QUALITATIVE INVESTIGATION OF TAM
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ethical standards and maintain the integrity, validity, and reliability of the findings of this
research.
Reflexivity
As the researcher and interviewer for this study, it is important to be transparent about my
role as both the researcher and an employee of the Extension Foundation in order to ensure
integrity and an understanding of potential biases that may influence the research process. As
previously mentioned, the Extension Foundation is a 501(c)(3) nonprofit organization that is a
part of and a partner to the CES. My position within the Extension Foundation provides unique
opportunities and challenges during this research process. My familiarity with the CES, its
stakeholders, and the landscape of adoption of CRM technologies within the CES provides
valuable insights and facilitates access to potential research participants. This perspective opens
the opportunity for a deeper understanding of organizational dynamics, challenges, and
opportunities related to CRM adoption, which can better enhance data collection.
As an employee of the Extension Foundation, there are potential biases that need to be
addressed, primarily while interfacing with CES colleagues during the interview process. It is
possible the participants may feel pressure to overemphasize the positive aspects of CRM
technologies while underemphasizing negative aspects of their CRM adoption or conform to
their own organizational expectations. To mitigate these biases and ensure both credibility and
trustworthiness of this research, several steps are taken. First, there are efforts to maintain
objectivity and impartiality throughout the data collection and analysis process. This includes
adopting a reflexive stance, questioning assumptions, and critically reflecting on my own role
and potential influences on the research. Second, transparency is prioritized throughout this
research, including clear communication regarding the purpose of the study, my affiliation with
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