Pearson Test of English: An Introduction by The Hindu

PTE provides, free of cost, score report forwarding to universities, institutions and organisations chosen by the test takers

English has emerged as the global lingua franca and the preferred language for communication. Therefore, effective and efficient assessment of academic English language proficiency of the non-native speakers of the language is inevitable. Such an assessment is required for higher education overseas, working abroad or for permanent migration.

International English Language Testing System (IELTS) and Test of English as a Foreign Language (TOEFL) has been the only two assessment tests available so far. We now have one more entrant in this segment.

Pearson Test of English (PTE), the new kid on the block, was launched in October 2009. PLT is the new, international, computer-based academic English language test. The test accurately measures the listening, reading, speaking, and writing skills of test takers who are non-native speakers of English. Pearson is an offshoot of the U.K.-based Pearson PLC, one of the world's leading publishers of educational textbooks and test preparation materials (Longman, Penguin) in addition to being a media group (Financial Times, Economist).

Second biggest market

"PTE is the result of extensive research taken up by our group of language experts for over three years. With our experience, expertise, knowledge and technology, we have entered the field and India is our second biggest market next to China," says Joseph Rospars, vice-president, business development, EMEA and India.

PTE delivers a real-life measure of test takers' language ability to universities, higher education institutions, government departments and other organisations requiring academic English. PTE is endorsed by the Graduate Management Admission Council.

PTE has a few advantages compared to the other English language tests. "Students can receive the PTE score result in just two days. Sometimes, but rarely, the results takes 4 to 5 working days. PTE can be scheduled at a time convenient to the students and that can again be rescheduled (before seven days only). In other words PTE offers test on demand."

Apart from this, the PTE has the added advantage of having developed an additional test called enabling skills. This section provides an assessment of the test taker's skills in grammar, oral fluency, pronunciation, spelling, vocabulary and written discourse and a separate score on this is given in the score report, Mr. Rospars said.

"And yet another important service that PTE provides is score report forwarding to various universities, institutions and organisations chosen by the test takers free of cost."

The PTE score reports are digitally signed and is tamper proof and the score is valid for two years.

The testing method of PTE is designed in such a manner that all the integrated skills of the test taker is assessed thoroughly.

"Ours is not just a series of multiple choice questions. Here, candidates write essays, response and analysis. The first segment of the test is self-introduction of the test taker for one minute which will be recorded and taken for assessment."

Registration

PTE is fully automated and aspirants can register online just 24 hours prior to the test and it can be completed in a single sitting, the duration of the test being three hours.

The PTE has been recognised by top universities and B-schools (Harvard, Yale, Stanford and also ISB in Hyderabad).

To know more about PTE, you can buy their official guide book and audio CD online at www.pearsonpte.com. The fee for PTE test in India is $160.

CHITRADEEPA A.

© Copyright 2000 - 2009 The Hindu

How to conduct effective market research yourself

From asking the opinions of family or friends, to talking to industry contacts and checking the prices of products already available, everyone should do some form of market research before they start in business or launch a new product or service...

Without market research you would have no detailed knowledge of the market you plan to enter, no understanding of your intended customer base and no idea of how much money you may be able to make.

What is market research?

Market research is a way of gaining valuable information that can be used to evaluate your company or new product or service's chance of success. By asking your potential customers about their habits and needs, market research can determine the size of your intended market, as well as the likely demand, price and profit you can anticipate. But it is important to start with the basics. There are five basic questions you should begin with:

• Who are the customers?
• What does the customer need?
• What is my competition?
• What are the gaps in the market?
• Do they like my product? (test marketing)

Some of this information will already exist; all you'll have to do is find it. However some information, particularly that which relates to your specific product or service, will need to be gathered by you. This can prove costly, but there are simple and straightforward steps your business can take.

Before you begin to gather the data you require, you should first have an idea of the type of information you can gather, and how this may be of benefit to you. There are two types of market research: quantitative and qualitative.

Quantitative research

This form of market research produces numerical data. It can be used to determine the size of a market, how much it is worth and where the specific growth areas lie. Quantitative research can also provide you with an understanding of who your customers are or will be: their age, gender, location etc.

Qualitative research

Although it does not provide numerical data, qualitative research can help you understand the attitudes and beliefs of your customers. There are often no set questions involved, instead participants are presented with topics, problems or possibilities to consider. It is ideal for generating or developing ideas, testing reactions to advertising or branding and pinpointing gaps in the market.

Qualitative v quantitative

If, for example, a company had developed a new flavour of popcorn, it would need to gather both quantitative and qualitative research in order to establish the best way to sell, market and position the product.

Initially it would probably find out about the popcorn market as a whole by gathering quantitative research such as:

• the value of the UK popcorn market
• how that market is broken down (% ready-to-eat; % microwaveable etc.)
• recent trends in the snack-food industry (eg the decline in popularity of fatty foods).

This would be followed by qualitative research which would answer questions such as:

• how does the customer feel about popcorn?
• when would the customer think about eating popcorn?
• what would encourage them to try a new flavour of popcorn?
• how aware is the customer of the low fat nature of popcorn?

How can I do it myself?

Use every opportunity to encourage customer input. For example, next time a client phones, say, "By the way, we're trying to improve our service to customers. How do you think we could make it better?" But be aware: people often say what they think you want to hear.

DIY surveys

For most small businesses cost constraints mean that they have to carry out market research surveys themselves. While not as effective as an independent survey, these can still provide invaluable feedback. Here's how to conduct your own market research:

·         Set your aims. First decide exactly what you want to know. For example, are you looking for customer reactions to service or do you want to assess future buying intentions? This requires more open or leading questions. 

• Design the survey. Whether written or conducted by phone, a questionnaire must have unambiguous questions, a clear flow, and be easy to respond to. Think about the key areas on which you'd like feedback. Consider each question carefully and avoid overloading the survey with too many questions or choices.

• Make your survey user-friendly. Although tick-boxes are easier to analyse and compare, written responses give more depth. For qualitative questions, use even numbers of tick boxes to prevent people plumping for the middle one.

• Do a dummy run. Test a draft on several people to see if they understand the questions the way you intended them.

How many people should I ask?

Surprisingly few responses can provide a reasonably accurate measure of customers' feelings. If you have a handful of customers, you could ask them all. If you have thousands, 200 postal responses would give you plenty to work with.

For an in-depth telephone survey, 50 or even just 20 responses should give you the answers you need.

Checking the basics

A survey is also an ideal way to bring your customer database up-to-date. So ask them to check you have the right name, address and phone number. But you are more likely to get the unvarnished truth if responses are anonymous.

Increasing response levels

Replies to your survey will increase dramatically if you make it easy and potentially worthwhile to respond. Ease of response is down to design. Try to fit your survey on one side of a large postcard with a freepost address or a stamp attached. As an incentive consider offering a reward to every person replying.

Telephone survey

A telephone survey allows you to clarify questions and gives respondents scope to expand on open-ended answers. However, telephone surveys can be time-consuming and costly.

Get more for your money

One big cost of a mailed questionnaire is the postage. So why not take the opportunity to do some selling as well? Pop in details of some special offer or new service, or ask for some potential customers' names. Be careful that this doesn't obscure or compete for attention with the questionnaire.

Prepare properly

Think what would make you answer a questionnaire if it landed on your desk. Explain why you have sent recipients your questionnaire and why they should take the time to complete it.

Show your gratitude

Tell your customers the results honestly and highlight the actions you will take to correct any revealed problems. Thank them for contributing, publish the names of prize draw winners and send out their prizes promptly.

Interpreting the responses

How will you analyse the answers? This depends on the number of responses you expect. You can analyse a few by hand. For larger numbers, you could use a database or spreadsheet. For multiple choices or open-ended questions there are some good, relatively inexpensive survey-analysis packages.

Collate the replies and decide what implications they have for your business. Once you've drawn conclusions, plan what specific actions you will take to address them.

 

 http://www.clearlybusiness.co.uk  

Study Abroad Basics by India Today, Aspire

 Rohit Pithauria  | INDIA TODAY ASPIRE

In the world of global citizens and the ever-growing competition in the job arena, it gets imperative to be equipped with an education that has enough teeth to make you climb the ladder of success. Many students opt for an education abroad that not only comes with a brand value but also provides exposure to the foreign education system and industry mechanisms. The process of choosing a course and a college is long-drawn and requires comprehensive planning. The first step requires making an informed decision about the course one decides to pursue. Students should not get swayed by the popular choices and follow the decision of others and their career path.  You must consider your future educational or professional goals and personal interest before zeroing in on a course. The question when is the right time to start the application procedure looms large for students and they usually find themselves at the crossroads trying to make sense of the whole thing. The best way to make the most is to start early. You should be equipped with all the information, so that you don't have to worry about filling the application forms in haste. An applicant should be thoroughly researched. It takes on an average about three-four months to be armed to the teeth with the necessary information.  For the US, the process should be started from April of the previous year, October of the previous year for the UK and France, and August for Australia. France is also becoming a favourite destination of many students because of its low cost of education compared with other universities abroad.  "The cost at the French universities is one-third of the US and the UK as its government largely subsidises education costs for French and international students alike," says Golda Malhotra, senior education adviser, CampusFrance-French Information and Resource Centre. The applicants are usually flummoxed with the decision of how many universities to apply to. Usually, the answer lies in the capacity of the application and one's finances. It is a common practice to apply to eight to universities: two dream universities, two that you are likely to get into and the rest where you have an even chance of admission. "When to apply largely depends on the number of intake during the session. In case of master's or higher level programmes in the UK, the number of the intake is paramount in deciding when to apply, as most of the intake is for the September-October session," says Amit Chaturvedi, Head Education UK-NI, British Council, Delhi.  The applications can be costly, so the applicants should either be prepared to shell out that kind of money or apply to the universities/colleges where he/she sees fit. In the US, the application fee for one university can be anything between Rs 1,500 and Rs 5,000. Those applying to a master's or a higher level programme can also contact the faculty or students through e-mail to get first-hand information.  To make your application look strong and cohesive, it should be accompanied with academic transcripts, financial documents, recommendation letters and certificates of extra-curricular activities. Unlike Indian education system, foreign universities look for well-rounded personalities and consider non-academic achievements to assess the calibre of students. So, an applicant should be able to back up the activities she/he is into by way of the certificates. It does not mean that the applicant has to have interests in varied activities; one or two credible activities can also better your chances substantially. Letter of recommendation Another plus in your resume is the letter of recommendation. A letter of recommendation serves universities in putting the pieces together as it depicts the applicant from the third person's viewpoint. The recommenders can be teachers or employers. You should take the relationship with the recommender in consideration as length and quality matter. Make a point not to include the recommenders who have the same inputs to share. Recommenders should be aware of your strengths, accomplishments and failures, and how you overcame them. The letter should include an introduction of the recommender, ample evidence to justify the statements made, mention the applicant's knowledge of the field, communication skills, team skills, ability to handle crises and decision making abilities. Following points should be kept in mind for drafting the recommendation letter: Choose recommenders who have known you for some time and know about your academic achievements, potential and future goals. The designation of the recommender is not as important as the fact that it should be someone with whom you have been associated with closely and can comment on your potential for success. This can be quite helpful and prove to be beneficial. The recommenders can even try to make a comparative assessment with your peers. The recommendation letter should list both your strengths and weaknesses. The recommender could refer to your leadership quality. The recommender should be able to state your level of academic preparedness for your intended field and how you will benefit from a higher education abroad. Acing the tests Scoring well in your senior secondary examination or graduation is just not enough to secure that coveted seat in a foreign university. Many universities are not content with your transcripts of Indian universities as they can't equate the marks with their own grading system. So, you most opt for tests such as the Scholastic Aptitude Test (SAT), Graduate Record Examination (GRE), Graduate Management Admission Test (GMAT), and Test of English as a Foreign Language (TOEFL), International English Language Testing System (IELTS) among others to test your proficiency in written as well as verbal English. The GRE (General test) measures verbal reasoning, quantitative reasoning, critical thinking and analytical writing skills that are not related to any specific field of study. The GRE (subject tests) gauge undergraduate achievement in biochemistry, cell and molecular biology, biology, chemistry, computer science, literature in english, mathematics, Physics and Psychology. The subject tests are given on paper-based test centres worldwide three times a year- October, November and April. GMAT can be taken year-round. These tests should be taken as early as possible. Doing so has its advantages for one, it helps you decide which universities to apply to. Also, if you take the tests late, the application formalities will distract you. Finally, taking the tests early leaves you with the option of taking them again before the deadline, if need be. The ideal time to spend on studying is two to four months for the SAT, GRE and GMAT. For IELTS and TOEFL, those with good English require a fortnight, while others may need to put in two-three months. Universities outside the US differ on the requirement for tests. But if you are confident of scoring well, it's a good idea to take them and send your scores even when they are not an admission requirement. A good score always adds strength to the application package. Statement of purpose (SOP) The essay/personal statement/letter of intent is a vital item of an application packet. Since it is uniquely about you, it is an opportunity to make your application stand out from the rest. SOP is a statement of your educational background, major areas of interest, immediate and long-term goals. The key-word here is purpose and therefore, one's reasons for deciding to pursue education in a particular field and at a particular institution. Your expectations with regard to the programme and career opportunities should be clearly articulated. It should reflect your overall personality. That's why it becomes essential that you don't cheat and be honest to yourself because most universities are equipped to find the discrepancies. The synergy between your background, proposed study and future goals should be expressed in this document. Pocketing a visa The next step is to grab the study Visa. Often, visa applications are rejected because of lack of clarity, unsure professional goals which lead to the applicant's inability to prove his/her 'non-immigrant intent or the intention to return to India after his or her studies. The onus is on the student to prove the non-immigrant intent. You have to show that you have enough factors calling you back to India. What demonstrates this best is a clear career plan. Land ownership and family business are some other proofs, but what matters most is how you intend to use the education on your return to India. The Visa section expects you to know exactly why you have chosen a particular country, university and programme. Another important consideration is financial soundness. It is important to prove that you have enough funds for the first year of education and even for subsequent years you will have access to such funds. IELTS and TOEFL IELTS (International English Language Testing System) and TOEFL (Test of English as a Foreign Language) have four sections--reading, listening, speaking and writing. A good score on TOEFL is 100 or above and seven or above on IELTS. Those with good English need only a few practice tests to be familiar with the format. Others need to put in two to three months. 1. The TOEFL tests your ability to use and understand English used in American colleges, so you should read textbooks, encyclopedias and journals. 2. Take enough practice tests to build up stamina. IELTS and TOEFL are long tests and can consume time. 3. In the first two sections of the TOEFL, the difficulty level goes up or down depending on your answers. So spend more time on the first 10-15 questions. 4. You can understand a difficult sentence by replacing difficult words with easy ones of the same form. Keep your focus on information and not words. 5. For the listening section, listen to as many practice tapes as possible. If you miss a word, don't rewind and play again. You won't get this chance in the actual test. 6. Write down the important keywords in the conversation. But don't write the whole sentences because this takes your attention away from the conversation. 7. In the speaking section, be formal while answering. Do not reply with one word or one sentence answers. Make your answer four or five sentences long. SAT The SAT (Scholastic Aptitude Test) has three sections-mathematics, critical reasoning and writing. The average score is 1,520 and prestigious universities expect 1800+. 1. Make educated guesses since 0.25 marks are cut for each wrong answer. 2. Don't spend too much time on one question since all carry equal marks. 3. Don't make stray marks on the answer sheet since a machine scores the test. 4. Keep checking that you are marking the answers in the correct section. 5. Do not enter complicated numbers. For instance, 3 1/2 should be 3.5. 6. Memorise decimal conversions. Know the values of 1/2 to 1/12 to save time. 7. Remember meanings of technical terms like acute angle and polynomial. GMAT and GRE The GMAT (Graduate Management Admission Test) has three sections-writing, quantitative section and verbal section. The average score is 520 to 550, but top B-schools require a score above 650. The GRE (Graduate Record Examination) has the same divisions, but focuses more on verbal ability. Top universities require a score of 1,400+. 1. Doing well in CAT doesn't imply doing well on the GMAT. CAT is all about calculations, while GMAT is about mathematical understanding and not long calculations. 2. If you answer the first few questions correctly, you get questions of a higher level, carrying more marks and vice-versa. So spend more time on the first 10 questions. 3. Since these are computer-based tests, it is important to practice on the computer and not in test-preparation books. 4. It is ideal to practice two tests a week for seven weeks. Measure your timing and take the whole test at a stretch to build stamina. Try doing two tests back-to-back. 5. For the verbal section, read good American journals like the Wall Street Journal, Financial Express and Time. Test preparation won't suffice. 6. In the quantitative section, none of the questions require lengthy calculations. While preparing, learn strategies to get quick and elegant solutions. 7. We tend to spend 25 per cent of our time on the question and 75 per cent on finding the answer. Swap this. Spend 75 per cent time on understanding the question. Institutes British Council http://www.britishcouncil.org/india 91-11-23711401 91-11- 23710111 delhi.enquiry@in.britishcouncil.org USIEF http://www.usief.org.in 91-11-42090909 91-11- 23328944 info@fulbright-india.org Canadian Edu. Centre http://www.studycanada.ca/india 91-11-41515560 91-11-4151 5561 cecindia@studycanada.ca Austalian Education International http://www.aei.gov.au 91-11-41399949 info.newdelhi@aei.gov.au Expert speak: Golda Malhotra, Senior education adviser, Campus France In an SOP, you should describe your interests, goals, career plans and why the school you are applying to is a good choice to pursue these interests. If there is a stringent word limit make sure you include this even at the expense of leaving out some of the other not so important details. Your history should be reflected elsewhere in the applications, through your recommendations, resume, etc. Do not repeat/list experiences and awards if included or can be done in your CV. Your statement should read as though you wrote it specifically for the school to which you are applying. The statement of purpose should read more like a professional document. Most of the time, professors do not want to read about your personal life. Do not use colloquial language in your statement. Your language must be very professional.