Software Firm’s Standardized Tests a Hit With Parents
Educators make no secret of their deep skepticism about standardized testing. But parents--especially many affluent, overachiever types--don’t tend to share those doubts.
They want to know, as precisely as possible, if their kids are keeping up or falling behind.
That’s one reason why Virtual Knowledge, a Massachusetts software firm, has the fastest rate of growth among the 25 largest publishers of educational software, according to PC Data of Reston, Va. The company’s series of computerized vocabulary, math and reading tests--all of which masquerade as games--has sold more than 200,000 copies in less than a year.
The tests tell parents exactly how their kids rank in spelling, say, when measured against their peers. Unlike the recent standardized testing in California, there’s no attempt to smooth over a score at the 23rd percentile by telling parents it’s “average.”
Still, Al Noyes, the company’s marketing chief, says parents should use the $29.95 tests with caution. “The best use,” he says, “is for setting priorities for what they can work on with their children . . . and as a framework for a discussion with their teacher.”
Next month, the company will put out a test aimed at preschoolers to see if they can recognize colors, numbers or letters--even if they’re still sitting on their parent’s knee.
Some experts in child development contend that testing of kids younger than second or third grade is misguided. Kids develop, quite naturally, at different rates. Besides, the results of such tests can vary wildly from day to day.
On the plus side, Noyes argues, the animated characters, goofy voices and bouncy music of the computerized exams “give a child a very positive introduction to testing and testing is a fact of life.”
