QUALITATIVE INVESTIGATION OF TAM
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Zoom videoconferencing software is utilized to generate a verbatim written transcript of the
interviews, which is subsequently verified by comparison to the original recording and updated
with any necessary manual corrections. Per Ravitch and Carl’s (2021) recommendation,
transcripts are not “cleaned up” to have a set of data that best reflects participant responses. The
precoding process includes utilizing Google Sheets to track changes and highlights areas of the
semi-structured interviews, highlighting emerging learnings, lingering questions, reactivity, and
ideas and thoughts about potential codes (Ravitch & Carl, 2021). Lastly, this research seeks
dialogue with interview participants and other CRM experts in the CES and at the Extension
Foundation to share an analysis of the findings to best validate the study and corroborate the
data.
Coding
An immersive engagement process takes place to critically engage with, read, and
analyze the data from this research. Ravitch and Carl (2021) highlight the primary processes for
immersive engagement as multiple data readings, implementing data analysis and strategies such
as coding, and generating, scrutinizing, and vetting themes. An inductive axial coding process
takes place with the semi-structured interview data and the survey data, which is the process of
going from coding chunks of data to see how these codes come together into coding categories to
best support the development of the findings (Ravitch & Carl, 2021). This includes creating a
code set that begins broadly and develops more narrowly as the analysis progresses and includes
both descriptive and theoretical categories (Ravitch & Carl, 2021). In addition to axial coding,
certain interview questions are subjected to a quantitative coding process to better facilitate
statistical analysis. For questions with a binary nature or with a limited number of potential
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