3/ITGSX/HP3/ENG/TZ0/XX/M

Markscheme

Information technology
in a global society

Higher level

Paper 3

12 pages
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1. (a) Define the Augmanted Reality? [2]

Answers may include:

 Integration of digital information with user's reality

 Interactive experience between computer-based content and real-world experience
 Augmented Reality is the blending together of the real world environment with the virtual world. To bring the
virtual world into view, you need a camera and a screen to create augmented reality. Augmented Reality use
exploded for regular consumers back in 2016 with the popularity of the Pokemon Go app, so it is a good
example to use
 the real-time use of information in the form of text, graphics, audio and other virtual
enhancements integrated with real-world objects
 Augmented reality or AR is technology that presents us with virtual objects and information in our
field of vision. If I am looking at a street, for example, and point my smartphone towards that street,
it may give me more information, such as names of cafes, gyms, dentists

Award [1] for define the term augmented reality up to [2] marks.
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(b) What is technological determinism?

[2]

Answers may include:

 Technological determinism is the idea that technology shapes social change. It determines our
future. Technological determinism believes that advancements in technology are the moments
that bring on each new phase in human history
 the idea that technology has important effects on our lives.
 Technological determinism is the theory that a society's technology determines its
cultural values, social structure, and history.

Award [1] up to [2] marks.

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2. “Collection of increased quantities of data about customer behaviors and stock inventory will lead to an
enhanced customer experience” while using some of these technologies. Explain THREE concerns of
increased collection of data about customer behavior [6]

Answers may include:

 Privacy concerns
Privacy is about having control over what data is collected about you and how it is used.

The development of data warehouses, which are very large relational databases used for querying, reporting
and analysis has provided the opportunity to access and use data in ways previously not possible. Although
this can have significant benefits, some of the methods of data collection raise concerns about privacy.

 Data Integrity
Ensuring that the data is correct, relevant, and up to date

The data may be:

 Entered incorrectly
 Out of date
 Transferred from another database incorrectly
 Changed accidentally
 Changed deliberately
 Incomplete
 Totally missing

 Data Security
Data users must ensure they take adequate measures to prevent unauthorised access to the data they hold
such as:
 hacking of database servers
 physical theft of database servers
 interception during physical or electronic transfer
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Marks Level descriptor

 No knowledge or understanding of ITGS issues and concepts. No use of

0
appropriate ITGS terminology.

 A limited response that indicates very little understanding of the process of increased
collection of data about customer behavior. Uses
1–2 marks little or no appropriate ITGS terminology. No reference is made to the scenario in the
stimulus material. The response may only be theoretical and/or a general descriptive.

 A description or superficial explanation of the process of increased collection of data

about customer behavior can be used to enhance customer experience. There is some
3–4 marks
use of appropriate ITGS terminology in the response. The description may omit some
essential details about three concerns.

 An explanation of the process used increased collection of data about customer

behavior that can be used to enhance customer experience. Explicit and relevant
5–6 marks references are made to the scenario in the stimulus material. There is appropriate ITGS
terminology throughout the response. Candidates are likely to have addressed three
concerns.
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3. "Madeleine anticipates that, once customers are in the flagship store, these technologies will
lead to an increase in sales". (lines 50-51)
         To what extent will the introduction of these technologies impact the retail
stores?
[8]

Answers may include:

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Impacts can be real or potential which means they may be generic in nature. Better responses
(competent and proficient bands) would have examples appropriate to the scenario and their
own research. Unrealistic impacts not directly related to the scenario are to be ignored.

A conclusion based on a discussion of importance would be expected, with reasons to support

such conclusions provided.

Marking Guidelines
Adequate (3-4 marks): candidates will most likely describe factors, with little discussion
on their importance, potential impact or appropriateness

Competent (5-6 marks): candidates will describe the factors and then include some
discussion on their importance, potential impact or appropriateness

Proficient (7-8 marks): candidates would be expected to include a balanced analysis of

the respective importance of the factors. To reach the higher markband, links between
the factors and the management of the data would be expected.

Please see generic markband on page 9.

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SL and HL paper 1 part (c) and HL paper 3 question 3 markband

Marks Level descriptor

 A response with no knowledge or understanding of the relevant ITGS issues and

No marks concepts.
 A response that includes no appropriate ITGS terminology.

 A response with minimal knowledge and understanding of the relevant ITGS issues
and concepts.
 A response that includes minimal use of appropriate
Basic ITGS terminology.
1–2 marks
 A response that has no evidence of judgments and/or conclusions.
 No reference is made to the scenario in the stimulus material in the response.
 The response may be no more than a list.

 A descriptive response with limited knowledge and/or understanding of the

relevant ITGS issues and/or concepts.
 A response that includes limited use of appropriate
ITGS terminology.
Adequate
 A response that has evidence of conclusions and/or judgments that are no more than
3–4 marks
unsubstantiated statements. The analysis underpinning them may also be partial or
unbalanced.
 Implicit references are made to the scenario in the stimulus material in the
response.

 A response with knowledge and understanding of the relevant ITGS issues and/or
concepts.
 A response that uses ITGS terminology appropriately in
Competent places.
5–6 marks  A response that includes conclusions and/or judgments that have limited
support and are underpinned by a balanced analysis.
 Explicit references to the scenario in the stimulus material are made at places in the
response.

 A response with a detailed knowledge and understanding of the relevant ITGS issues
and/or concepts.
 A response that uses ITGS terminology appropriately throughout.
Proficient
 A response that includes conclusions and/or judgments that are well supported and
7–8 marks
underpinned by a balanced analysis.
 Explicit references are made appropriately to the scenario in the stimulus
material throughout the response.
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4. "Loic is concerned that the four new technologies will lead to the collection of more personal
data from customers ( Lines 55)
 Evaluate the common concerns of introducing these new technologies

. [12]

Answers may include:

For the introduction:

Against the introduction:

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Note to markers: the format of the ethical and impact analysis used by the school is not
specified. The balanced analysis referred to in the markscheme is the student’s own analysis.
The student may refer to different techniques that could be used by the school, eg negotiations,
and others in the case study or from their own research. The marks for referring to these are
applied under this part of the rubric: Explicit references are made appropriately to the
information in the case study and independent research throughout the response.

Please see generic markband on page 12.

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HL paper 3 question 4 markband

Marks Level descriptor

 A response with no knowledge or understanding of the relevant ITGS issues

No marks and concepts.
 A response that includes no appropriate ITGS terminology.

 A response with minimal knowledge and understanding of the relevant ITGS

issues and concepts.
 A response that includes minimal use of appropriate
ITGS terminology.
Basic
 A response that has no evidence of judgments, conclusions or future
1–3 marks
strategies.
 No reference is made to the information in the case study or
independent research in the response.
 The response may be no more than a list.

 A descriptive response with limited knowledge and/or understanding of the

relevant ITGS issues and/or concepts.
 A response that includes limited use of appropriate
ITGS terminology.
Adequate
 A response that has evidence of conclusions, judgments or future
4–6 marks
strategies that are no more than unsubstantiated statements.
The analysis underpinning them may also be partial or unbalanced.
 Implicit references are made to the information in the case study or
independent research in the response.

 A response with knowledge and understanding of the relevant ITGS issues

and/or concepts.
 A response that uses ITGS terminology appropriately in places.
Competent
 A response that includes conclusions and/or judgments that have
7–9 marks
limited support and are underpinned by a balanced analysis.
 Explicit references to the information in the case study or independent
research are made at places in the response.

 A response with a detailed knowledge and understanding of the

relevant ITGS issues and/or concepts.
 A response that uses ITGS terminology appropriately throughout.
Proficient
 A response that includes conclusions, judgments or future strategies that
10–12 marks
are well supported and underpinned by a balanced analysis.
 Explicit references are made appropriately to the information in the case
study and independent research throughout the response.