Neundorf Anja, Öztürk Aykut
Professor, School of Social & Political Sciences, University of Glasgow, Glasgow, UK.
Lecturer, School of Social & Political Sciences, University of Glasgow, Glasgow, UK.
Public Opin Q. 2025 Jun 16;89(2):335-360. doi: 10.1093/poq/nfaf018. eCollection 2025.
Although the recruitment of online survey participants through paid social media advertisements is becoming increasingly common among survey researchers, we know little about how the content of advertisements influences the recruitment process. Our study systematically compares the effects of several approaches-being vague or explicit about the survey theme and offering material incentives-relying on 23 advertisements conducted in Turkey and Spain between May 2021 and June 2022, recruiting more than 30,000 respondents. Our article documents the important trade-offs that the content of an advertisement creates regarding cost and sample composition. We find that incentive-based advertisements can produce samples much closer to national population benchmarks; however, this also depends on the type of incentive. Thematic advertisements, which mention the political content of a survey, consistently return the cheapest samples, yet certain groups are overrepresented in these samples. Incentive-based advertisements also produce a generally higher response quality. We conclude our article by providing practical advice on which kind of advertisement to use, discussing the generalizability of our findings to other countries, and listing the main limitations of our study.
尽管通过付费社交媒体广告招募在线调查参与者在调查研究人员中越来越普遍，但我们对广告内容如何影响招募过程知之甚少。我们的研究系统地比较了几种方法的效果——对调查主题含糊或明确，并提供物质激励——基于2021年5月至2022年6月在土耳其和西班牙进行的23则广告，招募了30000多名受访者。我们的文章记录了广告内容在成本和样本构成方面所产生的重要权衡。我们发现，基于激励的广告可以产生更接近全国人口基准的样本；然而，这也取决于激励的类型。提及调查政治内容的主题广告始终能获得最便宜的样本，但某些群体在这些样本中的占比过高。基于激励的广告通常也能产生更高的回复质量。我们在文章结尾提供了关于使用哪种广告的实用建议，讨论了我们研究结果对其他国家的可推广性，并列出了我们研究的主要局限性。
