QUALITATIVE INVESTIGATION OF TAM
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structured interviews, highlighting emerging learnings, lingering questions, reactivity, and ideas
and thoughts about potential codes (Ravitch & Carl, 2021).
An immersive engagement process takes place to critically engage with, read, and
analyze the data from this research. Ravitch and Carl (2021) highlight the primary processes for
immersive engagement as multiple data readings, implementing data analysis and strategies such
as coding, and generating, scrutinizing, and vetting themes. A subsequent axial coding process
takes place with the semi-structured interview data, which is the process of going from coding
chunks of data to seeing how these codes come together into coding categories to best support
the development of the findings (Ravitch & Carl, 2021). This includes creating a code set that
begins broadly and develops more narrowly as the analysis progresses, including both
descriptive and theoretical categories. After the coding process, connecting strategies takes place
to develop the context of the data without isolating excerpts in the same way that coding does,
providing a more holistic view of the data that is complementary to the coding process. Lastly,
this research seeks dialogue with interview participants and other CRM experts within the CES
and at the Extension Foundation to share an analysis of the findings, aiming to validate the study
and corroborate the data.
Research Questions
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 enabling outreach,
engagement, and communications efforts by the CES?
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