在社交媒体上进行网络调查:你的广告如何影响你的学习
1Professor, School of Social & Political Sciences, University of Glasgow, Glasgow, UK.
Public opinion quarterly
|August 25, 2025
概括
对于在线调查的社交媒体广告对招聘产生影响. 激励产品的样本代表性和质量更好,而主题广告则更便宜,但对某些群体的代表性过高.
科学领域:
- 社会科学
- 调查方法
- 数字通信
背景情况:
- 通过付费的社交媒体招募在线调查参与者很常见.
- 对于广告内容如何影响招聘结果的理解有限.
研究的目的:
- 系统地比较广告内容对招聘调查的影响.
- 分析成本,样本组成和响应质量之间的权衡.
主要方法:
- 在土耳其和西班牙进行了23次广告 (2021年5月至2022年6月).
- 招募了超过3万名受访者.
- 对比策略:模糊与明确的调查主题和实质性激励.
主要成果:
- 基于激励的广告产生了更接近国家基准的样本,因激励类型而异.
- 主题广告 (提及政治内容) 是最便宜的,但导致过度代表性.
- 基于激励的广告通常会产生更高的响应质量.
结论:
- 广告内容显著影响调查招聘成本,样本代表性和质量.
- 根据研究需求选择广告策略的实用建议.
- 讨论国际应用的概括性和局限性.
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