Tuesday, June 30, 2026

Aligning Research Questions with Purpose and Theoretical Frameworks


  

By Simone C. O. Conceição

 

One of the most common struggles doctoral students face is not knowing whether the different parts of their study are speaking to each other. You may have a compelling problem, a clearly written purpose statement, and a set of research questions you feel confident about — and yet something still feels disconnected. Often, that disconnection stems from the theoretical framework. When the framework is chosen arbitrarily or added as an afterthought, the study's architecture becomes fragile.

 

Alignment is not a formatting concern. It is the intellectual backbone of rigorous research. This post breaks down what alignment means in practice, how to select and integrate a framework intentionally, and how that framework cascades through your methodology and data analysis — with a concrete example to bring it all to life.

 

Why Alignment Is Non-Negotiable

A dissertation or applied research study is not a collection of independent sections — it is an argument. Every element of the study must support and reinforce every other element. According to Grant and Osanloo (2014), the theoretical framework “serves as the structure and support for the rationale for the study, the problem statement, the purpose, the significance, and the research questions" (Grant & Osanloo, 2014, p. 12).

 

When alignment breaks down, credibility follows. A study that articulates a problem related to equity in education but then adopts a framework rooted in behavioral psychology signals to the reader — and the committee — that the researcher does not fully understand the scope or lens of their own work.

 

Grant and Osanloo (2014) emphasize that the problem, purpose, significance, and research questions must be closely connected and mutually reinforcing, thereby anchoring the study and informing decisions about research design and data analysis.

 

Think of alignment as a chain of logic. If your problem identifies a knowledge gap, your purpose statement addresses it. Your significance explains why filling the gap matters. Your research questions operationalize the purpose into specific inquiries. And your theoretical framework provides the conceptual lens through which all those elements are understood, investigated, and interpreted.

 

What a Theoretical Framework Actually Does

Before you can align your framework with everything else, you need to understand what a framework is and is not. A theoretical framework is not a literature review section. It is not a summary of existing theories. According to Eisenhart (1991), a theoretical framework is "a structure that guides research by relying on a formal theory, [and is] constructed by using an established, coherent explanation of certain phenomena and relationships" (p. 205).

 

In practice, the framework reflects the researcher's worldview, shaping their understanding of knowledge, its origins, and what constitutes valid evidence. Creswell (2009) noted that in qualitative research, theory functions as a lens that influences the questions researchers ask, guides how data are gathered and interpreted, and can prompt a call for action or change. This means your framework is not window dressing — it actively shapes every decision you make in the study.

 

The Link Between Problem, Purpose, Significance, and Research Questions

Merriam and Tisdell (2016) characterize the research problem as an identified void in existing knowledge, with the purpose statement serving as a direct response to that void. The research questions then build upon the purpose, narrowing the focus from the broader knowledge gap down to the specific phenomena the researcher intends to examine.

 

The theoretical framework sits alongside all three of these components, not above them. It provides the interpretive lens that gives each component its analytical coherence. Ravitch and Carl (2019) described the theoretical framework as how a researcher brings together and synthesizes relevant bodies of literature to shape the direction, objectives, structure, and outcomes of a study.

 

When the framework is chosen deliberately and early, it sharpens every subsequent writing decision. The problem becomes more focused. The purpose statement reflects not just a gap, but a gap viewed through a specific theoretical lens. The research questions use the language and logic of the framework itself.

 

Steps to Select and Integrate a Theoretical Framework

Selecting a framework is one of the most consequential decisions in the dissertation process. Grant and Osanloo (2014) offer a practical set of guidelines that can anchor this process:

 

1. Begin by identifying your beliefs.
What assumptions do you bring to this research? Are you operating from a constructivist worldview — believing that knowledge is co-created through experience and interaction? Or a postpositivist perspective — believing in measurable, verifiable truth? Your framework should reflect those foundational beliefs.

 

2. Identify theories that intersect with your epistemological values.
Explore multiple theories that align with your epistemological perspective and expand your understanding of the key concepts within your study. Do not settle for the first theory you encounter in the literature.

 

3. Develop a working knowledge of each theory.
Read primary sources. Understand the origin, evolution, and key propositions of each theory. Know who the leading theorists are and how the theory has been applied in research like yours.

 

4. Conduct a targeted literature review.
Find empirical studies that have used your frameworks. Note how other researchers applied the theory, what it illuminated, and where its limitations appeared. This will inform whether the framework is a good fit for your study context.

 

5. Evaluate fit against your four core constructs.
Ask yourself: How does this theory connect to my problem? Does it explain the phenomenon I am investigating? Does it align with my purpose, significance, and the language of my research questions?

 

6. Consider opposing perspectives.
Engage with perspectives that challenge your own beliefs and theoretical assumptions. A well-grounded study not only highlights the strengths of the chosen framework but also recognizes its limitations and the questions it leaves unanswered. A theoretically sound study acknowledges what the chosen framework cannot explain, not just what it can.

 

7. Select one framework and commit to it as your blueprint.
Select a theoretical framework that guides the whole of the dissertation. Rather than being confined to one section of the study, the framework should serve as a consistent point of reference across all chapters. Once selected, the framework should be referenced consistently throughout the study — not relegated to a single chapter.

 

Linking the Framework to Methodology and Data Analysis

Perhaps the most overlooked dimension of theoretical framework alignment is its direct connection to how you collect and analyze data. Many researchers treat the framework as relevant only to the introduction and literature review chapters. This is a significant error.

 

The theoretical framework influences every choice made throughout the research process. This means that all data collection tools — whether interview protocols, survey instruments, observation guides, or document analysis categories — should be grounded in and reflective of the framework's core constructs and logic.

 

Regardless of whether a study is quantitative, qualitative, or mixed-methods, the theoretical framework plays a central role in shaping the data collection plan and bringing clarity and meaning to the information gathered.

 

Considering the data analysis, Lester (2005) states that data cannot be meaningfully understood or interpreted without a theoretical framework to provide context and direction. This means your coding scheme, thematic categories, or statistical model should be traceable back to the concepts and propositions of your theoretical framework. A priori codes drawn from the framework ensure that the analysis is theoretically grounded rather than arbitrary.

 

Maxwell (2004) outlined the theory's practical role in the research process, noting that it helps researchers clarify and refine their goals, craft realistic and focused research questions, choose suitable methods, and anticipate threats to the validity of their conclusions. This is a comprehensive view of the framework's role — it is not a chapter to check off, but a living guide throughout the study.

 

A Concrete Example: Mobile Device Use in Educational Settings

Consider a researcher studying the effect of mobile device use on student focus and academic engagement. The research problem identifies a gap: while mobile devices are increasingly present in classrooms, little is understood about how students cognitively manage competing digital stimuli during learning tasks.

 

Problem Statement: Students in higher education experience increasing difficulty sustaining focused attention during instructional activities due to the prevalence of mobile device notifications, yet the cognitive mechanisms underlying this distraction remain underexplored.

 

Purpose Statement: The purpose of this mixed-methods study is to explore how undergraduate students describe their cognitive experience of mobile device distraction during academic tasks and to measure its association with academic performance outcomes.

 

Significance: Understanding these mechanisms can inform instructional design, device policy, and student self-regulation interventions — directly relevant to educators, academic administrators, and learning designers.

 

Research Questions:

·       How do undergraduate students describe their experience of cognitive distraction during mobile device use in classroom settings?

·       What is the relationship between self-reported mobile device use frequency and academic performance indicators?

·       What self-regulation strategies do students report using to manage mobile device-related distraction?

 

Theoretical Framework — Cognitive Load Theory (Sweller, 1988): Cognitive Load Theory posits that working memory has a limited capacity and that those extraneous cognitive demands — those not directly related to learning — impair the acquisition and retention of information. This framework aligns precisely with the research problem: mobile device notifications represent extraneous load that competes with germane load (the mental effort directed toward learning).

 

With this framework in place:

·       The problem stems from the theory's explanation of attention limits.

·       The purpose reflects the framework's interest in how extraneous stimuli affect cognitive processing.

·       The research questions use the language and constructs of Cognitive Load Theory — distraction, self-regulation, and performance.

·       The methodology (mixed methods) captures both the subjective experience of cognitive load (qualitative) and its measurable outcomes (quantitative).

·       The data analysis uses framework-derived codes (extraneous load, germane load, intrinsic load) to analyze interview transcripts, and regression analysis to examine the quantitative relationship between device use and performance.

 

Every piece connects. The framework is not a decoration — it is the architecture.

 

From the Literature Review to Defense: Keeping the Framework Central

One practical challenge many doctoral researchers face is maintaining the framework's visibility across all chapters. It is common to articulate the framework carefully in Chapter 2 and then allow it to fade into the background by Chapter 4. Grant and Osanloo (2014) caution that the theoretical framework should remain central and visible throughout the study, continuously informing the justification of the research questions, the problem, and the significance, as well as guiding decisions about the research design and the analysis plan.

 

A practical approach is to use the framework's key constructs as an organizing device throughout the study. In the literature review, organize the sections into thematic groups around the theory's core concepts. In the methods chapter, explicitly connect each data collection instrument to the framework. In the findings and discussion, interpret results through the framework's lens and address whether findings confirm, challenge, or extend the theory.

 

The selection of a theoretical framework is a deliberate and meaningful decision, rooted in the researcher's personal beliefs and assumptions about the nature and construction of knowledge. Owning this decision — and defending it clearly — signals scholarly maturity to committee members and reviewers alike.

 

Charting Your Path Forward: How SCOC Coaching Can Help

Selecting and integrating a theoretical framework is a skill that takes time to develop. It requires not only familiarity with theory but also the ability to think across the full arc of a study — from problem to defense. Many researchers get stuck at this stage, unsure whether their framework truly fits or are unable to articulate how it connects to their methods.

 

At SCOC Consulting, our coaching services are designed to help doctoral students and applied researchers navigate exactly these challenges. Whether you are in the early stages of identifying your framework, revising a study that lacks alignment, or preparing for a proposal defense, our coaches provide structured, expert guidance grounded in research best practices.

 

We work with you to:

·       Evaluate your theoretical frameworks against your problem, purpose, and research questions

·       Articulate the connections between your framework, methodology, and data analysis plan

·       Strengthen the internal consistency of your dissertation or research study

·       Prepare clear, confident explanations of your framework for committee presentations

 

You do not have to figure this out alone. Reach out to SCOC Consulting today and take the next step toward a coherent, defensible research study.

 

References

Creswell, J. W. (2009). Research design: Qualitative, quantitative, and mixed methods approaches (3rd ed.). SAGE Publications. https://www.ucg.ac.me/skladiste/blog_609332/objava_105202/fajlovi/Creswell.pdf

Eisenhart, M. A. (1991). Conceptual frameworks for research circa 1991: Ideas from a cultural anthropologist; implications for mathematics education researchers. In Proceedings of the 13th Annual Meeting of the North American Chapter of the International Group for the Psychology of Mathematics Education (Vol. 1, pp. 202–219).

Grant, C., & Osanloo, A. (2014). Understanding, selecting, and integrating a theoretical framework in dissertation research: Creating the blueprint for your "house." Administrative Issues Journal: Connecting Education, Practice, and Research, 4(2), 12–26. https://files.eric.ed.gov/fulltext/EJ1058505.pdf

Lester, F. K. (2005). On the theoretical, conceptual, and philosophical foundations for research in mathematics education. ZDM — Mathematics Education, 37(6), 457–467.

Maxwell, J. A. (2004). Causal explanation, qualitative research, and scientific inquiry in education. Educational Researcher, 33(2), 3–11.

Merriam, S. B., & Tisdell, E. J. (2016). Qualitative research: A guide to design and implementation (4th ed.). Jossey-Bass.

Ravitch, S. M., & Carl, N. M. (2019). Qualitative research: Bridging the conceptual, theoretical, and methodological (2nd ed.). SAGE Publications.

Sweller, J. (1988). Cognitive load during problem solving: Effects on learning. Cognitive Science, 12(2), 257–285.

 

Coaching for Graduate StudentsCoaching for Academics 

Quantitative Design and Statistical Support

 

   

 

Tuesday, June 16, 2026

Building Your Business Online Presence

  

DIGITAL STRATEGY and CONSULTING

Building Your Business Online Presence:

Essential Strategies from SCOC Consulting

How educators, administrators, and learning designers can Strategize, Collaborate, Optimize, and Create a thriving digital footprint.

By SCOC Consulting, LLC  |  June 2026  |  8-minute read

 

https://scoc-consulting.com/business-online-presence 

In today's fast-paced digital landscape, an online presence is no longer a luxury — it is a necessity for businesses of all sizes. With most consumers turning to the internet to find products, services, and information, companies without a strong digital footprint miss out on a massive opportunity to reach and engage their target audience. This is especially true for educators, administrators, and learning designers who are building or growing their consulting practices.

Whether you are launching a new consulting business, expanding an existing program, or simply trying to connect with more clients online, knowing where to start is often the biggest challenge. That is exactly where SCOC Consulting, LLC comes in — bringing over 25 years of expertise in distance learning, adult education, learning design, and program evaluation to help you build a presence that drives real results.

 

 

"A successful business starts with an engaged audience, impactful content, and strategic optimization." — SCOC Consulting, LLC

 

The S-C-O-C Framework: Your Blueprint for Online Success

At the heart of SCOC Consulting's approach is their signature S-C-O-C framework — a four-pillar methodology designed to guide professionals through every stage of building and sustaining a powerful online presence. Our goal is to partner with you to Strategize, Collaborate, Optimize, and Create — ensuring that every step of your digital journey is intentional, evidence-based, and aligned with your unique business goals.

S

Strategize

Great online presence begins with a clear strategy. SCOC works with you to define your goals, identify your target audience, and map out a plan that aligns your digital efforts with your broader business objectives — before a single post is published or a page goes live.

 

C

Collaborate

No business succeeds in isolation. SCOC facilitates meaningful collaboration — connecting you with industry experts, influencers, virtual communities, and cross-promotion partners to amplify your reach, build credibility, and attract a loyal audience.

 

O

Optimize

Optimization is an ongoing commitment, not a one-time task. From audience segmentation and personalized communication to SEO and mobile-friendly design, SCOC helps you continually refine your strategies based on data — tracking open rates, click-throughs, conversions, and more.

 

C

Create

Content is the currency of the digital world. SCOC guides you in creating impactful, audience-centered content — blog posts, webinars, podcast episodes, email campaigns, and virtual community spaces — that showcase your expertise and keep your audience coming back.

 

Know Your Audience: The Power of Demographic Segmentation

Before you can build an effective online presence, you need to know who you are building it for. Identifying your target audience is the foundation for everything else— from your content strategy to your brand voice.

Demographic Segmentation

Demographic segmentation is one of the most common and effective strategies for understanding your audience. Key criteria to consider include:

       Age and Gender: Understanding your audience's demographics shapes your tone, platform choices, and the type of content that resonates most.

       Location: Geographic data informs your availability, event timing, regional compliance considerations, and even language preferences for your content.

       Occupation and Role: For consulting businesses like those SCOC serves, targeting by professional role — educator, administrator, or learning designer — ensures your messaging speaks directly to the right decision-makers.

       Interests and Behavior: Go deeper by segmenting based on survey responses, website interactions, or prior service history to personalize outreach and increase conversion rates.

       Engagement Level: For virtual community-based businesses, identify and prioritize your most active subscribers — they are your most valuable advocates and brand ambassadors.

 

Importantly, segmentation is not a one-time exercise. It should be continuously evaluated and refined based on campaign performance and subscriber feedback, with key metrics such as open rates, click-through rates, conversion rates, and revenue generated monitored.

 

Essential Strategies for a Strong Online Presence

Beyond the core S-C-O-C framework, we outline a set of practical, high-impact strategies that any business can begin implementing today.

1. Build a User-Friendly, Mobile-Optimized Website

Your website is your digital headquarters. With most users now accessing the web from smartphones and tablets, a mobile-friendly, responsive design is non-negotiable. Your site should load quickly, be easy to navigate on any device, and deliver a seamless experience from the first click to the final call to action.

2. Leverage Social Media Strategically

Social media is one of the most powerful tools in your digital arsenal — but only when used with intention. Rather than spreading yourself thin across every platform, identify the channels where your target audience is most active and concentrate your efforts there. Consistency is key: maintain a recognizable brand voice, visual identity, and posting cadence that builds trust over time.

3. Invest in Search Engine Optimization (SEO)

Even the most beautifully designed website is ineffective if no one can find it. SEO — the practice of optimizing your content so it ranks higher in search engine results — is one of the highest-return investments a consulting business can make. By targeting the right keywords, structuring your content effectively, and building quality inbound links, you make it easier for potential clients to discover your services exactly when they need them.

4. Harness the Power of 24/7 Visibility

One of the most compelling advantages of a strong online presence is that your business never sleeps. Unlike a physical office with set hours, a well-maintained website, active social profiles, and automated email sequences work for you around the clock — attracting leads, answering questions, and building brand awareness even while you focus on other priorities.

 

81%

of consumers research a business online before making a purchase

70%

of mobile searches lead to action within one hour

24/7

your online presence works for you — even when your office is closed

 

5. Build a Virtual Community

One of our most distinctive recommendations is to create virtual community spaces within your business ecosystem. Virtual communities provide a unique space for professionals to connect, share knowledge, and collaborate — offering a sense of belonging and allowing individuals to tap into collective intelligence that can drive both personal and professional growth.

6. Partner with Influencers and Pursue Cross-Promotion

Organic reach only goes so far. To break into new audiences quickly, we recommend actively pursuing collaborations with relevant influencers and industry experts. Co-hosting webinars, contributing guest blog posts, or appearing on podcast episodes are all powerful ways to borrow an established audience's trust and expand your own reach.

7. Personalize Your Communication

Generic, one-size-fits-all messaging is a relic of the past. Today's digital audience expects to feel seen and understood. Personalized communication across every touchpoint — addressing subscribers by name in emails, customizing content to align with individual interests, and tailoring subject lines — directly impacts your bottom line through higher open rates, increased click-throughs, and stronger conversion rates.

 

Why Partner with SCOC Consulting?

SCOC Consulting, LLC is not a generic digital marketing agency. Our team is made up of highly skilled professionals with diverse backgrounds in adult education, learning design, program evaluation, distance teaching, and curriculum development — with over 25 years of professional experience spanning the United States, Chile, the Dominican Republic, Brazil, Turkey, China, the Caribbean, and Ireland.

Our holistic, evidence-based approach is centered on the learner — whether that learner is a student in an online course or a business owner navigating the complexities of the digital landscape for the first time. We bring the same rigor, intentionality, and personalization to online presence consulting that we apply to every learning design engagement.

 

 

"Together we'll create and refine your plan for success. We didn't get there alone. And neither will you." — SCOC Consulting, LLC

 

Conclusion

Building a strong online presence is one of the most important investments you can make in your business's future. It expands your reach, establishes your credibility, creates 24/7 visibility, and opens doors to clients and collaborators you could never reach through traditional channels alone.

With the S-C-O-C framework — Strategize, Collaborate, Optimize, Create — and the expert guidance, you do not have to figure it out alone. From identifying your target audience through smart demographic segmentation to building virtual communities, leveraging SEO, and crafting personalized content that converts — SCOC has the tools, expertise, and partnership-driven approach to help your business thrive.

The question is no longer whether you need an online presence. The question is: how soon can you start building one?

 

Ready to Build Your Online Presence?

Contact SCOC Consulting, LLC today for expert guidance on creating a strategy tailored to your unique business goals. Start with a free 30-minute consultation — no obligation, just a conversation about where you want to go.

  Get a Free Consultation    scoc-consulting.com/business-online-presence

 


Tuesday, June 2, 2026

Building a Sense of Presence in Any Online Learning Environment


 

By Simone C. O. Conceição 

 

What makes an online learner feel genuinely connected to a course — not just enrolled in it? The answer comes down to presence: the sense of being there, of experiencing real connection with an instructor, with peers, and with the learning environment itself. Presence is not a byproduct of technology or format — it is something that must be intentionally designed, cultivated, and sustained throughout the life of a course. For online instructors, this is one of the most important and underestimated challenges in teaching today.

 

What Is Online Presence?

Presence in online learning is defined as a sense of "being there" or "being together" in a shared learning environment (Lehman & Conceição, 2010). It is not simply a technical feature of a platform — it is a felt experience that emerges from the interaction between learners, instructors, content, and the environment in which learning occurs. When presence is strong, students feel seen, supported, and part of something real. When it is absent, they feel isolated, anonymous, and disengaged — conditions that consistently predict lower performance and higher dropout rates.

 

The most important distinction in understanding online presence is between what it is and what it merely appears to be. An instructor who posts frequently but in an impersonal way does not necessarily create presence. An instructor who posts less frequently but responds thoughtfully, shares relevant personal context, and acknowledges individual students by name can generate a powerful sense of being there — even in an asynchronous course with no real-time interaction.

 

Presence is, at its core, a relational achievement. It must be created from both sides — by instructors who show up deliberately and by learners who are supported in doing the same (Lehman & Conceição, 2010). Research confirms that when instructor and peer presence are felt in online courses, a sense of classroom community results, which predicts both academic satisfaction and perceived learning (Kennette & Redd, 2015).

 

 

The Being There for the Online Learner Model

Lehman and Conceição (2010) offer a foundational framework for understanding and building online presence: the Being There for the Online Learner Model. This model is grounded in the psychological, social, and emotional dimensions of presence and provides a practical architecture for course design.

 

The model begins with four types of experience through which presence can be felt:

·       Subjective — what occurs within the learner's own mind; the internal sense of being present

·       Objective — the psychological sense that "you are there," when technology becomes transparent, and the focus shifts to the learning and the people involved

·       Social — presence as experienced through interactions with others; when others in the virtual environment feel real

·       Environmental — the "ability to easily access and modify, provide input about, and interact with the online environment" (Lehman & Conceição, 2010, p. 17)

 

These types of experience are shaped by four modes of presence through which learners engage online:

·       Realism — a close match with the real world; the environment feels natural rather than artificial

·       Immersion — deep engagement that draws the learner fully into the experience

·       Involvement — active participation in the learning process

·       Suspension of disbelief — the learner's willingness to accept the online environment as real and meaningful

 

Finally, the model accounts for three learner dimensions that affect how presence is perceived and constructed: the interior world of the learner (thoughts, feelings, and prior knowledge), the interface with the real world (how learners perceive and make meaning from the environment), and the concrete world shared with others (the social and collaborative space of learning) (Lehman & Conceição, 2010).

 

Together, these elements form a layered model that helps instructors understand why some course designs generate a strong presence while others leave learners feeling disconnected — even when the content is identical. See Figure 1 for a graphical representation of the model. 

Figure 1. Being There for the Online Learner Model

 

Why Presence Matters More Than Ever

The physical distance inherent in online learning creates what theorists call transactional distance — a psychological and communicative gap between instructors and students that can undermine engagement and deepen isolation (Moore, 2013). But transactional distance is not determined solely by geography. It is shaped by course structure, interaction quality, and the instructor’s responsiveness to learners (Best & Conceição, 2017)

 

The stakes are real. When online learners experience a loss of connection to classmates and to the instructor, they also experience depersonalization and a decrease in accountability (Lehman & Conceição, 2010). These are not peripheral concerns — they are structural conditions that affect whether students persist, perform, and ultimately succeed. A 2024 study of 1,086 students found that interactive communication tools positively impact students' perceived instructor presence, which in turn drives both satisfaction and engagement; the researchers concluded that "a stronger instructor presence has been positively correlated with higher student satisfaction, given that students have felt more connected and supported throughout their learning journey" (Roque-Hernández et al., 2024, p. 2).

 

A 2025 study published in Scientific Reports found that teaching presence, social presence, and cognitive presence all positively predict learning performance in blended and online environments, and that teaching presence has the most critical influence on students' academic emotions — including engagement and motivation (Li & Ye, 2025). These findings reinforce the core argument of Lehman and Conceição (2010): instructor presence creates a comfortable environment for the learner, which leads to meeting course learning outcomes.

 

The Six Determinants of Presence

One of the most practically useful contributions of the Lehman and Conceição (2010) framework is its identification of six determinants of presence — the design variables that instructors can control when building a course. These determinants provide a concrete roadmap for translating the abstract concept of presence into real instructional decisions:

 

1.     Type and focus of content — How the content is framed and what it asks of the learner

2.     Format of the learning experience — Whether activities are self-paced, collaborative, synchronous, or asynchronous

3.     Interactive strategies — The specific mechanisms through which learners engage with the instructor, with each other, and with content

4.     Role of the instructor — How visibly and consistently the instructor participates in the learning experience

5.     Types of technology — The platforms and tools selected to mediate learning

6.     Kinds of support provided — Academic, technical, and social support structures available to learners

 

These determinants do not operate in isolation. A course that uses rich interactive technology but provides no role modeling from the instructor, for example, may produce environmental presence without social or subjective presence. Effective design requires attention to all six (Lehman & Conceição, 2010). Figure 2 shows the Framework for Designing Online Courses with a Sense of Presence.

 


Figure 2. Framework for Designing Online Courses with a Sense of Presence


Building Presence Before, During, and After the Course

One of the most important practical insights from Lehman and Conceição (2010) is that presence is not a feature to be switched on at the start of a course — it must be created before the course officially begins, sustained throughout, and extended even after it ends.

 

Before the Course Begins

Presence-building starts at enrollment. Sending a welcome message before the first day of class, providing a personal introduction, orienting students to the course structure, and establishing clear expectations are among the most effective early moves an online instructor can make (Lehman & Conceição, 2010; Kennette & Redd, 2015). A short welcome video adds a human face and voice to what might otherwise feel like an anonymous digital space — activating the social and subjective dimensions of presence before a single lesson has been delivered.

 

Practical Actions

·       Record a brief welcome video that introduces yourself and explains how the course works

·       Send a personalized welcome email before the course opens

·       Create an orientation module that students complete before encountering any graded content

·       Invite students to introduce themselves and share something personal alongside their academic background

 

 

During the Course

Presence must be actively maintained throughout the course. This means showing up in discussions not just to evaluate, but to think alongside students — asking probing questions, connecting student contributions to course concepts, and making visible the collective thinking happening in the thread. It also means providing timely, individualized, and human feedback (Lehman & Conceição, 2010).

 

A 2025 study on hybrid-flexible learning found that video-based instructor feedback significantly reduces transactional distance by signaling care and engagement — students consistently reported feeling more supported when feedback was delivered in video rather than solely in text (Nussli & Oh, 2025). Research on social presence similarly found that video discussion boards produce significantly higher self-reported perceptions of presence compared to text-based formats (Lehman & Conceição, 2010).

 

Practical Actions

·       Respond to discussion posts with follow-up questions, not just evaluative comments

·       Post brief weekly video or audio announcements that connect current content to the bigger picture

·       Offer audio or video feedback on major assignments rather than text-only comments

·       Name and credit individual student contributions when building on them in subsequent interactions

·       Create informal spaces — a "Coffee House" discussion board or open Q&A thread — where students can connect outside structured coursework

 

 

After the Course

The end of a course is an opportunity, not a finish line. Closing the experience intentionally — with a summary of what the group accomplished together, acknowledgment of individual growth, and guidance on next steps — reinforces the sense that a real learning community existed and mattered (Lehman & Conceição, 2010).

 

Presence as an Instructional Design Problem

Perhaps the most consequential argument in Lehman and Conceição (2010) is this: presence is not a personality trait — it is a instructonal design problem. Instructors who feel "naturally" engaging in a face-to-face classroom may struggle online not because they lack charisma, but because the cues they rely on — eye contact, vocal tone, physical proximity, spontaneous responsiveness — are either absent or significantly attenuated in the digital environment.

 

This reframing is liberating. It means presence can be learned, designed, and improved systematically. An instructor who is deliberate about the six determinants of presence, who attends to the types of experience they create for learners, and who builds interaction strategies into the structure of the course — rather than leaving connection to chance — will build presence regardless of their natural communication style.

 

A Presence Planning Framework

The following table organizes the determinants of presence from Lehman and Conceição (2010) alongside practical actions and the type of presence each tends to activate:

 

The Essential Commitment

Building presence in an online environment is not a checklist to complete at the start of a semester. It is an ongoing commitment to showing up — consistently, intentionally, and humanly — in a space where it is easy to disappear. Lehman and Conceição (2010) remind us that the goal is not to replicate the face-to-face classroom online, but to create a different kind of learning experience that is equally real, equally connected, and equally capable of producing deep and lasting learning.

 

The online learner sitting alone with a screen deserves to feel that someone is genuinely there — not as a system-generated notification, but as a thinking, caring, present human being. That experience does not happen by accident. It happens by design.

 

References

Best, B., & Conceição, S. C. (2017). Transactional Distance Dialogic Interactions and Student Satisfaction in a Multi-Institutional Blended Learning Environment. European Journal of Open, Distance and E-learning, 20(1).

Kennette, L. N., & Redd, P. D. (2015). Instructor presence helps bridge the gap between online and on-campus students. College Quarterly, 18(4). https://collegequarterly.ca/2015-vol18-num04-fall/kennette-redd.html

Lehman, R. M., & Conceição, S. C. O. (2010). Creating a sense of presence in online teaching: How to "be there" for distance learners. Jossey-Bass.

Li, X., & Ye, Y. (2025). Mediating role of online academic emotions between online presence and learning performance in blended learning environments. Scientific Reports, 15(1), 29875.

Moore, M. G. (2013). The theory of transactional distance. In Handbook of distance education (pp. 66-85). Routledge.

Nussli, N. C., & Oh, K. (2025). Reducing transactional distance in a hybrid-flexible learning environment in higher education: Interaction and engagement despite asynchronous communication. Journal of Educational Technology Development and Exchange, 18(1), 195-214.

Roque-Hernández, R. V., López-Mendoza, A., & Salazar-Hernandez, R. (2024). Perceived instructor presence, interactive tools, student engagement, and satisfaction in hybrid education post-COVID-19 lockdown in Mexico. Heliyon, 10(6).  

 

Course Design and Teaching | Digital Library 

 

 

To continue exploring how presence shapes meaningful online learning experiences, we invite you to expand your knowledge through the Conversations About Online Teaching and Learning Series in the Adult Learning Exchange Virtual Community Digital Library on Patreon. These resources offer practical insights, research-based perspectives, and strategies for designing engaging and supportive online environments.

These conversations highlight how intentional course design, interaction, communication, and support can foster connection, engagement, and meaningful learning in online environments. We encourage you to explore the series, reflect on your own practice, and continue the conversation about creating online learning experiences with a strong sense of presence.