Skip to main content
Qing Liu

Qing Liu

Associate Professor | Marketing
UW Foundation Chairman Orr - Bascom Professor
4192 Grainger Hall

About Qing

Qing Liu is the UW Foundation Chairman Orr – Bascom Professor and 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.

Qing is the recipient of the Gaumnitz Distinguished Faculty Teaching Award in Wisconsin School of Business in 2022. She has taught Data Visualization for Business Analytics for the MSBA and MBA/Professional MBA programs, and Marketing Research for both Undergraduate and graduate students.

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

Zhang, Q. & Chien, P. & Liu, Q. & Xu, L. & Hong, Y. (2021). Mixed-input Gaussian process emulators for computer experiments with a large number of categorical levels Journal of Quality Technology

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

Chandukala, S. & Dotson, J. & Liu, Q. (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

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

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

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

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

Undergraduate Courses

Marketing Research (MKT 310), Fall 2021.
Systematic and objective search for and analysis of information relevant to the identification and solution of problems in marketing.

Graduate Courses

Data Visualization for Business Analytics (BUS 720), Fall 2021.
Introduce students to principles of data visualization and provide hands-on experience using data visualization tools and techniques for business applications. Develop proficiency in current visualization software tools, and leverage these tools for data exploration, insight into decision-making, and data presentation.

Marketing Research (MKT 710), Fall 2021.
An overview of the marketing research process from a methodological perspective. Topics: Research design, data collection procedures, sampling and data analysis.

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 Retailing – Since June 2022
Editorial Board Member

Quantitative Marketing and Economics – Since February 2021
Associate Editor

Annals of Applied Statistics – Since January 2021
Ad Hoc Reviewer

Information Systems Journal – Since September 2020
Ad Hoc Reviewer

Management Science – Since January 2017
Ad Hoc Reviewer

Marketing Letters – Since January 2017
Ad Hoc Reviewer

Journal of Marketing Research – Since January 2017
Ad Hoc Reviewer

Journal of Marketing – Since January 2016
Ad Hoc Reviewer

Journal of Business Research – 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

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

Communications in Statistics: Theory and Methods – Since March 2007
Ad Hoc Reviewer

Marketing Science – Since January 2007
Ad Hoc Reviewer

Meet More Marketing Faculty

Remi Daviet

Remi Daviet

Assistant Professor
Dhavan Shah

Dhavan Shah

Moses Altsech

Moses Altsech

Teaching Professor
Verda Blythe

Verda Blythe

Director of Assessment
Previous faculty
Next faculty