Case - SAT and ACT Writing Tests

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). Some researchers have investigated how the essay tests are used by one group they serve: the admissions offices of the colleges that look at test results during the selection process.17 Early survey research suggests that some admissions officers harbor doubts about the essay tests. ACT, Inc. reported that among the schools it surveyed, only about one-fifth are requiring that applicants take the writing portion of the exam. Another one-fifth merely recommend (but don't require) the essay.

Kaplan, Inc., which markets test preparation services, conducted surveys as well. Kaplan asked 374 colleges whether they would be using the SAT writing test in screening candidates. Almost half (47 percent) said they would not use the essay at all. Another 22 percent said they would use it but give it less weight than the math and verbal SAT scores. Kaplan also surveys students who take the exams for which it provides training. On its Web site, the company says, "More than 25 percent of students ran 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 were 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?

3. What sources of error or response bias might be present in the surveys described here?