This paper will discuss the methodological aspect and analysis of in-depth interviews conducted upon lecturers of statistics with regards to the teaching of statistics. The main aim of the interviews was to elicit information from the subjects on matters which are related to difficulties in teaching some statistical concepts and factors that contribute towards students ’ difficulties in understanding the concepts. The other aim was to identify the existence of any distinct patterns which may arise from the interview conversations using the elements of qualitative data analysis (QDA) via transcription, content analysis and identifying conversation themes and codes. The approach taken to link the conversation themes and codes was also meant to illustrate the application and investigation of the feasibility of using multidimensional scaling within the qualitative data approach
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