Seels and Glasgow Model: Discovering Instructional Design 20

And so my friends, we reach Number 20 in our journey of discovery around Instructional Design. That's a month's solid blogging, investigating one of the fundamental domains associated with our profession.

What have we learned? More of that anon, but for now I'm going to cover the the Seels and Glasgow Model in this E-Learning Curve Blog series on a systems approach to instruction design.

Now read on…

In a 2008 article called Can we reinvent e-learning? I asserted that

ADDIE emerged from the principles of project management, and resembles the philosophy and practice to this discipline's methodology more than a pedagogy. Treating learning like a project leads to "training outcomes" equivalent to project deliverables.

In my view this is no bad thing: the reality is that Learning & Development is a pragmatic discipline, tasked with facilitating individuals in their endeavors to learn, educators would be poorly served if the theoretical, methodological, and pedagogical epistemologies of the domain did not at least tacitly acknowledge the practical challenges associated with implementing learning programs.

Barbara Seels and Zita Glasgow's Model (see Figure 1) reflect this assertion; they situate their understanding of ISD and their model on the thesis that design occurs in the context of project management (p. 177).

Figure 1. The Seels and Glasgow Model
[Click to enlarge]

Their model is distributed across the three phases of project management:

1. Needs Analysis Management
2. Instructional Design Management
3. Implementation Management

This distribution allows a learning program (or project) to be planned, resourced, and managed much as any other project in an organization is arranged.

In this model, the first phase (Needs Analysis) includes the establishment of the instructional goals, requirements, and context for the courseware. Next, the Instructional Design phase begins when Needs Analysis is completed: this second phase consists of six activities:

1. task analysis
2. instructional analysis
3. objectives and tests
4. formative evaluation
5. materials development
6. instructional strategy and delivery systems

- all of which are linked via feedback and interaction communications channels. In Phase Three of the model (Implementation and Evaluation) the development and production of materials, training delivery, and summative evaluation are undertaken.

As is usual in a systems-based approach to ID, the phases in this model can are typically applied in a linear fashion, but they are often applied iteratively. As Gustafson and Branch highlight, the steps in the instructional design phase are interdependent and concurrent, and multiple iterations of this process may occur during this part of the development lifecycle (2001, p.43).

In this sense - and reflecting on my ADDIE/PM remarks, we can say that this is a product-oriented approach to content development. According to Chen

Developing an instructional project involves skill sets ranging from project management and interface design to sound preparation and programming...Design teams represent various fields of expertise (producers, instructors, editors, etc.).

(2007 pp.2-3)

Managing potentially large teams and and hundreds (if not thousands) of media assets needs substantial resources and commitment, and requires strong project management to stay on time and budget at the appropriate quality of outputs. To support this objective, Seels and Glasgow focus on the importance of well-designed materials, the need to identify and understand communication patterns within organizations, develop strategies for diffusion of innovations, and the importance of supporting learners.

Interestingly, Seels and Glasgow also include the concept of diffusion of innovations in their model:

The strategies that lead to diffusion are most effective if used during all the phases of a project.

(1998, p. 178)

They consider that when their model is applied ,the phases are generally linear in nature but

it is not necessary to complete a step before proceeding, and the order can be changed so that steps can be performed concurrently.

(1998, p 179)

We can say that this model successfully aligns to the systems philosophy epitomized in ADDIE quite will, while acknowledging the needs and limitations of the practical application of instructional design. Much like 3PD, formative evaluation via a feedback mechanism (multiple iterations rather than recursion) is a distinguishing (but not unique) characteristic of Seels and Glasgow's approach.

Next time: What have we learned? The implications of Instructional Systems Design for E-Learning
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References:

Chen, I. (2007) Instructional Design Methodologies. In: Kidd, T. & Song, H. (Eds.). Handbook of Research on Instructional Systems and Technology. IGI Global

Seels, B. & Glasgow, Z. (1990). Exercises in instructional Technology. Columbus OH: Merrill Publishing Co.

Seels, B., & Glasgow, Z. (1998). Making Instructional Design Decisions. (2nd ed.) Upper Saddle River, NJ: Merrill.

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Gagne and the Events of Instruction: Discovering Instructional Design 19

In yesterday's post, I looked at the ASSURE instructional design model, which was originally developed by Heinich et al in the 1990's, and is now popularly and widely-used in both classroom and e-learning environments.

Given the ASSURE Model's constructivist epistemology and successful implementation in early 21st Century educational contexts, you may be surprised to learn that the ASSURE methodology has it's roots very firmly located the venerable, behaviorist-influenced (and occasionally criticized) Events of Instruction, devised by Robert M. Gagne.*

Now read on…

According to Kevin Kruse (2006)

Robert Gagne is considered to be the foremost researcher and contributor to the systematic approach to instructional design and training. Gagne and his followers ...focus [...] on the outcomes - or behaviors - that result from training.

I would assert that familiarity with Gagne’s work, and educators’ drive to continually investigate the New have perhaps led to a certain disregard (in some quarters) for the substantial contribution Gagne made to our discipline. For example, to characterize Gagne as a Behaviorist is, in my view, to underestimate the sophistication of his theories, the elegance of his models, and the relevance of his work today. Indeed, Walter Wager (2004) states that

Gagne didn't feel that the behaviorist theories were adequate to explain human learning. Rather, Gagne should be considered one of the early cognitive psychologists.

(p.296)

As I have previously indicated, his work still influences theorists and learning practitioners today. During his career, Gagne primarily concerned himself with understanding "the process of learning" (1972, p.1). In his life, he was central to the development of five instructional theories:

1. the five domains of learning
2. events of instruction
3. conditions of learning
4. role of the media
5. integrated goal theory (Wager, 2004)

Gagne's text The Conditions of Learning (first published in 1965) attempted to identify and describe the cognitive processes that occur in learning: the eponymous ‘conditions of learning.’ His philosophy was influenced by the concepts of cognitive mapping, as well as the information processing interpretation of the events that occur when (adult) learners are presented with various stimuli. In The Conditions of Learning, Gagne argued that that internal and external conditions of learning must be created to stimulate the desired learning response.

To understand the sequence of activities needed to support learning, Gagne suggested that tasks for

acquiring the intellectual skills needed should be organized according to complexity.

(Hriko, 2008, p.353)

He argued that information underwent a series of internal processes before being stored in long-term memory; he developed a nine-step process called the Events of Instruction to represent the manifestation of the external factors that influenced the acts associated with the process, which "correlate to and address the conditions of learning" (Hriko, 2008 p.353). Table 1 shows these instructional events in the left column and describes the associated mental processes in the right column.

Table 1. Nine Events of Instruction (after Gagne, 2004)

Instructional Event	Internal Mental Process
1. Gain attention	Stimuli activates brain's receptors
2. Inform learners of objectives	Creates level of expectation for learning
3. Stimulate recall of prior learning	Retrieval and activation of short-term memory
4. Present the content	Selective perception of content
5. Provide "learning guidance"	Semantic encoding for storage long-term memory
6. Elicit performance (practice)	Responds to questions to enhance encoding and verification
7. Provide feedback	Reinforcement and assessment of correct performance
8. Assess performance	Retrieval and reinforcement of content as final evaluation
9. Enhance retention and transfer to the job	Retrieval and generalization of learned skill to new situation

More…

* Yes, his name is Robert Gagné (with an acute aigu ), but English speakers typically don’t enter accents into Google, and I’m nothing if not pragmatic…
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References:

Gagne, R. M., (1972). Domains of learning. Interchange 3(1),pp.1-8.

Gagne, R. M., Wager, W. W., Golas, K. and Keller, J.M. (2004). Principles of Instructional Design (5th.Ed.). Wadsworth Publishing Co Inc.

Kruse, K. (2006). Gagne’s Nine Events of Instruction: An Introduction. E-Learning Guru. Internet: Available from: http://www.e-learningguru.com/articles/art3_3.htm Accessed 12 June 2009

Hriko, M. (2008) Gagne's Nine Events of Instruction. In: Tomei, L.A., Morris, R. (Eds.), Encyclopedia of Information Technology Curriculum Integration. Information Science Reference

Wager, W. (2004) Robert M. Gagne. In: Kovalchick, A., and Dawson, K. (Eds.), Education & Technology: An Encyclopedia. Santa Barbara, CA: ABC-CLIO

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ASSURE Model: Discovering Instructional Design 18

As we saw when we investigated the Three-Phase Design Model, a number of stakeholders including subject matter experts, educationalists, and technical experts need to work together to design and develop learning programs and educational courseware.

The ASSURE Model is a constructivist approach to training design developed by Robert Heinich and Michael Molenda of Indiana University and James D. Russell of Purdue University in the 1990's.

ASSURE is an acronym derived from the key verb descriptor of the tasks associated with the approach. As such, the model proposes a six-step guide for planning and delivering instruction; while not specifically designed for e-learning, in practice it the methodology seems to align to the requirements of designing courseware for that modality.

The steps (or tasks) are described in detail in Table 1:

Table 1 ASSURE Model components (after Human Resource Development website)

A	Analyze Learners	Prerequisite skills or knowledge What courses are taken prior to this one? What knowledge is assumed? Learning Styles of the students - This model emphasizes teaching for different learning styles. Motivations - Why is the learner taking the course?
S	State Objectives	Statements describing what the learner will do as a result of instruction. Things to keep in mind as you write your objectives are: Focus on the learner, not the teacher Use behaviors that reflect real world concerns Objectives are descriptions of the learning outcomes and are written using the ABCD format. Audience: Who is the audience? Specifies the learner(s) for whom the objective is intended. Behavior: What do you want them to do? The behavior or capability needs to be demonstrated as learner performance, an observable, measurable behavior, or a real-world skill. Use an action verb from the helpful verbs list if you have difficulty doing this. Condition: Under what circumstances or conditions are the learners to demonstrate the skill being taught? Be sure to include equipment, tools, aids, or references the learner may or may not use, and/or special environmental conditions in which the learner has to perform. Degree: How well do you want them to demonstrate their mastery? Degree to which the new skill must be mastered or the criterion for acceptable performance (include time limit, range of accuracy, proportion of correct responses required, and/or qualitative standards.)
S	Select Methods, Media and Materials	You need to decide what method you will primarily use to support the learning objectives: for example: lectures, online collaboration, group work, a field trip, etc. What media you will use: photos, multimedia, video? Are you using store bought materials, getting an outside resource to provide materials, modifying something you already have, or develop something from scratch? Selection Criteria: Media Selection - Media should be selected on the basis of student need. - We must consider the total learning situation. - Should follow learning objectives. - Must be appropriate for the teaching format. - Should be consistent with the students' capabilities and learning styles. - Should be chosen objectively. - Should be selected in order to best meet the learning outcomes. - No single medium is the total solution. - Does it match the curriculum? - Is it accurate and current? - Does it contain clear and concise language? - Will it motivate and maintain interest? - Does it provide for learner participation? - Is it of good technical quality? - Is there evidence of its effectiveness (e.g., field-test results)? - Is it free from objectionable bias and advertising - Is a user guide or other documentation included?
U	Utilize Media and Materials	Plan how you are going to implement your media and materials. For each media type and/or materials listed in the Select step, describe in detail how you intend to implement them into your lesson to help your learners meet the lesson's objective. Do this for each item. In order to utilize materials correctly there are several steps to creating good student-centered instruction. 1. Preview the material- Never use anything in class you have not verified and validated. 2. Prepare the material- Make sure you have everything you need and that it all works. 3. Prepare the environment- Set up the classroom so that whatever you’re doing will work in the space you have. 4. Prepare the learners- Give the students an overview, explain how they can take this information and use it and how they will be evaluated up front. 5. Provide the learning experience- Teaching is simply high theatre. Showmanship is part of the facilitator's job. Teaching and learning should be an experience not an ordeal.
R	Require Learner Participation	Describe how you are going to get each learner "actively and individually involved in the lesson. Ex: games, group work, presentations, etc. All activities should provide opportunities to manipulate the information and allow time for practice during the demonstration of the skill.
E	Evaluate and Revise	Describe how you will evaluate and measure whether or not the lesson objectives were met. Were the media and the instruction effective? Evaluate student performance: How will you determine whether or not they met the lesson's objective? The evaluation should match the objective. Some objectives can be adequately assessed with a pen and paper test. If the objectives call for demonstrating a process, creating a product, or developing an attitude, the evaluation will frequently require observing the behavior in action. Evaluate media components: How will you determine the media effectiveness? Evaluate instructor performance: How will you determine whether or not your own performance as instructor/facilitator was effective?

While the learner's needs, the instructional goals, and the availability or desirability of particular media are the drivers for the design and development, Gunter and Baumbach (Education and Technology: An Encyclopedia, 2003) state that

The instructional goals should be the focus, not the goal. When integrating technology, it should always be viewed as a tool that assists... the learning needs of the student. The teacher becomes a mentor and colearner, who is actively engaged in enabling students to access, analyze, apply, and create information electronically.

(pp.193-194)

More…

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References:

Gunter, G. & Baumbach, D. (2004). Curriculum Integration. In: Education and Technology: An Encyclopedia. (Kovalchick, A. & Dawson, K. Eds). ABC-CLIO; illustrated edition

Heinich, R., Molenda, M., Russell, J., & Smaldino, S. (2002). Instructional Media and Technologies for Learning (7th Ed.). New Jersey: Merrill Prentice Hall.

Human Resource Development [Internet] Available from: http://itchybon1.tripod.com/hrd/id15.html Accessed 10th June 2009

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Learning - the Zeigarnik effect

Here's an unusual but potentially very useful instructional strategy, one that takes advantage of peoples' need for resolution or for closure. The Zeigarnik effect states that people remember uncompleted or interrupted tasks better than completed ones.

Russian psychologies Bluma Zeigarnik first studied the phenomenon in the late 1920's after her professor, Gestalt psychologist Kurt Lewin, noticed that waiters remembered orders only as long as the order was in the process of being served.

Research indicates that:

1. the Zeigarnik effect is likely to appear if the subject is "ego-involved" in the task to some extent (such as in a learning activity)
2. the effect is more likely to appear if the task doesn't seem to be part of the training plan
3. the effect is most likely to appear if the subject has set a genuine level of aspiration in the interrupted task

Musicians intuitively use this effect when writing musical 'hooks,' or for concluding pieces of music. By using a "suspended" chord, where the third has been displaced by either of its dissonant neighbouring notes, forming intervals of a major second or (more commonly) a perfect fourth with the root. The resulting unexpected dissonance is then satisfyingly resolved by introducing the displaced note.

This can be heard to great effect in the main musical theme of Pinball Wizard by The Who (which transitions from a F#sus4 to a F#maj), or more sophisticatedly, as a plagal or "Amen" cadence in the final phrase of The Beatles' She's Leaving Home, or the coda (with typically Baroque flourishes) of Bach's Canon alla Decima, Contrapuncto alla Terza.

In Gestalt psychology, the Zeigarnik effect has been used to demonstrate the general presence of Gestalt phenomena: not just appearing as perceptual effects, but also present in cognition.

The implication of this is that learners who wish to remember material better should take breaks in unrelated fields or games before completing exercises.

... so the next time you see me playing Civilization 4 when I'm supposed to be writing that white paper, I'm learning.

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Informal learning in action: Rapping about Web design coding on YouTube

A programmer friend of mine sent me a link to the YouTube video below. In it, the presenter Charles Lewis who goes by the nom de rap The Poetic Prophet (AKA The SEO Rapper) raps about the fundamentals of design coding for HTML websites and coding for search engine optimization.

You have to be impressed by a guy who can

• Rhyme about web standards
• Align with most of Gagne's Events of Instruction

Very informal, highly informative learning. I think it's fantastic.



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Non-formal learning in action: Information Sessions

As discussed in my last blog entry, learner intention - specifically deliberative learning (where the worker schedules time to learn) is a key definer of non-formal learning. As such, the development of an educationally sound theoretical framework, pedagogical approach and instructional design process (are essential in create a learning environment (both synchronous and asynchronous) conducive to the requirements of knowledge workers. At the same time, the content model must make effective use of available technologies, with the express purpose of countering the effects of cognitive overload (learners had consistently remarked on an imbalance of text to other media types – occasionally too much, but also, interestingly, in some instances not enough text on-screen to elucidate the topic, with the presenter “talking to, or around” the content where textual reinforcement would have assisted the participants understand the concepts being discussed (see Table 1).

I have developed the Information Sessions according to well-established learner-centric instructional principles. Specifically, they use a Constructivist theoretical model and a fusion of the ARCS Model and a Systems Design approach to the instructional design of content. A modality of Gagné’s Assumption is used as the basis for the Information Session structure, and the actual presentation format adheres to Gagné’s Events of Instruction (1-5, 7). Content is developed according Rapid eLearning principles. Information Session presenters are guided by the production team through the content creation process.

Table 1 Information Sessions High-level Typology

Function	Approach
Theoretical Framework	Social-Constructivist Model
High level ISD Process	ADDIE & RIO/RLO Model
Strategy	Based on Blooms Taxonomy of Educational Objectives
Structure	Based on Gagné’s Conditions of Learning
Content	Uses a multimedia mix of text, slides, images, animation, Flash and video demonstrations
Delivery	The events are hosted as live Subject Matter Expert (SME)-led events, presented in the following format
Synchronous	Asynchronous
Live audience at Information Session location	On-demand post live event
Synchronously streamed on the web	DVD-ROMs available to KWs. Each DVD-ROM contains one series of 10±2 Information Sessions

An important aspect of Information Sessions is the simultaneous use of face-to-face presentation with synchronous Web delivery, as well as post-event asynchronous distribution of content via the Web and on DVD-ROM, ensuring the widest-possible distribution of content and ensuring just-in-time access to knowledge and domain expertise across an organisation.

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