Technology Acceptance Model in U.S. Extension: CRM Adoption

QUALITATIVE INVESTIGATION OF TAM

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alongside the video recordings for accuracy and updated as necessary. All interview responses

underwent an axial coding process to highlight the key themes and connections between

participant responses (see Appendix C). Select responses were assigned a quantified coding

structure, where binary responses were available to conduct a statistical analysis in the Python

software. Similarly, data from the landscape assessment followed the same coding process as the

interviews, incorporating both qualitative and quantitative coding structures for comparative and

statistical analysis.

Trustworthiness

Multiple strategies were utilized to enhance the credibility, dependability, confirmability,

and transferability of this research. First, interview data was triangulated against data from the

landscape assessment regarding perceived benefits, barriers, ease of use, and usefulness of CRM

systems, which allows for a cross-validation of findings that reduce any biases inherent to both

the researcher and any one data source. Additionally, during the interview process, the researcher

engaged at length with participants to ensure their perspectives were fully represented in the

study. Following the interview, participant summaries were created and matched to the

appropriate codes and provided directly to each individual participant for feedback to ensure that

their comments and quotes were indeed a reflection of what was discussed in their interview.

Interview participants had the opportunity to respond and request corrections or changes as

necessary. This process ensures the accuracy and authenticity of these findings.

Additionally, participants have been briefed on the research process for their feedback,

which included one CES administrator co-designing several of the questions that were thought to

be most beneficial in this research. This collaborative approach and scrutiny helped ensure that

the research and these findings are consistent with the expectations of stakeholders. Lastly, given