QUALITATIVE INVESTIGATION OF TAM
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CES, and what implications a lack of CRM usage has on communications, outreach, and
engagement efforts in the digital age. This research seeks to explore the following 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?
Setting This research contains two phases: a review of an existing landscape assessment
conducted by the Extension Foundation in June 2023 and one-on-one semi-structured interviews
with a sample of land-grant universities to understand and perceptions toward CRM
implementation, evaluation, discontinuance, or no plans to use. A follow-up survey was also sent
to interview participants to assist with the triangulation of data. The one-on-one semi-structured
interviews are conducted virtually over the Zoom videoconferencing software to best ensure a
national reach and include diverse perspectives that may otherwise not be possible to obtain
without the use of remote conferencing software. Within one week of completing the interview,
interview participants receive a survey that contains similar questions to those asked during their
interview. This survey aims to gather their responses in writing, in an effort to better triangulate
the data.
Participants
CES administrative leaders, known as CES directors and administrators, are the primary
stakeholders of this study. These individuals lead the CES for their institutions and are
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