QUALITATIVE INVESTIGATION OF TAM
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employment. The study adheres to all guidelines set forth by the researcher’s institution and the
regulations outlined by the Institutional Review Board (IRB). The well-being and safety of all
participants are prioritized during this process to ensure the minimization of any distress.
Summary
This chapter outlines the research methodology used to investigate CRM technology
usage and considerations in the CES. This qualitative phenomenological approach utilizes
qualitative data collection methods such as surveys and one-on-one semi-structured interviews
with CES professionals. The study aims to explore the potential of CRM systems in enhancing
internal and external communications, client engagement, and outreach efforts for the CES. The
TAM provides the theoretical frameworks to provide insights into the perceived benefits,
challenges, and use cases of CRM implementation. The research is conducted over a three-month
period and engages with land-grant universities to include voluntary participants from as many
diverse institutions as possible. The survey data is collected utilizing JotForm software. One-on-
one semi-structured interviews are conducted over Zoom videoconferencing and transcribed
using AI technology. Subsequently, they are coded for thematic analysis, utilizing connecting
strategies to gain a more holistic understanding of the phenomenon from the data.
To ensure the credibility of this research, multiple data sources are triangulated. The
researcher engages extensively with participants to represent their perspectives fully, and critical
stakeholders provide feedback on the research process. Dependability is enhanced through
complete documentation of data collection efforts and analysis processes, along with regularly
briefing participants and critical stakeholders on the process to gather further insights. The
transferability of the findings is facilitated by providing detailed descriptions of the research
context and participant profiles. Ethical considerations include providing clear explanations to
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