QUALITATIVE INVESTIGATION OF TAM
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If the sample size of voluntary participants does not meet an appropriate research
threshold, CES directors and administrators are contacted again, asking for volunteers to
participate in one-on-one semi-structured interviews. Additionally, an existing mailing list of
approximately 18,000 CES professionals through the Extension Foundation can be utilized to
reach more participants if referral from CES directors and administrators does not yield an
appropriate number of volunteers.
Researcher’s Role
In this study, the researcher is positioned as a communication practitioner working within
a nonprofit organization that is part of the CES. Although not directly employed by the CES, the
researcher serves the CES by examining system-wide challenges and investigates potential
solutions. As an experienced communication practitioner in pursuit of a PhD in
Communications, with multiple years of experience managing CRM technologies for
organizations, the researcher’s background provides valuable insights into t he research topic of
CRM technologies within the CES. However, it must be acknowledged the potential biases and
assumptions arise from current employment and professional background. This will require the
researcher to examine their beliefs and biases throughout the course of this research and utilize a
process of reflexivity to address any potential impact on data collection, analysis, interpretation,
and engagement with research participants.
Any conflicts of interest are acknowledged with transparency throughout the process, and
the researcher acknowledges the influence they have on the research process. Through rigorous
data collection methods, including a survey and one-on-one semi-structured interviews, a
systematic approach to analyzing the data, objectivity can be maintained to ensure the highest
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