Social Media, Sociality, and Survey Research

CHAPTER 4

The Facebook Platform and the Future of Social Research

Adam Sage,

RTI International

The fundamental concern of any researcher is data: How do researchers ensure the data tell them what they want to know? Addressing this question in one area often comes at the expense of another. For instance, the survey mode can affect other aspects of a survey such as design, respondent eligibility, and sample frame. Although phone surveys can be more effective than web-based or computer-based surveys in communicating questions and response options, they limit the design and presentation of response options that might enhance the survey experience. For instance, the advantages of a graphical interface (e.g., digital images, slide-bars, and progress bars) on a digital device are difficult or impossible to replicate in a phone survey. Likewise, choosing a web or computer-based survey over a phone survey limits respondents to a certain level of literacy.

Although low or limited literacy does not necessarily affect respondents' ability to listen to questions and respond verbally, it can certainly limit their ability to read instructions, questions, and response options, as well as provide a written response. Digital literacy, or one's ability to operate a computer, smartphone, or tablet, can be limiting as well. A web survey intended for a desktop or laptop computer requires a level of digital literacy (e.g., how to operate a mouse, keyboard, or touch screen). In essence, how information ...