QUALITATIVE INVESTIGATION OF TAM
84
perceived attitudes toward CRM technologies. It proceeds to semi-structured interviews with
participants from across the CES to gain further insights into CRM usage, challenges, and
successes for improving communications, outreach, and engagement.
Method Appropriateness
A qualitative phenomenological approach of the CES, which has been implementing,
evaluating use, discontinued, or has no plans to use CRM technologies, helps gather perceptions
toward the CRM technology, its applicability for the publics served by the CES, and gathers
information that leads to successful 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. A 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 (Ravitch & Carl, 2021). Data analysis also requires efforts to ensure that
the data is valid and trustworthy, including checking in with participants to understand their
thoughts on the analysis and interpretations or member checks (Ravitch & Carl, 2021).
Design Appropriateness
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
Powered by FlippingBook