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?:abstract
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In many countries and contexts, survey researchers are facing decreasing response rates and
increasing survey costs. Data collection is even more complex and expensive when rare or hard-toreach
populations are to be sampled and surveyed. In such cases alternative sampling and
recruiting approaches are usually needed, including non-probability and online convenience
sampling. A rather novel approach to recruiting rare populations for online and mobile-device
surveys uses advertisements on social media networks. This paper provides a step-by-step guide
on how to recruit web-survey participants via ads on Facebook and Instagram – two of the largest
social networks worldwide. Researchers may use this paper as a starting point for setting up their
own recruiting campaigns. Moreover, the paper describes the results of fieldwork for a research
project in which lesbian, gay, bisexual, transsexual, and queer (LGBTQ) web-survey participants in
Germany were recruited via ads on social media.
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