Summary: The SAT and ACT college entrance exams once were completely multiple-choice, but both tests recently began including an essay portion (which is optional for the ACT). One survey suggests that some admission officers harbor doubts about the essay tests. Research conducted by ACT, Inc. reported that among schools it surveyed, only about one-fifth require the writing portion of the exam, and another one-fifth merely recommend the essay. Kaplan, Inc., which markets test preparation services, asked colleges whether they would be using the SAT writing test to screen candidates, and 47 percent said they would not use it, and another 22 percent said they would use it but give it less weight. Kaplan also surveys students and says on its Web site that "More than 25% of students run out of time on the essay!"
Questions:
1. What survey objectives would ACT have in asking colleges how they use its essay test? What objectives would Kaplan have for its survey research?
2. If you are a marketer for the College Board (the SAT's company) or ACT, Inc., what further information would you want to gather after receiving the results described here?
What sources of error or response bias might be present in the surveys described here?