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Using Facebook and Instagram to Recruit Web Survey Participants: A Step-by-Step Guide and Application
[journal article]
Abstract In many countries and contexts, survey researchers are facing decreasing response rates and
increasing survey costs. Data collection is even more complex and expensive when rare or hard-toreach
populations are to be sampled and surveyed. In such cases alternative sampling and
recruiting approache... view more
In many countries and contexts, survey researchers are facing decreasing response rates and
increasing survey costs. Data collection is even more complex and expensive when rare or hard-toreach
populations are to be sampled and surveyed. In such cases alternative sampling and
recruiting approaches are usually needed, including non-probability and online convenience
sampling. A rather novel approach to recruiting rare populations for online and mobile-device
surveys uses advertisements on social media networks. This paper provides a step-by-step guide
on how to recruit web-survey participants via ads on Facebook and Instagram – two of the largest
social networks worldwide. Researchers may use this paper as a starting point for setting up their
own recruiting campaigns. Moreover, the paper describes the results of fieldwork for a research
project in which lesbian, gay, bisexual, transsexual, and queer (LGBTQ) web-survey participants in
Germany were recruited via ads on social media.... view less
Keywords
online survey; facebook; social media; cell phone; response behavior; Federal Republic of Germany; data capture
Free Keywords
Facebook; Instagram; non-probability samples; Nonresponse; rare populations; social media; Social media survey
Document language
English
Publication Year
2020
Page/Pages
p. 1-14
Journal
Survey Methods: Insights from the Field (2020)
Issue topic
Advancements in Online and Mobile Survey Methods
ISSN
2296-4754
Status
Published Version; peer reviewed