QUALITATIVE INVESTIGATION OF TAM
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contains a survey element as a tool to follow the semi-structured interviews to further triangulate
the data. Ravitch and Carl (2021) highlight the advantages of questionnaires, such as being an
efficient way to collect data, ease of compiling responses, access to significant amounts of
information, resource effectiveness, anonymity, and the ability to quickly and easily quantify or
analyze results.
Data Analysis
The native JotForm analysis software is used for the landscape assessment questionnaire,
along with Python for statistical analysis. The one-on-one semi-structured interviews are
conducted over videoconferencing tools, transcribed with artificial intelligence technology, and
manually coded for themes in participant responses. Qualtrics survey software is being used for
the follow-up survey and is coded to match the coding process for the semi-structured
interviews. Ravitch and Carl (2021) state that data organization and management are an
important, ongoing process that supports refining sense-making and are integral parts of the
overall analysis. The data management plan for this research includes organizing the landscape
assessment data within the native analytics tools of the JotForm survey software and conducting
a statistical analysis in Python. A precoding process takes place to best sort and filter the data by
responses related to the TAM focused on perceived usefulness and perceived ease of use;
additionally precoded fields have filters for institutions that have implemented CRM, are
evaluating the use of CRM, discontinue the use of CRM, or have no plans to use CRM.
Ravitch and Carl (2021) also offer insights into the best data management practices for
transcribing and coding interview data for the second phase of this research. First, the original
audio and video recordings of the interviews are stored on Extension Foundation storage servers,
along with a backup copy on a local computer. Artificial intelligence software native to the
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