AdWords lets every business-from eBay PowerSellers to Fortune 500 companies-create targeted, cost-efficient advertising campaigns on the Web, and accounts for the bulk of Google's $6 billion in annual revenues
This all-new guide helps advertisers get a handle on AdWords complexities and nuances, adopt AdWords best practices, and turn clicks into ka-ching!
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Includes an exclusive offer from Google-AdWords credits equivalent to the price of the book-plus a companion Web site with up-to-the-minute AdWords tips and tricks, narrated video walkthroughs, and free trials of the author's software
Language Testing provides a forum for the exchange of ideas and information between people working in the fields of first and second language testing and assessment. This includes researchers and practitioners in EFL and ESL testing, and assessment in child language acquisition and language pathology.
In addition, special attention is focused on issues of testing theory, experimental investigations, and the following up of practical implications.
The purpose of this book is twofold: First, it is to introduce the reader to Lev Vygotsky’s sociocultural theory (SCT) and Mikhail Bakhtin’s literary theory. These theories constitute the foundation for an alternative framework for theory, research, teaching, and testing in second language acquisition (SLA). Second, it is to discuss the existing cognitive bias in SLA theory and research.
The purpose of the present volume, then, is twofold; first to update teachers, researchers, policymakers/administrators, and others on what is involved in this complex issue of testing and its effects, and how such a phenomenon benefits teaching and learning, and second, to provide researchers with models of research studies on which future studies can be based. In order to address these two main purposes, the volume consists of two parts. Part I provides readers with an overall view of the complexity of washback, and the various contextual factors entangled within testing, teaching, and learning. Part II provides a collection of empirical washback studies carried out in many different parts of the world, which lead the readers further into the heart of the issue within each educational context.
Validity is an ominous word. The Oxford English Dictionary assigns it several meanings, deriving from Latin origins of 'powerful, effective': 'possessing legal authority or force', 'technically perfect or efficacious', as well as 'sound and to the point; against which no objections can fairly be brought'. These senses are all relevant to current uses of the term validity in language testing. But as the chapters in the present volume make clear, various practices, modes of argumentation, sources of information, and complex conceptual issues exist for establishing the validity of language testing instruments, procedures, and their uses in educational settings. Moreover, many valuable analytic approaches and theoretical considerations have only recently been explored, applying innovative measurement techniques, corresponding to the complex nature of language proficiency itself, and accounting for the diverse purposes for which languages are learned as well as settings in which languages are used.
