Abstract
Multiple studies have successfully used Facebook’s advertising platform
to recruit study participants. However, very limited methodological
discussion exists regarding the magnitude of low effort responses from
participants recruited via Facebook and African samples. This study
describes a quasi-random study that identified and enrolled young adults
in Kenya, Nigeria, and South Africa between 22 May and 6 June 2020,
based on an advertisement budget of 9,000.00 ZAR (US $521.44). The
advertisements attracted over 900,000 views, 11,711 unique clicks, 1190
survey responses, and a total of 978 completed responses from young
adults in the three countries during the period. Competition rates on
key demographic characteristics ranged from 82% among those who
attempted the survey to about 94% among eligible participants. The
average cost of the advertisements was 7.56 ZAR (US $0.43) per survey
participant, 8.68 ZAR (US $0.50) per eligible response, and 9.20 ZAR (US
$0.53) per complete response. The passage rate on the attention checks
varied from about 50% on the first question to as high as 76% on the
third attention check question. About 59% of the sample passed all the
attention checks, while 30% passed none of the attention checks. Results
from a truncated Poisson regression model suggest that passage of
attention checks was significantly associated with demographically
relevant characteristics such as age and sex. Overall, the findings
contribute to the growing body of literature describing the strengths
and limitations of online sample frames, especially in developing
countries.
Original language | English |
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Article number | e0250303 |
Number of pages | 24 |
Journal | PLoS ONE |
Volume | 16 |
Issue number | 5 |
DOIs | |
Publication status | Published - 14 May 2021 |
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Health Information Survey of Young African Adults
Olamijuwon, E. O. (Creator), Mendeley Data, 9 Jul 2021
DOI: 10.17632/nmnd5dpxdk
Dataset