QUALITATIVE INVESTIGATION OF TAM
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Chapter 4: Results
Overview
The purpose of this qualitative phenomenological research is to better understand the
effects of the TAM on the adoption of CRM technologies in the CES that ultimately have
implications for internal and external communications, engagement, and outreach efforts. This
qualitative phenomenological approach utilized qualitative data collection methods, including a
review of existing assessment data, one-on-one semi-structured interviews with CES
professionals, and a follow-up survey. There were four research questions that the survey and the
interview questions were designed to answer:
RQ1: What are the perceived benefits of CRM systems for CES professionals?
RQ2: What are the perceived challenges and adoption barriers of CRM systems in the
CES?
RQ3: To what extent do the principles of the TAM affect CRM adoption?
RQ4: In what ways are existing implementations of CRM systems better enabling
outreach, engagement, and communication efforts by the CES?
The specific problem to be addressed is identifying the barriers that exist in adopting
CRM technologies in the CES and what implications a lack of CRM usage has on
communications, outreach, and engagement efforts in the digital age. This chapter describes the
research sample, the data analysis process, and the results of the study. The process for analyzing
the data is described following a qualitative methodology, followed by a summary of the
findings. The research findings are based upon the triangulation of multiple data sources
including the semi-structured interview transcriptions and landscape assessment data results.
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