On the surface, national ACT English and reading scores suggest there is no cause for concern. Despite slight fluctuations, ACT English test scores have generally held steady for the past 10 years.
Recognizing the importance of good writing, the ACT began offering a writing test component five years ago, but to-date this test is optional and national trending statistics are scant. 2009 ACT data, however, reveals that only slightly more than half (55%) chose to take the writing test with the average score just 7.2 on a 12-point scale.
Statistics at college campuses in Canada are even more telling. Waterloo University reports that the failure rate for their required English language skills exam is 30 percent, while British Columbia-based Simon Fraser University reports that 10 percent of all incoming students must take “foundational”
Poor grammar is cited as the major reason why students fail, a trend that Sue Anderson-Lenz of Marketing Lure believes will creep into business. “Social media marketing is extremely popular and companies want technology-savvy youth to fill their social media manager positions. Given that these positions are public-focused and writing-based, I’m concerned that their plans will backfire if they do not place greater emphasis on the candidate’s writing skills,” she says.
Anderson-Lenz has found isolated incidents where customers took their business elsewhere because of poor writing. She is using her short, five-question survey to measure how prevalent this behavior is, and whether opinions vary for different mediums.
The survey is open until February 28, 2010. Participants can remain completely anonymous or share their e-mail address to receive survey results. Marketing Lure will publish findings during the March/April timeframe in their company blog (http://blog.marketinglure.com).
To take the survey, visit http://www.surveymonkey.com/
