QUALITATIVE INVESTIGATION OF TAM
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responses, they receive a quantified code to allow for quantitative representation of participant
sentiments.
After the coding process, connecting strategies take place to develop the context of the
data without isolating excerpts in the same way that coding does, providing a more holistic view
of the data that is complementary to the coding process (Ravitch & Carl, 2021). This includes
further analysis of quantitative code in Python to explore statistical correlations, providing a
complementary perspective to the qualitative findings. The use of correlation analyses better
highlight potential connections between different variables, providing a more holistic view and
understanding of the research questions.
Trustworthiness
Credibility
Multiple strategies are deployed to enhance the credibility of this research. The data
acquired during the research process is triangulated against multiple data sources, including
survey data, one-on-one semi-structured interviews, and existing data from previous landscape
assessments regarding the use of CRM in the CES. This ensures cross-validation of findings and
reduces any biases inherent to both the researcher and any one data source. During the research
process, the researcher engages at length with the participants to ensure their perspectives are
fully represented in the study. In addition, research data is reviewed by both participants and
critical stakeholders at the conclusion of the research to enhance the credibility of data
interpretation. This process improves the accuracy and authenticity of the findings.
Dependability and Confirmability
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