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What's to Like? Facebook as a Tool for Survey Data Collection
Daniel Schneider1, Kristen Harknett2
1University of California, Berkeley.
Sociological Methods & Research
|February 27, 2023
Summary
Facebook targeted ads offer a cost-effective method for collecting survey data, enabling rapid recruitment and flexible sample targeting for research projects like The Shift Project.
Area of Science:
- Social Sciences
- Computational Social Science
- Survey Methodology
Background:
- Traditional survey data collection methods can be costly and time-consuming.
- The increasing prevalence of social media platforms presents new opportunities for research recruitment.
- The Shift Project aimed to build a large employee-employer linked dataset.
Purpose of the Study:
- To explore the efficacy of using Facebook targeted advertisements for survey data collection.
- To demonstrate the potential of Facebook for survey sampling and recruitment.
- To assess the utility of Facebook-recruited data for social science research.
Main Methods:
- Describing the workflow for creating, targeting, and purchasing recruitment advertisements on Facebook.
- Applying post-stratification weighting techniques to address sample selectivity concerns.
- Comparing univariate and multivariate relationships with established "gold-standard" data sources (Current Population Survey, National Longitudinal Survey of Youth-1997).
Main Results:
- Facebook targeted advertisements can be used to build large, linked datasets.
- Post-stratification weighting can adjust for sample differences compared to gold-standard data.
- Firm-level gender composition, as collected via Facebook, is related to wages.
Conclusions:
- Facebook targeted advertising is a viable, low-cost method for rapid survey data collection.
- The approach offers rich and flexible sample targeting capabilities.
- Further applications of this technique in social science research are suggested, acknowledging remaining limitations.
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