University Opinion Measurement Centers: Scientific Neutrality in the Face of Political and Commercial Marketing

Abstract

This study investigates the role of university-based opinion poll centers in analyzing public opinion and their relationship with governmental bodies. Using a qualitative research design, semi-structured interviews were conducted with seven professors from leading Jordanian universities, selected based on their expertise in public policy, social research, and media studies. A thematic analysis approach was applied to extract patterns in the responses, categorizing themes such as institutional challenges, funding constraints, and political influences on data neutrality. The findings indicate that while these centers hold significant potential in shaping policy discourse, they face structural limitations including inadequate governmental support, limited financial resources, and challenges in sustaining academic independence. The study concludes that greater collaboration between universities and international research bodies is essential to strengthening the credibility and impact of opinion polling centers in the Arab world.