QUALITATIVE INVESTIGATION OF TAM
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Existing landscape assessment data is analyzed using the JotForm survey software, which
is provided by the Extension Foundation, and statistical testing is conducted in Python. The
semi-structured interviews are conducted over the Zoom videoconferencing platform. Semi-
structured interviews allow for a set of predetermined questions but also provide flexibility to the
researcher for exploring the topic of CRM with the interview participant based on the
participant ’ s experience with CRM, the specific CRM tool being utilized, or features within the
CRM that the participant is most utilizing. Firsthand observations of participants utilizing CRM
technologies are not used, as participants are located across the United States. Additionally,
conducting this type of field research is not cost-effective to this research. A review of
documents, photos, objects, or other artifacts is not used in this study, as the research is more
interested in understanding the attitudes and perceptions of CRM usage in the CES related to
TAM variables and learning about the successes or failures of CRM implementation.
According to Ravitch and Carl (2021), there are a number of key characteristics and
values of qualitative interviews to consider in the research design. The key considerations and
values of qualitative interviews are that they are relational, contextual, non-evaluative, person-
centered, temporal, partial, subjective, and non-neutral (Ravitch & Carl, 2021). Additionally, this
research contains a survey element that includes reviewing landscape assessment data and a post-
interview survey to further triangulate data. Ravitch and Carl (2021) highlight the advantages of
questionnaires, such as their efficiency in data collection, ease of compiling responses, access to
significant amounts of information, resource effectiveness, anonymity, and the ability to quickly
and easily quantify or analyze results.
Data Analysis
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