Question

What survey objectives would ACT have in asking colleges how they use its essay test? What objectives would Kaplan have for its survey research? 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? What sources of error or response bias might be present in the surveys described here?

Answer 1

The survey objectives for ACT would be to evaluate the effectiveness of their essay test, identify areas of improvement, and understand how colleges use the essay test. Kaplan's survey objectives would focus on gathering feedback on their test preparation materials, understanding student preferences, and evaluating the impact of their resources. After receiving the results, further information that marketers would want to gather includes specific feedback on strengths and weaknesses, comparative data on how colleges weigh the essay test scores, and insights on students' attitudes. Potential sources of error in these surveys include self-selection bias, sampling bias, and social desirability bias.

Step-by-step explanation:

The survey objectives for ACT in asking colleges how they use its essay test would include:

1. Evaluating the effectiveness of their essay test in assessing college readiness.
2. Identifying areas of improvement for the essay test based on colleges' feedback.
3. Understanding how colleges incorporate the essay test results into their admission decisions.

The survey objectives for Kaplan in its survey research would be:

1. Gathering feedback on the effectiveness of their test preparation materials and services.
2. Identifying the preferences and needs of students preparing for standardized tests.
3. Evaluating the impact of Kaplan's resources on students' test performance.

If I were a marketer for the College Board or ACT, Inc., after receiving the survey results, I would want to gather further information, such as:

• Specific feedback on strengths and weaknesses of the essay test or test preparation materials.
• Comparative data on how colleges weigh the essay test scores against other admission factors.
• Insights on students' attitudes and perceptions towards the essay test or test preparation.

Sources of error or response bias in these surveys might include:

• Self-selection bias, as only colleges or students with strong opinions may participate.
• Sampling bias, if specific colleges or student groups are overrepresented or underrepresented in the survey sample.
• Social desirability bias, where participants may provide responses that are perceived as more socially acceptable or favorable.