QUALITATIVE INVESTIGATION OF TAM
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Chapter 3: Methodology
This qualitative phenomenological research investigates the applicability of the TAM on
CRM technology adoption in the CES. Qualitative data is curated through three primary sources:
a review of a recent landscape assessment conducted by the Extension Foundation related to
CRM technologies, one-on-one semi-structured interviews with CES professionals to further
investigate CRM usage in a variety of land-grant university Extension programs, and participant
responses to a follow-up survey related to usage, adoption, and perceptions of CRM
technologies. This research is completed over a three-month period to allow for enough time to
conduct interviews with CES professionals at a variety of universities, including 1862, 1890, and
1994 land-grant institutions. A survey analysis tool native to the survey tool is used for the
landscape assessment, along with statistical computations through Python. The one-on-one semi-
structured interviews are conducted over videoconferencing tools, transcribed with artificial
intelligence technology, and coded for themes in participant responses.
The purpose of this qualitative phenomenological design is to explore the opportunities of
CRM systems for the CES to enhance internal and external communications, engagement, and
outreach efforts while also investigating the barriers that exist for successful adoption. There is
considerable evidence to suggest that CRM systems add value to organizational communications
and relationship efforts; however, there is a need to highlight how CRM technologies can impact
the outreach mission of the CES. Through the lens of the TAM, this research provides practical
insights into the perceived benefits and challenges of implementing CRM systems. It examines
successful use cases of CRM implementation and investigates the potential for increasing client
engagement and improving communications through successful client management. This
research deploys a landscape survey of the CES to gather insights on the current usage and
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