Anuncios de encuestas en línea en las redes sociales: cómo sus anuncios afectan su estudio
1Professor, School of Social & Political Sciences, University of Glasgow, Glasgow, UK.
Public opinion quarterly
|August 25, 2025
Resumen
Los anuncios en las redes sociales para encuestas en línea tienen un impacto en el reclutamiento. Los incentivos producen una mejor representación y calidad de la muestra, mientras que los anuncios temáticos son más baratos pero sobre representan a ciertos grupos.
Área de la Ciencia:
- Ciencias sociales
- Metodología de la encuesta
- Las comunicaciones digitales
Sus antecedentes:
- El reclutamiento de participantes en encuestas en línea a través de medios sociales pagados es común.
- Existe una comprensión limitada de cómo el contenido publicitario afecta los resultados de la contratación.
Objetivo del estudio:
- Comparar sistemáticamente la influencia del contenido publicitario en el reclutamiento de encuestas.
- Analizar las compensaciones entre el costo, la composición de la muestra y la calidad de la respuesta.
Principales métodos:
- Realizó 23 anuncios en Turquía y España (mayo de 2021 a junio de 2022).
- Reclutó a más de 30.000 encuestados.
- Estrategias comparadas: temas de encuesta vagos frente a explícitos e incentivos materiales.
Principales resultados:
- Los anuncios basados en incentivos produjeron muestras más cercanas a los parámetros nacionales, que variaban según el tipo de incentivo.
- Los anuncios temáticos (que mencionan contenido político) eran más baratos, pero condujeron a una representación excesiva.
- Los anuncios basados en incentivos generalmente resultaron en una mayor calidad de respuesta.
Conclusiones:
- El contenido de la publicidad tiene un impacto significativo en el costo de reclutamiento de la encuesta, la representatividad de la muestra y la calidad.
- Ofrece consejos prácticos para la selección de estrategias publicitarias basadas en las necesidades de investigación.
- Se discute la generalización y las limitaciones para las aplicaciones internacionales.
Videos de Conceptos Relacionados
02:16Surveys
15.3K
Often, psychologists develop surveys as a means of gathering data. Surveys are lists of questions to be answered by research participants, and can be delivered as paper-and-pencil questionnaires, administered electronically, or conducted verbally. Generally, the survey itself can be completed in a short time, and the ease of administering a survey makes it easy to collect data from a large number of people.
15.3K
01:11Observational Studies
8.9K
Observational studies are a type of analytical study where researchers observe events without any interventions. In other words, the researcher does not influence the response variable or the experiment's outcome.
There are three types of observational studies – Prospective, retrospective, and cross-sectional.
Prospective Study
Prospective studies, also known as longitudinal or cohort studies, are carried out by collecting future data from groups sharing similar characteristics. One...
There are three types of observational studies – Prospective, retrospective, and cross-sectional.
Prospective Study
Prospective studies, also known as longitudinal or cohort studies, are carried out by collecting future data from groups sharing similar characteristics. One...
8.9K
01:07Data Collection by Survey
7.0K
The systematic method of obtaining and analyzing accurate information of a population is called data collection. A survey is a standard method of data collection that involves collecting information from a target human population about their experience, opinion, or knowledge of a product, service, or process. The responses are recorded and interpreted. The most common survey examples are written questionnaires, face-to-face or telephonic conversations, focus groups, and electronic (e-mail or...
7.0K
00:52Social Proof
28.5K
Social proof is a form of persuasion based on comparison and conformity. People compare their behavior and actions to what others are doing and will change to conform to do what their peers do.
28.5K
01:15Study Design in Statistics
8.4K
A study design is a set of techniques that allow a researcher to collect and analyze data from different variables defined for a specific research problem. Statistics is commonly for effective study design and more robust experiments,
Does aspirin reduce the risk of heart attacks? Is one brand of fertilizer more effective at growing roses than another? Is fatigue as dangerous to a driver as the influence of alcohol? Questions like these are answered using randomized experiments with proper...
Does aspirin reduce the risk of heart attacks? Is one brand of fertilizer more effective at growing roses than another? Is fatigue as dangerous to a driver as the influence of alcohol? Questions like these are answered using randomized experiments with proper...
8.4K
02:57The Sense of Self: Reflected Self-Appraisal and Social Comparison
51.1K
According to Charles Cooley, we base our image on what we think other people see (Cooley 1902). We imagine how we must appear to others, then react to this speculation. We don certain clothes, prepare our hair in a particular manner, wear makeup, use cologne, and the like—all with the notion that our presentation of ourselves is going to affect how others perceive us. We expect a certain reaction, and, if lucky, we get the one we desire and feel good about it. But more than that, Cooley...
51.1K