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首页> 外文期刊>Social science computer review >Effective Sampling From Social Media Sites and Search Engines for Web Surveys: Demographic and Data Quality Differences in Surveys of Google and Facebook Users
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Effective Sampling From Social Media Sites and Search Engines for Web Surveys: Demographic and Data Quality Differences in Surveys of Google and Facebook Users

机译：从社交媒体网站和搜索引擎进行有效的网络调查抽样：Google和Facebook用户调查中的人口统计和数据质量差异

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摘要

With proliferation of web surveys, the relative affordability of recruitment, and increasing nonresponse in other survey modes, nonprobability methods are increasingly being considered by researchers and government offices alike. However, research needs to more fully understand how the demographic characteristics of respondents may depend heavily on the source of sample, mode of recruitment, and context of the survey experience. As a first step in exploring the potential implications of recruitment source on response quality, we use data from a web survey fielded in 2013 to compare data quality indicators in survey data from the two recruitment platforms (Google and Facebook advertisements). In so doing, taking into account demographic differences that may arise from various steps in the recruitment process, we explore the effect of demographics, device and technology usage, incentives, and recruitment platform on data quality and response strategy. Our results show differences between platforms in comparability to national benchmarks, breakoffs, completion time, nonsubstantive answers, and numeric response strategies. Importantly, some variation in substantive responses was explained by demographic differences related to mobile device usage, which varied by recruitment platform. With the use of nonprobability samples on the rise, future work should build from these results to more directly assess the role of recruitment source in data quality.
机译：随着网络调查的激增，招聘的相对可负担性以及其他调查模式中的不答复增加，研究人员和政府机关都越来越多地考虑不可能性方法。但是，研究需要更充分地了解受访者的人口特征如何在很大程度上取决于样本的来源，招聘方式以及调查经验的背景。作为探索招聘资源对响应质量的潜在影响的第一步，我们使用2013年进行的网络调查数据比较两个招聘平台（Google和Facebook广告）的调查数据中的数据质量指标。这样做时，考虑到招聘过程中各个步骤可能产生的人口统计学差异，我们探讨了人口统计学，设备和技术使用，激励措施以及招聘平台对数据质量和响应策略的影响。我们的结果显示了平台之间在与国家基准的可比性，突破，完成时间，非实质性答案和数字响应策略方面的差异。重要的是，实质性响应的某些变化是由与移动设备使用相关的人口统计学差异所解释的，而该差异因招聘平台而异。随着非概率样本的使用不断增加，未来的工作应基于这些结果，以更直接地评估招聘来源在数据质量中的作用。

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