Associate Professor | Marketing
4192 Grainger Hall
(608) 263-9298


Qing Liu is an associate professor in Department of Marketing at Wisconsin School of Business. Her research focuses on the development of statistical theories and methods for the study of marketing problems that are of practical relevance. Her research interests include consumer choice, experimental design, conjoint analysis, Bayesian statistics and big data analytics.

Qing's research has been published in journals such as Marketing Science, Journal of Marketing Research, Journal of Marketing, Quantitative Marketing and Economics, and Statistica Sinica. She has also been the recipient of numerous awards, including the Best Paper Award for the AMA ART Forum in 2010, and the Junior Researcher Awards for Design and Analysis of Experiments in 2012, 2009, and 2007.

Prior to her academic career, Qing worked at JPMorgan Chase as a vice president in risk and knowledge management. She also worked at Cendant Corporation as a manager in database marketing, and at Capital One as a senior statistician manager in marketing and analysis.

Qing received her Ph.D. and M.S. in statistics with a minor in marketing from The Ohio State University, and her B.S. from the University of Science and Technology of China.


Selected Published Journal Articles

Chen, Y. & Liu, Q. & Qian, P. & Qi, Y. (2018). Sequential Sampling Enhanced Composite Likelihood Approach to Estimation of Social Intercorrelations in Large-scale Networks Quantitative Marketing and Economics

Liu, Q. & Chandukala, S. & Dotson, J. (2017). An Assessment of When, Where and Under What Conditions In-Store Sampling is Most Effective Journal of Retailing

Henderson, T. & Liu, Q. (2017). Efficient Design and Analysis for a Selective Choice Process Journal of Marketing Research

Mallapragada, G. & Chandukala, S. & Liu, Q. (2016). Exploring the Effects of What (Product) and Where (Website) Characteristics on Online Shopping Behavior Journal of Marketing

Xu, X. & Qian, P. & Liu, Q. (2016). Samurai Sudoku-Based Space-Filling Designs for Data Pooling The American Statistician

Liu, Q. & Tang, E. (2015). Construction of Efficient Heterogeneous Choice Designs: A New Approach Marketing Science

Chandukala, S. & Dotson, J. & Liu, Q. & Conrady, S. (2014). Exploring the Relationship Between Online Search and Offline Sales for Better "Nowcasting" Customer Needs and Solutions

Liu, Q. & Dean, A. & Allenby, G. (2012). Bayesian Designs for Hierarchical Linear Models Statistica Sinica

Arora, N. & Henderson, T. & Liu, Q. (2011). Non-compensatory Dyadic Choices Marketing Science

Liu, Q. & Arora, N. (2011). Efficient Choice Designs for a Consider-Then-Choose Model Marketing Science

Liu, Q. & Dean, A. & Bakken, D. & Allenby, G. (2009). Studying the Level-Effect in Conjoint Analysis: An Application of Efficient Experimental Designs for Hyper-parameter Estimation Quantitative Marketing and Economics

Liu, Q. & Dean, A. & Allenby, G. (2007). Design for Hyperparameter Estimation in Linear Models Journal of Statistical Theory and Practice

Liu, Q. & Otter, T. & Allenby, G. (2007). Investigating Endogeneity Bias in Marketing Marketing Science


Learning/Teaching Oriented Publications

Liu, Q. (2010). Models for upper levels of a hierarchy Bayesian Analysis in Marketing: A breakthrough in customer analytics

Liu, Q. & Otter, T. & Allenby, G. (2009). Measurement of Self- and Cross-price Effects Handbook on Research on Pricing


Editorial and Reviewing Activities

Journal of Marketing Research - Since January 2017
Ad Hoc Reviewer

Management Science - Since January 2017
Ad Hoc Reviewer

Marketing Letters - Since January 2017
Ad Hoc Reviewer

Journal of Business Research - Since January 2016
Ad Hoc Reviewer

Journal of Interactive Marketing - Since January 2016
Ad Hoc Reviewer

Journal of Marketing - Since January 2016
Ad Hoc Reviewer

Journal of American Statistical Association - Since January 2015
Ad Hoc Reviewer

Journal of Consumer Research - Since January 2014
Ad Hoc Reviewer

Customer Needs and Solutions - Since January 2013
Editorial Board Member

International Journal of Research in Marketing - Since October 2012
Ad Hoc Reviewer

Quantitative Marketing and Economics - Since June 2010
Ad Hoc Reviewer

Journal of Business and Economic Statistics - Since September 2007
Ad Hoc Reviewer

Marketing Science - Since January 2007
Ad Hoc Reviewer