QUALITATIVE INVESTIGATION OF TAM
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identification of employee resistance as a significant barrier aligns with TAM ’ s acknowledgment
that individuals may resist adopting new technologies. The negative correlation between
perceived ease of use and employee resistance, while not statistically significant, suggests there
is a potential role of user-friendliness of interface design in some CRM implementations across
the CES.
Methodology
The combination of semi-structured interviews, triangulated against landscape
assessment data, allowed for a comprehensive data collection process. The semi-structured
interviews provided nuanced perspectives, while the survey from the landscape assessment
allowed for a broader quantitative overview. However, there were significant challenges in
generating useful data from the post-interview survey that may have been rooted in a design
flaw. The post-interview survey contained many open-ended questions that ended up not being
relevant to many research participants. Fortunately, the post-interview survey shared nearly
identical questions with the landscape assessment, and the proximity of time between data
collection for the interviews and the landscape assessment was insignificant. Regardless, a dual
approach of utilizing existing landscape assessment data and interview data appears effective.
The distribution of participants across different regions of the CES better enabled research
validity, and the findings are more likely to be generalizable to the broader CES.
In several cases, qualitative data responses were binary or had limited options, which
offered the opportunity to quantify the data for statistical analysis. The combination of statistical
trends with qualitative insights added greater depth and context to the research, strengthening the
credibility and reliability. The choice to investigate employee resistance alongside TAM
principles provided valuable insights into the interplay between technology and human factors
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