Replication Data for: Survey Sampling in the Global South Using Facebook Advertisements

Survey research in the Global South has traditionally required large budgets and lengthy fieldwork. The expansion of digital connectivity presents an opportunity for researchers to engage global subject pools and study settings where in-person contact is challenging. This paper evaluates Facebook advertisements as a tool to recruit diverse survey samples in the Global South. Using Facebook's advertising platform we quota-sample respondents in Mexico, Kenya, and Indonesia and assess how well these samples perform on a range of survey indicators, identify sources of bias, replicate a canonical experiment, and highlight trade-offs for researchers to consider. This method can quickly and cheaply recruit respondents, but these samples tend to be more educated than corresponding national populations. Weighting ameliorates sample imbalances. This method generates comparable data to a commercial online sample for a fraction of the cost. Our analysis demonstrates the potential of Facebook advertisements to cost-effectively conduct research in diverse settings.

全球南方（Global South）地区的调查研究传统上需要高额经费与漫长的实地调研工作。数字互联的普及为研究者提供了触达全球受试者群体、开展实地接触受限场景研究的契机。本文将脸书（Facebook）广告作为招募工具，评估其在全球南方地区招募多样化调查样本的效果。借助脸书广告平台，我们在墨西哥、肯尼亚与印度尼西亚开展受访者配额抽样，并从多项调查指标维度评估此类样本的表现，识别偏倚来源，复现了一项经典实验，同时梳理出研究者需考量的各类权衡取舍。该方法可快速且低成本地招募受访者，但此类样本的受教育水平往往高于对应国家的总体人口水平。通过加权处理可缓解样本失衡问题。该方法仅需极小部分成本，即可生成与商业在线样本相当的调查数据。本研究分析表明，脸书广告具备在多样化场景中开展高成本效益研究的潜力。