Using Web2.0 social network technology for sampling framework identification and respondent recruitment: experiences with a small-scale experiment

In this paper, we report the results of a small–scale experiment to explore the potential of using social network technology for respondent recruitment. Of particular interest are the following questions (i) can social media be used for the identification of sampling frames, (ii) what response rates can be achieved by using social media, and (iii) is there evidence of any behavioral sampling bias by using social network technology for respondent recruitment? The results are based on a study of leisure/vacation behavior of the youth. The main findings of this small scale study indicate that (i) the use of social media results in low response rates, and (ii) that the behavior of respondents recruited via social media does not differ significantly from the behavior of respondents recruited by traditional means. These mixed findings suggest that social media may be a welcome addition in mixed mode survey designs