schedule their physical activity goals for the week, month and year. The site was designed such that the user could mark off daily when they had been physically active and/or reduced time spent sitting. At the end of the week, the computer program was designed to determine whether the user achieved their physical activity goals and it provided tailored feedback for the user based on actual physical activity levels. There was also an online forum in which it was proposed users could chat with other women and share any tips and advice they have for becoming physically active and reducing sitting time. Measures The qualitative questionnaire included questions which re- quired participants to provide written feedback on their views of the potential effectiveness and feasibility of two proposed in- tervention strategies provided in the survey pack. Furthermore, the qualitative questionnaire for women included self-report measures of socio-demographic characteristics (age, marital status, children living at home, education, employment status, and country of birth), physical activity, and sedentary behavior. Physical activity and sedentary behavior. Women’s leisure-time physical activity was measured for descriptive purposes only, using items from the International Physical Activity Questionnaire (IPAQ-L), a validated measure involving a seven- day recall of physical activity behaviors [31]. The reliability of the IPAQ-L has been tested and has comparable validity to most other established self-reported physical activity methods [31,32]. Four measures of sedentary behaviors involving a seven-day recall were also included in the qualitative questionnaire for descriptive purposes only: overall time spent sitting at work, overall time spent sitting during leisure-time [31], time spent sitting watching television [33] and time spent sitting at a computer [33]. Perceived feasibility of intervention strategies. The perceived feasibility of the two potential intervention strategies was assessed through a series of short-answer, open-ended questions. Questions included: ‘‘What do you like about the information booklet?’’, ‘‘What don’t you like about the in- formation booklet?’’, ‘‘What other information do you think would be useful in motivating you to be more active?’’, ‘‘What other information do you think would be useful in motivating you to sit less?’’, ‘‘In what way would the information be best delivered?’’ and ‘‘Which strategy do you think would be more likely to result in an increase in physical activity and a reduction in daily sitting time, and why?’’ Key stakeholders were provided with the same questions in regards to their perspectives about what they felt would be most feasible for women in their community. Data Analysis Data were analyzed using a thematic data analysis method adapted from Braun & Clarke [34]. After repeated reading of all short-answer responses, hand-coding of the qualitative question- naires was conducted by creating and assigning descriptive labels to parts of the text. Following this, the qualitative data analysis program NVivo was used to organise data and facilitate the creation of categories and sub-categories and identify relevant quotes. For this study, the NVivo coding structure created was relatively simple. For each question, categories were created for each participant group (i.e. women versus key stakeholders) through the grouping of codes (sub-categories) that shared similar content about each strategy. Key themes were then identified. Furthermore, for those questions on ‘which approach you would prefer?’, simple counts were taken and tallied. In order to test the comparability of the interpretation of the data and ensure results were not subject to researcher bias, researcher triangulation was Promoting Physical Activity in Disadvantaged Women employed [35] whereby all qualitative questionnaires were coded by one author then a random subset of four questionnaires was independently cross-coded by a second author and third author. No discrepancies in coding or interpretation were observed. Written quotes were selected to illustrate key themes and are presented with the participant’s age and assigned pseudonym. Results The final sample consisted of 37 women and five key stakeholders. The mean age of participants was 50 years. Two- thirds of the sample were in a married or defacto (i.e. living with their partner) relationship (65%) and 40% of women had children living at home. Just over half of the women were employed part- time or full-time with just under one-quarter of women retired (22%). About 10% reported a low level of education (had not completed secondary education), 38% a medium level (completed year 12 and/or vocational training), and half had a university degree (51%). All five key stakeholders were women who worked in managerial roles representing local government, a neighbor- hood/community house, a local gym, a specialised personal training business, and a community health centre. Of the physical activity undertaken in leisure-time, women spent on average 2.75 hours walking in the last 7 days and 1.75 hours in other moderate and vigorous-intensity physical activity in the previous week. Participants reported approximately 31 hours in the previous week sitting during leisure-time (,4.5 hr/day). Information Booklet: What Women Liked On balance, most women and key stakeholders were impressed with the booklet and suggested that it was something that they would be using for future reference. ‘‘Can I please be subscribed to it!’’ (Erin, 21) Informative. Nearly every woman mentioned that they liked the level of detailed information included in the booklet. However, the type of information seen as most important varied for women. Some mentioned liking the inclusion of prices, times and contact information for clubs and facilities, while others mentioned that they liked that it exposed them to a variety of activities that they were unaware of. ‘‘It is a comprehensive booklet giving advice on ways to keep fit as well as giving details of lots of activities to get involved in’’ (Wilma, 63) It was apparent that women appreciated that all the information was sourced for them, saving them time and effort when preparing to be physically active. ‘‘I think it is a great way to see everything that is out there for women of all ages and abilities without having to do the searching’’ (Fiona, 56) Local relevance. It was evident that women living in the selected neighborhood felt that they had previously received little attention in regards to being provided local health and physical activity information. Several women mentioned appreciating how locally relevant the information in the booklet was. ‘‘Having just moved to Neighborhood X I loved the book. I just didn’t realise there was that much to do’’ (Katrina, 56) PLOS ONE | www.plosone.org 3 November 2012 | Volume 7 | Issue 11 | e49583