Considerations in Recruiting Caregivers of Older Adults to Qualitative Internet-Mediated Research Using Facebook and...

Internet-mediated research (IMR), increasingly prominent in social sciences and health care, uses online platforms for data gathering, offering cost-effectiveness and wide accessibility. Despite assumptions that older adults are less active on social media, recent trends indicate otherwise, with a notable presence on platforms like Facebook, making it a valuable recruitment tool.

The Saskatchewan Caregiver Experience Study employed purposive maximum variation sampling to recruit caregivers via paid Facebook ads, manually shared Facebook posts, and community newsletters. Metrics such as reach, impressions, and link clicks from Facebook advertisements were used to evaluate recruitment effectiveness. Data quality was ensured through "one response per IP address" restrictions on SurveyMonkey.

We recruited 355 survey respondents who met the study inclusion criteria. Participants had a mean age of 60.9 years (range: 22-87). Paid Facebook ads were the most effective recruitment method, indicated by higher engagement and response rates. The 355 survey responses totaled 40 746 words, reflecting strong participant engagement. The absence of financial incentives in the study also likely improved data quality.

This method requires participants to have both device access and technological literacy. The study demonstrates the effectiveness of using social media for recruiting in qualitative research, highlighting its potential for inclusivity and representativeness, while also underscoring the importance of ethical considerations in IMR.