Paul A. Ramsey Senior Vice President International Division Educational Testing Service Princeton, N

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Paul A. RamseySenior Vice PresidentInternational
DivisionEducational Testing ServicePrinceton,
NJ 08541Tel [phone]Fax
1-609-683-2310E-mail pramsey_at_ets.org
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Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004

• ETS Initiatives in the International Arena

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Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004

• Established in 1947, ETS is a non-profit,
  non-governmental, educational, and research
  institution committed to the science of testing.

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Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004
ETS is the largest research-based testing agency
in the world. 2,400 Employees in 7 countries
220 Test Developers 160 Researchers 26
0 Data Analysts
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Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004
ETS has offices and staff in The United States
Canada France Germany Jordan The Netherlands
Puerto Rico
Qatar
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Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004

• The ETS Mission is to
• Help advance QUALITY and EQUITY in education by
  providing FAIR and VALID assessments, research,
  and related services. Our products and services
  measure knowledge and skills, promote learning
  and performance, and support education and
  professional development for all people WORLDWIDE.

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Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004

• We test in about 200 countries worldwide.
• Student Advising, provided by ECA, is available
  in about 160 countries worldwide.
  
• Information By United States, Department of
  State, Educational Cultural Affairs Branch
  (ECA)
  

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Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004

• ETS premier expertise is assessment ALL
  aspects of it.
  
• Test Design Test Scoring
• Test Creation Test Analysis
• Test Administration Test Reporting
• Test Security Test Program Auditing

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Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004
Our goal is to ensure Fair Valid Testing
Reliable
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Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004

• Our core competency is
• LARGE-SCALE testing
• worldwide.

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Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004

• Large-Scale Testing
• SAT 3,141,000
• Preliminary SAT/National Merit Scholarship
  Qualifying Test (PSAT/NMSQT) 2,293,000
  
• Test of English for International Communication
  (TOEIC) 2,300,000
  
• Advanced Placement Program (AP) 1,390,000
• Test of English as a Foreign Language (TOEFL)
  760,000
  
• National Assessment of Educational Progress
  (NAEP) 57,000
  
• Praxis 919,000
• Graduate Record Examinations (GRE) 494,600
• Graduate Management Admission Test (GMAT)
  265,000
  
• All figures from 2002-2003

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Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004

• Large-Scale Testing
• We write
• 30,600 multiple-choice questions each year
• 540 essay questions each year
• We score 
• 9.7 million answer sheets each year
• 32.2 million essays each year

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Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004

• New International Division Created in
• July 2003

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Educational Advising Regional
ConferenceEurasia Moscow, RussiaAugust 9
13, 2004Europe - Riga, LatviaAugust 16 20,
2004
International Division New Directions

• What has it meant/does it mean for ETS to be an
  International Company?

Simply giving tests in c. 200 countries
(primarily TOEFL)

Selling other products services internationally
(e.g., Criterion)

Comprehensive Educational Solutions
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Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004
E
S
T
E S T I N G
D U C A T I O N A L
P R O F E S S I O N A L
O L U T I O N S
D E V E L O P M E N T
P R O D U C T
A S S E S S M E N T S
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Educational Advising Regional
ConferenceEurasia Moscow, RussiaAugust 9
13, 2004Europe - Riga, LatviaAugust 16 20,
2004

• ETS Strategy
• 2 Growth Areas
• Elementary Secondary Assessments
• International, e.g.,
• English Language Testing
• Educational Solutions

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Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004

• Growth
• Increase sales of existing products and services
• Introduce new products and services
• Pursue mergers, acquisitions, and joint ventures

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Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004

• New TOEFL
• Introduction September, 2005
• Integrated Testing
• Tests all four skills Reading, Writing,
  Listening Speaking
  
• Uses integrated tasks that combine skills
• Focuses on communication, and how well the
  student can use English

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Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004

• International Testing
• Test of English for International Communication
  (TOEIC) measures the listening and reading
  skills of people in the work environment.
  
• ETS is working on some added features to make
• TOEIC a better test.

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Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004

• English Language Testing
• International Adult Literacy Survey (IALS),
  conducted in 1994, was the first comparative
  survey designed to profile and explore the
  literacy levels of adults in seven participating
  countries. 
• International Adult Literacy and Lifeskills
  Survey (ALL), first administered in 2003-04, is a
  follow-up to IALS it assesses not only literacy
  but also numeracy and problem solving.

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Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004

•  English Language Testing
• Program for International Student Assessment
  (PISA), first conducted in 2000, is a test of
  Reading, Mathematics and Science literacy that
  includes a survey of non-cognitive factors such
  as learning styles. It is to be given every
  three years to 15-year olds in 28 Organization
  for Economic Cooperation and Development (OECD)
  countries and 4 non-OECD countries.

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Educational Advising Regional
ConferenceEurasia Moscow, RussiaAugust 9
13, 2004Europe - Riga, LatviaAugust 16 20,
2004

• To Be Successful with Our Current Products
  Services, ETS plans to
  
• Realign ETS and the State Department Advising
  Centers interests. ETS will take into account
  that
  
• Advisors frequently are the best source of
  information about international higher
  education.
  
• Advisors are in a position to advise students to
  take either ETS or our competitors tests.
  
• Advisors and Advising Officers can advocate for
  ETS in a country, be neutral, or undercut us.
  
• ETS can use the transition to iBT to strengthen
  our relationship with Advising Centers.
  
• ETS can ensure a firm and committed role for
  Advising Centers in new TOFEL delivery.
  

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To Be Successful with Our Current Products
Services, ETS plans to
Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004

• Go where we have not gone before
• 90 of TOEIC revenue currently comes from only
  three markets Japan, Korea, and France.
  
• 55 of all ITP revenue currently comes from only
  three markets Japan, Mexico, and Taiwan.

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To Be Successful with Our Current Products
Services, ETS plans to
Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004

• Watch our competition (e.g., IELTS and BULATS)
• Improve ETS service
• Stop making the tests so hard to take.
• Simplify the registration process (e.g., allow
  people to register via the Web).
  
• Accept non-US currency.
• In September, 2005 Scores on-line for free.
• Improve access, e.g., 200 KM distance from CBT
  Center does not apply after August 1.
  
• Get it right the first time the right forms, the
  right tapes, the right scores on time, and in the
  right quantity.
  
• Consider an in-country ombudsperson model of
  customer service.

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Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004

• To Be Successful with our Current Future
  Products Services, ETS needs also to
  
• Maintain strengthen its relationship with the
  Advising Offices
  
• Stay on present course. Strive to provide
  information to REACs, and to individual Advising
  Offices in the FIELD.

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What Has the Current ID Done Since Its Inception
in July 2003?
Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004

• Strategy Weve cast our net wide and will have
  to continue to do so. Were so unknown as a
  Solutions company.

• In the Middle East
• Successfully begun branding ETS as an Education
  Solutions Provider

• In Qatar, created and piloted c.750 items in
  English as a Second Language and Arabic in
  grades 1 through 12

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What Has the Current ID Done Since Its Inception
in July 2003?
Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004

• In the Middle East
• Localized
• Developed/identified test development and
  psychometric capability on a small scale

• Placed staff and employed indigenous business
  development consultants
  
• Reintroduced testing in Iran

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ETS International Strategy
Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004
Localization We are going to have to make it
there.
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Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004
International Division Proposed Structure for
July 1, 2004
A Division of ETS Global BV

• More efficient (standardize some functions, e.g.,
  financial reporting)

• Simpler
• More cost effective

• Less confusing to the market
• Tax

Full-Service Providers Sales, Marketing,
Business Development Delivery in Light of
Regional Needs
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Examples of Educational Solutions in Europe
Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004

• In the United Kingdom, ETS has entered into a
  joint venture with Research Machine (RM) which
  wants to use our On-line Scoring Network (OSN) to
  evaluate tests for the University of Cambridge
  Local Examinations Syndicate (UCLES).
• A number of EU countries are looking at their
  admissions process. ETS would like to work with
  them on solutions.

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To Be Successful, what do you think we need to do?
Educational Advising Regional ConferenceEurasia
Moscow, RussiaAugust 9 13, 2004Europe -
Riga, LatviaAugust 16 20, 2004