Impact of validity issues on envisioned research
The envisioned research is the establishment of an association between the Technology Acceptance Model and Rogers’ Diffusion of Innovations Theory. This study will involve generalizing the idea that the use of sales force automation technology takes place based on Rogers’ Theory. This theory that states that innovations are adopted based on the use by innovators and then early adopters, early majority, etc., which are associated with perceived usefulness and perceived ease of use. In other words, we cannot directly observe perceived ease of use and perceived usefulness, but we can observe the adoption process by innovators, early adopters, etc. that takes place over time. We can also ascertain that these factors regarding ease of use and usefulness and their association with the adoption process are legitimized by the Technology Acceptance Model and that the results associated with the ...view middle of the document...
Other issues might include the inability of the results to be generalized to other studies such as a study related to the use of smart phones in the workplace. This could occur because the training process is much more in-depth for sales force automation technology and in order to level the playing field, employees learning the sales force automation technology must have adequate training for what is considered to be a complicated product.
A threat to construct validity might be the fact that, if there is a pretest to measure use of the sales force technology before the study begins, participants might feel that they must change their behaviors due to expectations associated with the study. The testing will also involve a test to identify the innovators as well as observations of the employees using the technology and a post test. With regard to social threats to construct validity, another threat is that participants determine specific behaviors they should begin to emulate based on the test, so they will start using the sales force automation technology in a certain way for this reason rather than due to personal motivation. For example, the participants may start to enter detailed call records rather than just basic information such as the date of the call due to perceived expectations.
An issue related to internal validity might be participants in the process who feel that they must continue to participate even though they would prefer to withdraw. This may be the case, despite a verbal agreement with the researcher that participation is completely voluntary. The reason for this is that a participant that becomes frustrated or bored is also a threat to internal validity of the study (Rice & Trafimow, 2011).
This paper compared and contrasted the characteristics internal, external, and construct validity as they relate to the adoption of technology products. It also discussed threats to external and construct validity. Based on the envisioned research, which is the adoption of sales force automation technology, this paper also discussed issues related to internal, external, and construct validity that may impact this research.