Wieloraka analiza czynnikowa w wizerunkowych badaniach jakościowych
The Multiple Factor Analysis in Image Qualitative Research

Summary/Abstract: The article is devoted to the applications of multiple factor analysis (MFA) to assess the evaluation of the city image in qualitative research. MFA belongs to the family of hybrid methods combining quantitative analysis of data based on a small number of expert interviews. Qualitative research was conducted among representatives of experts playing the social roles of native inhabitant, scientist, politician, tourist, administration official and businesswoman. The research was undertaken on cities that serve as scientific, cultural, administrative, business and technology, tourism and entertainment “capitals” of Poland.

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