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Quota sampling using Facebook advertisements

Author

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  • Zhang, Baobao
  • Mildenberger, Matto
  • Howe, Peter D.
  • Marlon, Jennifer
  • Rosenthal, Seth A.
  • Leiserowitz, Anthony

Abstract

Researchers in different social science disciplines have successfully used Facebook to recruit subjects for their studies. However, such convenience samples are not generally representative of the population. We developed and validated a new quota sampling method to recruit respondents using Facebook advertisements. Additionally, we published an R package to semi-automate this quota sampling process using the Facebook Marketing API. To test the method, we used Facebook advertisements to quota sample 2432 US respondents for a survey on climate change public opinion. We conducted a contemporaneous nationally representative survey asking identical questions using a high-quality online survey panel whose respondents were recruited using probability sampling. Many results from the Facebook-sampled survey are similar to those from the online panel survey; furthermore, results from the Facebook-sampled survey approximate results from the American Community Survey (ACS) for a set of validation questions. These findings suggest that using Facebook to recruit respondents is a viable option for survey researchers wishing to approximate population-level public opinion.

Suggested Citation

  • Zhang, Baobao & Mildenberger, Matto & Howe, Peter D. & Marlon, Jennifer & Rosenthal, Seth A. & Leiserowitz, Anthony, 2020. "Quota sampling using Facebook advertisements," Political Science Research and Methods, Cambridge University Press, vol. 8(3), pages 558-564, July.
    • Handle: RePEc:cup:pscirm:v:8:y:2020:i:3:p:558-564_11
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    Cited by:

    1. André Grow & Daniela Perrotta & Emanuele Del Fava & Jorge Cimentada & Francesco Rampazzo & Sofia Gil‐Clavel & Emilio Zagheni & René D. Flores & Ilana Ventura & Ingmar Weber, 2022. "Is Facebook's advertising data accurate enough for use in social science research? Insights from a cross‐national online survey," Journal of the Royal Statistical Society Series A, Royal Statistical Society, vol. 185(S2), pages 343-363, December.
    2. Raymond M Duch & Adrian Barnett & Maciej Filipek & Javier Espinosa-Brito & Laurence S J Roope & Mara Violato & Philip M Clarke, 2023. "Cash versus lottery video messages: online COVID-19 vaccine incentives experiment," Oxford Open Economics, Oxford University Press, vol. 2, pages 9-8.
    3. Bjørnåvold, Amalie & David, Maia & Bohan, David A. & Gibert, Caroline & Rousselle, Jean-Marc & Van Passel, Steven, 2022. "Why does France not meet its pesticide reduction targets? Farmers' socio-economic trade-offs when adopting agro-ecological practices," Ecological Economics, Elsevier, vol. 198(C).
    4. Peluso, Alessandro M. & Pichierri, Marco & Pino, Giovanni, 2021. "Age-related effects on environmentally sustainable purchases at the time of COVID-19: Evidence from Italy," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    5. M Tahir Kilavuz & Sharan Grewal & Robert Kubinec, 2023. "Ghosts of the Black Decade: How legacies of violence shaped Algeria’s Hirak protests," Journal of Peace Research, Peace Research Institute Oslo, vol. 60(1), pages 9-25, January.
    6. Scott Williamson & Mashail Malik, 2021. "Contesting narratives of repression: Experimental evidence from Sisi’s Egypt," Journal of Peace Research, Peace Research Institute Oslo, vol. 58(5), pages 1018-1033, September.
    7. André Grow & Daniela Perrotta & Emanuele Del Fava & Jorge Cimentada & Francesco Rampazzo & B. Sofia Gil-Clavel & Emilio Zagheni & René D. Flores & Ilana Ventura & Ingmar G. Weber, 2021. "How reliable is Facebook’s advertising data for use in social science research? Insights from a cross-national online survey," MPIDR Working Papers WP-2021-006, Max Planck Institute for Demographic Research, Rostock, Germany.

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