Social Media, Web, and Panel Surveys: Using Non-probability Samples to Study Population Characteristics

The use of online surveys has grown rapidly in social and behavioural science research, surpassing more established methods. We argue that a better understanding is needed, especially of the strengths and weaknesses of non-probability online surveys that can be conducted relatively quickly and cheaply. We describe two common approaches to non-probability online surveys – river and panel sampling – and theorise their inherent selection biases: topical self-selection and economic self-selection. We conclude that non-probability online surveys do not replace probability surveys but augment the researcher’s toolkit with new digital practices, such as rapid and exploratory studies of small and emerging non-demographic subpopulations.