) – hence the ‘spectrum’ idea

Level 1 1-4 Vague in both detail and depth. Very limited appreciation of concept. Lacks
structure and very limited use of geographical terminology. Limited or no
reference to an example. Considerable errors in language.
Level 2 5-7 Uses at least one example to support response. Some structure. Likely to be
lacking in either range or depth, but shows / implies some understanding of
management ‘spectrum’ principle. There are some written language errors.
Level 3 8-10 A clear response which shows understanding of concept. Well structured and
balanced response which uses example(s) effectively (at least one in depth).
Tries to address idea if ‘increasingly’ for max. Written language errors are
rare.

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Question Question
Number
3(a) Suggest reasons for the variation in the number and location of wi-fi access
QWC (i, ii, iii) points shown.
Large number of wi-fi access points shown, but with particular patterns and
spatial distribution. Corridors of access tied to roads / motorways seem to be
linear hotspots, also other concentrations at particular transport interchanges,
e.g. Heathrow Airport. There is a distance-decay of access away from London.
The far west of the map, in particular north of the M4 shows an area with very
few hotspots – a wi-fi desert.

The reasons for unequal provision are likely to be closely tied into population
density and rurality. Hotspots tend to be found were people require access,
e.g. in towns and cities, or at infrastructure hubs such as train stations and
airports (idea of mobile offices / telecommuting). It is not cost effective to
provide large scale coverage where there are not sufficient revenue gains.
Credit candidates that mention that WiFi doesn’t travel well in areas with hilly
topography; also high density buildings can block signal (which may account
for the larger amount of points in built up areas).
Note: The map does not show all hotspots, there are likely to be may private
access points that do not feature on the map.

Large number of wi-fi access points shown, but with particular patterns and
spatial distribution. Corridors of access tied to roads / motorways seem to be
linear hotspots, also other concentrations at particular transport interchanges,
e.g. Heathrow Airport. There is a distance-decay of access away from London.
The far west of the map, in particular north of the M4 shows an area with very
few hotspots – a wi-fi desert.

The reasons for unequal provision are likely to be closely tied into population
density and rurality. Hotspots tend to be found were people require access,
e.g. in towns and cities, or at infrastructure hubs such as train stations and
airports (idea of mobile offices / telecommuting). It is not cost effective to
provide large scale coverage where there are not sufficient revenue gains.
Credit candidates that mention that WiFi doesn’t travel well in areas with hilly
topography; also high density buildings can block signal (which may account
for the larger amount of points in built up areas).
Note: The map does not show all hotspots, there are likely to be may private
access points that do not feature on the map.
Level 1 1-4 One or two basic items of data described from the map; limited to lift-offs.
Lacks structure and very limited use of map evidence to support description.
Explanation is very weak or non-existent. Considerable errors in language.
Level 2 5-7 Some range of comments through interpretation, but may lack either breadth
or depth in description and or explanation. Some structure and expect use of
direct map evidence to support ideas. There are some written language errors.
Level 3 8-10 A clear response with good use of both resources to illustrate inequality. Well
structured and expect use of specific use of map data. For top of band both
description and explanation are present and reasonably well developed. Ideas
are sensible. Written language errors are rare.

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Question Question
Number
3(b) Describe how access to services can help to create marginalised groups in rural
QWC (i, ii, iii) areas.
Marginalisation refers to aspects of separation, i.e. individuals or groups who
are in some way divorced from common aspects of society.
Lacks of access to services can take many forms:
• Technology, e.g. mobile phone reception, wi-fi, high speed broadband
etc
• Bus / train / rail / port infrastructure proximity and frequency
• Places for entertainment and leisure (range , affordability, availability
etc)
• Basic services such as electricity, sanitation etc

Groups can take different forms, e.g. the elderly, the young, unemployed,
single parents, disabled, ethnic minorities etc

In MEDCs inequality more likely to be driven by physical barriers (e.g.
mountains / hills), remoteness or the economics of delivery of a particular
service. Population density (potential market) will also be a factor which links
to marginalisation. Expect candidates to refer to lack of high speed
broadband or poor mobile phone reception. LEDCs other factors at play.
Note – can be examples from rural or urban locations
Candidates may just do MEDC or LEDC.

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Level 1 1-4 Identifies one or two basic ideas only. Very little understanding of
maginalisation. Not rural. Little structure and very limited use of
geographical terminology. Considerable errors in language.
Level 2 5-7 Provides some ideas using either reasonable range / detail. Shows partial
understanding of access to services. Some structure. There are some written
language errors.
Level 3 8-10 A structured account which examines a range of focused ideas. Well
structured and balanced. For top of band may expect specific comment about
particular marginalised groups. Written language errors are rare.

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Question Question
Number
3(c) Describe the fieldwork and research you would undertake in order to
QWC (i, ii, iii) investigate the success of strategies to reduce rural or urban inequality.
There are a range of fieldwork and research opportunities (both for urban and
rural) – expect these to include:
Fieldwork Questionnaires / interviews / oral histories – reactions to
(primary): particular schemes. Interviews with key players /
strategists. EQ surveys may also feature.
Past vs present photographs and other archive
information; also satellite images; use of DVD or video
evidence.
Shopping quality / retail health / diversity, or ‘clone’
surveys linked to historic data.
May also use accessibility inequality, e.g. changes in town
centre bus provision.
Research Use of internet blogs and forums etc to find reactions to
(secondary): particular schemes, or see how an area has changed over
time.
Research access to employment, education, higher-order
shopping etc. Mobility and deprivation. Census data at
the neighbour level is likely to be an important tool. For
some urban areas GIS mapping facilities, e.g. crime may
also be available.

Success it actually difficult to measure, so reward and credit for any sensible
ideas, even if relying on qualitative approaches. Key idea is trying to establish
base line historic data to compare
Note – URBAN only
appropriate / linked to inequality. Lacks structure. Considerable errors in
language.
approaches linked to inequality. May be a description that lacks focus on the
question / less relevant techniques. Likely to be unbalanced and lacking
detail. Expect limited use of geographical terminology. There are some
Level 3 9-12 Describes a range of fieldwork and/or research approaches linked to inequality
and success of strategies, but may lack balance. Some use of geographical
Level 4 13-15 Structured account which describes a balanced range of fieldwork and
research techniques in detail; shows good use of own / group fieldwork, with
good use of terminology. Clear linkage to idea of ‘success’. Written language
errors are rare.

14

Question Question
Number
4(a) Suggest how the information shows that some seaside towns are in greater
QWC (i, ii, iii) need of rebranding.
Many coastal towns are in need of rebranding. There are some issues which
are particular to coastal localities:
• Dependent on seasonal resort economy
• Periperality
• Shrinking economy which lacks diversity
• Decline in traditional industries, e.g. fishing, ship building etc
• Challenges of high concentrations of migrant labour
• In UK, Victorian houses and infrastructure which is not flexible

The data shows that in general, the 3 seaside towns are experiencing some
problems, e.g. low average wages compared to England average etc.
Blackpool is perhaps the least problematic (e.g. average earnings closest to
English average and only 1.0% new migrants). Skegness looks difficult with a
very high proportion of working age claimants (>20%) and very high number of
retired people, although relatively low numbers of economic migrants.

In reality all seaside towns probably need rebranding to break cycles of
decline / poverty and reduce deprivation etc. Factors controlling the degree
of ‘need’ may relate to those above, e.g. peripherality + access to a tourist
population, whether the economy has managed to diversify etc.

15

Credit candidates who, in particular compare data to English average.

Credit any reference to own fieldwork or case study material.
Level 1 1-4 One or two basic lift-offs described only. Lacks structure and very limited use
of geographical terminology. Considerable errors in language.
Level 2 5-7 Some range of ideas linked to Q, but may lack either breadth or depth.
Expect use of 2+ data items / evidence. Some structure and use of
terminology. There are some written language errors.
Level 3 8-10 A clear response with good use of number of data items to support ideas /
comments. Well structured good use of geographical terminology. May try to
consider ‘why’ and the associated factors. Written language errors are rare.

16

Question Question
Number
4(b) Describe how some places have used sport and leisure as a catalyst to ‘kick-
QWC (i, ii, iii) start’ rebranding.
Sport is increasingly being used as a regeneration tool to attract investment
to areas, especially urban areas which have witnessed decline of traditional
industries such as manufacturing. Idea is that a pump-primed sports event (on
the global stage) will attract private investment in the form of new housing,
hotels, public services & transport etc as well as give the location a global
brand (thus attracting inward investment etc). Classic examples include
Barcelona (‘Olympic effect’) and Manchester Commonwealth (2002); also
expect considerable mention of London 2012 and promises of great things.
Sport will also acts a catalyst for tourism receipts, especially for global events
such as World Cup. Candidates may also mention ‘feel-good’ factor.

Not all examples have had undeniable success. Sheffield World Student Games
(1991) was costly with limited impact on cities brand. Issues are ‘white
elephant’ buildings and facilities that are not well suited to needs of the
locals. Many people question the long term economic and social benefits. Key
to success is often to make them part of a bigger regeneration strategy.

Sport is increasingly being used as a regeneration tool to attract investment
to areas, especially urban areas which have witnessed decline of traditional
industries such as manufacturing. Idea is that a pump-primed sports event (on
the global stage) will attract private investment in the form of new housing,
hotels, public services & transport etc as well as give the location a global
brand (thus attracting inward investment etc). Classic examples include
Barcelona (‘Olympic effect’) and Manchester Commonwealth (2002); also
expect considerable mention of London 2012 and promises of great things.
Sport will also acts a catalyst for tourism receipts, especially for global events
such as World Cup. Candidates may also mention ‘feel-good’ factor.

Not all examples have had undeniable success. Sheffield World Student Games
(1991) was costly with limited impact on cities brand. Issues are ‘white
elephant’ buildings and facilities that are not well suited to needs of the
locals. Many people question the long term economic and social benefits. Key
to success is often to make them part of a bigger regeneration strategy.
Level 1 1-4 Identifies one or two basic ideas only. Vague or no reference to a specific
place(s). Little structure and very limited use of geographical terminology.
Considerable errors in language.
Level 2 5-7 Identifies some examples using either reasonable range / detail. Shows some
understanding of idea of ‘catalyst’. Some structure. There are some written
language errors.
Level 3 8-10 A structured account which likely examines successes and failures using either
good range or detail. Well structured and balanced response which selects
places well. Written language errors are rare.

17

Question Question
Number
4(c) Describe the fieldwork and research you would undertake in order to examine
QWC (i, ii, iii) the success rebranding solutions in a rural area.
There are a range of fieldwork and research opportunities (similar for urban
and rural contexts) – expect these to include:
Fieldwork Visit location(s), collect qualitative and quantitative
(primary): evidence, e.g. oral histories of change, perception of
reputation, looking for evidence of change in functional
hierarchy etc. Looking for evidence of improvements to
‘place image’, ‘product’ image and imaging rural people.
Opportunity at busy rural rebranded locations to
determine sphere of influence etc. Lots of photographic
and video evidence expected, e.g. architectural icons /
design features.
Research Photos / postcards illustrating change, changes in
(secondary): employment, visitor profile and published catchment
survey data etc.
Also use of geo-demographic data e.g. postcode checkers
on the internet etc.

In reality it is quite difficult to measure success – credit any acknowledgment
that results may be partial and tentative; based on more subjective
observations. An appreciation that ‘success’ requires looking at what the area
was like before should be well rewarded.
appropriate / linked to solutions / strategies. Lacks structure. Considerable
errors in language.
approaches linked to solutions / strategies. May be a description that lacks
focus on the question / less relevant techniques. Likely to be unbalanced and
lacking detail. Expect limited use of geographical terminology. There are some
Level 3 9-12 Describes a range of fieldwork and/or research approaches linked to solutions
and success of strategies, but may lack balance. Some use of geographical
Level 4 13-15 Structured account which describes a balanced range of fieldwork and
research techniques in detail; shows good use of own / group fieldwork, with
good use of terminology. Clear linkage to idea of ‘success’. Written language
errors are rare.

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January 2010

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