for their children. For example, several stud-
method of teaching children to read--it seems
ies of voucher programs have revealed that
reasonable to assume that some students will
many students using vouchers or scholar-
learn better with one method and others will
ships make academic gains as demonstrated
do better with another. Government should
through increased test scores. In addition,
not dictate instructional methods.
parents say they are more satisfied with the
In an education marketplace, some par-
new schools on a range of measures includ-
ents might select schools with experimental
ing general satisfaction, academic standards,
teaching methods, but participation would
instructional quality, discipline, and safety.105
be voluntary. If such schools failed to pro-
Some parents are undoubtedly more
duce results, parents could easily change
informed and active than others, but in a
schools. Many parents are already exercising
competitive market the least-informed con-
choice over teaching methods by turning to
sumer does not dictate the quality of avail-
for-profit companies like Gateway Learning
able options. One need not be an expert in
Corporation, which produces Hooked on
automobile mechanics to feel confident in
Phonics. Parents should also be able to have
purchasing a car. The existence of some
control over what method is used in the
knowledgeable customers forces car manu-
school their child attends. Unfortunately,
Some parents are
facturers to prepare their products for
under the current system, parents are subject
undoubtedly
intense scrutiny or risk bad reputations and
to whatever curriculum the government has
loss of customers. As a consequence, all con-
chosen--if the state or district adopts a par-
more informed
sumers--even the poorly informed ones--
ticular curriculum or teaching method, most
and active than
receive higher-quality products than might
parents lack the means to send their child to
others, but in a
exist in the absence of competition. The same
an alternative school.
dynamic would exist in educational services;
competitive mar-
the existence of a motivated set of customers
Accountability
ket the least-
would improve the range of choices available
to "free riders" who had not done their
What kind of accountability are
informed con-
homework. In that way, a customer-driven
these corporate entities going to be
sumer does not
under?1 0 8
educational system will raise the quality of
dictate the quali-
education for all children, not only those
whose parents are deeply involved.
Opponents of for-profit education often
ty of available
Observers who are skeptical about parental
lament the difficulty of assessing academic
options.
choice overestimate the government's ability
quality in an education marketplace. But, as in
to make smart choices on behalf of children.
any competitive industry, potential con-
There are numerous examples of en masse
sumers will assess companies on the basis of
adoption of educational fads by government
their reputations and brands. The success of
schools. In the 1980s California chose to use a
Kaplan, Inc., provides an example of the
"whole language" philosophy of reading
important role of a brand name in a market-
instead of phonics. California students' test
based education industry. Kaplan is recog-
scores on reading comprehension plummet-
nized worldwide as a provider of quality edu-
ed; faced with that evidence of the experi-
cation services, particularly standardized test
ment's failure, the state superintendent of
preparation services. Today the company
schools implied in an interview that the fiasco
offers myriad educational services including
was just an honest mistake.106 The California
online test preparation, high school tutoring,
child care, an online law school, employee
legislature has since mandated that teachers
be trained in phonics.107
training programs, and professional develop-
ment; consulting on K12 and postsecondary
The push in many legislatures to mandate
school "test readiness"; and guides, software,
that all students receive phonics training is
and more than 100 books on all aspects of
misguided. It is unlikely that there is one best
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