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Linking Twitter and survey data: The impact of survey mode and demographics on consent rates across three UK studies

Al Baghal, Tarek, Sloan, Luke, Jessop, Curtis, Williams, Matthew L. and Burnap, Pete 2019. Linking Twitter and survey data: The impact of survey mode and demographics on consent rates across three UK studies. Social Science Computer Review 10.1177/0894439319828011

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Abstract

In light of issues such as increasing unit nonresponse in surveys, several studies argue that social media sources such as Twitter can be used as a viable alternative. However, there are also a number of shortcomings with Twitter data such as questions about its representativeness of the wider population and the inability to validate whose data you are collecting. A useful way forward could be to combine survey and Twitter data to supplement and improve both. To do so, consent within a survey is first needed. This study explores the consent decisions in three large representative surveys of the adult British population to link Twitter data to survey responses and the impact that demographics and survey mode have on these outcomes. Findings suggest that consent rates for data linkage are relatively low, and this is in part mediated by mode, where face-to-face surveys have higher consent rates than web versions. These findings are important to understand the potential for linking Twitter and survey data but also to the consent literature generally.

Item Type: Article
Date Type: Published Online
Status: In Press
Schools: Social Sciences (Includes Criminology and Education)
Publisher: SAGE Publications (UK and US)
ISSN: 0894-4393
Funders: ESRC
Date of First Compliant Deposit: 28 February 2019
Date of Acceptance: 26 February 2019
Last Modified: 01 Mar 2019 22:31
URI: http://orca.cf.ac.uk/id/eprint/119883

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