Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/331391 
Year of Publication: 
2025
Series/Report no.: 
CMR Working Papers No. 138/196
Publisher: 
University of Warsaw, Centre of Migration Research (CMR), Warsaw
Abstract (Translated): 
The article discusses the possibilities and limitations of using Facebook advertisements for participant recruitment in social research. The study aims to analyse this recruitment method in terms of its effectiveness, costs, and potential systematic errors. The text presents methodological challenges, particularly issues of sample representativeness and coverage errors, which may affect the quality and reliability of the obtained data. The article also provides practical guidelines for researchers planning to use Facebook advertisements for participant recruitment, analysing various ad targeting options and their impact on the resulting sample. The text discusses the advantages of this recruitment method, such as the ability to quickly reach large and hard-to-reach groups of respondents, as well as its limitations, including problems with sample representativeness and potential ethical issues. The article concludes that recruitment through Facebook advertisements has significant potential, especially in studies of hard-to-reach groups but requires awareness of its limitations and the development of ethical and methodological standards for its application.
Subjects: 
participant recruitment
sample representativeness
coverage error
non-random errors
hard-to-reach groups
social media
recruitment through advertising
JEL: 
C83
C80
Document Type: 
Working Paper

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