Case Study: Stanford Graduate School of Business achieves faster, error-free survey research and increased publications with Qualtrics

Stanford Graduate School of Business - Customer Case Sudy

Stanford Graduate School of Business researcher Jonathan Levav studies how contextual factors shape consumer judgments and choices, but his lab was hampered by manual, error-prone survey workflows: every condition was a separate Word page, randomization required manual reordering, results had to be reassembled before analysis, branching needed expensive programmers, grad students spent time learning to code, and participant payments were tracked in cash.

By adopting the Qualtrics Research Suite, the team created surveys in as little as 30 minutes without programming, enabled true randomization, collected data from sources like MTurk, exported analysis-ready CSV/SPSS files, and tracked payments digitally. The changes eliminated data-entry and distribution errors, increased productivity and publications, helped fine-tune hypotheses, and drove broader university adoption thanks to competitive pricing.

Stanford Graduate School of Business

Jonathan Levav

Associate Professor of Marketing