Kapp Julie M, Peters Colleen, Oliver Debra Parker
Department of Family and Community Medicine, University of Missouri, Columbia, MO, USA.
J Cancer Educ. 2013 Mar;28(1):134-7. doi: 10.1007/s13187-012-0443-z.
To our knowledge, ours is the first study to report on Facebook advertising as an exclusive mechanism for recruiting women ages 35-49 years residing in the USA into a health-related research study. We directed our survey to women ages 35-49 years who resided in the USA exclusively using three Facebook advertisements. Women were then redirected to our survey site. There were 20,568,960 women on Facebook that met the eligibility criteria. The three ads resulted in 899,998 impressions with a reach of 374,225 women. Of the women reached, 280 women (0.075 %) clicked the ad. Of the women who clicked the ad, nine women (3.2 %) proceeded past the introductory page. Social networking, and in particular Facebook, is an innovative venue for recruiting participants for research studies. Challenges include developing an ad to foster interest without biasing the sample, and motivating women who click the ad to complete the survey. There is still much to learn about this potential method of recruitment.
据我们所知，我们的研究是首个报道将脸书广告作为一种专门机制，用于招募居住在美国的35至49岁女性参与一项健康相关研究的研究。我们仅通过三个脸书广告，将调查问卷定向投放给居住在美国的35至49岁女性。然后，女性被重定向到我们的调查网站。脸书上有20,568,960名女性符合资格标准。这三个广告产生了899,998次展示，覆盖了374,225名女性。在被覆盖的女性中，有280名女性（0.075%）点击了广告。在点击广告的女性中，有9名女性（3.2%）进入了介绍页面之后的部分。社交网络，尤其是脸书，是招募研究参与者的一个创新平台。挑战包括制作一个既能激发兴趣又不使样本产生偏差的广告，以及激励点击广告的女性完成调查。关于这种潜在的招募方法，仍有许多需要了解的地方。
