Quota sampling using Facebook advertisements

Baobao Zhang · Matto Mildenberger · Peter D. Howe · Jennifer R. Marlon · Seth A. Rosenthal · Anthony Leiserowitz

168 citations0/0 files storedPolitical Science Research and Methods

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Survey Methodology and Nonresponse Survey Sampling and Estimation Techniques Mobile Crowdsensing and Crowdsourcing

Abstract

Abstract Researchers in different social science disciplines have successfully used Facebook to recruit subjects for their studies. However, such convenience samples are not generally representative of the population. We developed and validated a new quota sampling method to recruit respondents using Facebook advertisements. Additionally, we published an R package to semi-automate this quota sampling process using the Facebook Marketing API. To test the method, we used Facebook advertisements to quota sample 2432 US respondents for a survey on climate change public opinion. We conducted a contemporaneous nationally representative survey asking identical questions using a high-quality online survey panel whose respondents were recruited using probability sampling. Many results from the Facebook-sampled survey are similar to those from the online panel survey; furthermore, results from the Facebook-sampled survey approximate results from the American Community Survey (ACS) for a set of validation questions. These findings suggest that using Facebook to recruit respondents is a viable option for survey researchers wishing to approximate population-level public opinion.

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2013Private traits and attributes are predictable from digital records of human behavior 2015Computer-based personality judgments are more accurate than those made by humans 2013The Power of Partisanship in Brazil: Evidence from Survey Experiments 2015Quantifying Social Media’s Political Space: Estimating Ideology from Publicly Revealed Preferences on Facebook 2013Research Recruitment Using Facebook Advertising: Big Potential, Big Challenges 2013Do Online Advertisements Increase Political Candidates’ Name Recognition or Favorability? Evidence from Randomized Field Experiments 2012What Makes Us Click? Demonstrating Incentives for Angry Discourse with Digital-Age Field Experiments

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