Testing & assessment – have we been doing the right things for the wrong reasons?
A curious peculiarity of our memory is that things are impressed better by active than by passive repetition. I mean that in learning (by heart, for example), when we almost know the piece, it pays better to wait and recollect by an effort from within, than to look at the book again. If we recover the words in the former way, we shall probably know them the next time; if in the latter way, we shall very likely need the book once more. William James, The principles of psychology (1890) Never stop testing, and your advertising will never stop improving. David Ogilvy Tests are rubbish, right? Like [...]