QUALITATIVE INVESTIGATION OF TAM
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videoconferencing software, transcribed with artificial intelligence technology, and coded for
themes in participant responses. The follow-up survey is analyzed using the survey software and
coded appropriately based on qualitative responses.
Appropriateness of the Method
A qualitative phenomenological approach of the TAM, as implemented by the CES,
evaluates usage, discontinuation, or lack of plans to use CRM technologies. This approach helps
gather perceptions toward the CRM technology, its applicability for the publics served by the
CES, and gathers information that leads to successful adoption and implementation or failure.
According to Ravitch and Carl (2021), qualitative research is defined as using interpretive
research methods as a set of tools to understand individuals, groups, and phenomena in a way
that reflects how people make meaning of and interpret their own experiences, themselves, each
other, and the social world. The goal of this research is to understand the perceptions and
attitudes toward CRM usage in the CES, the impact of CRM technologies on creating better
value with the public that the CES serves, and the barriers that exist in adoption. Additionally,
qualitative research is not a linear process but begins with an interest problem or question
(Ravitch & Carl, 2021). The methods and research instruments are often piloted and vetted to
ensure they gather the necessary data to best answer the research questions. Data analysis also
requires efforts to ensure the data is valid and trustworthy, including checking in with
participants to understand their thoughts on the analysis and interpretations or member checks.
Appropriateness of the Design
Ravitch and Carl (2021) outline best practices for selecting an appropriate qualitative
research design. The key interactive phases of a qualitative research design include developing
study goals and rationale, iterating research questions, developing a theoretical framework,
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