Areas of Expertise

Marketing

  • Advertising
  • Applied Bayesian Modeling in Marketing
  • E-commerce
  • Quantitative Marketing

Education

  • Ph.D., University of Maryland
  • M.S., University of Illinois, Urbana Champaign
  • B.S., Renmin University of China

Publications

 

Hongshuang (Alice) Li, Sanjay Jain, and P.K. Kannan, “Optimal Design of Content Samples for Digital Products and Services,” conditionally accepted at Journal of Marketing Research.

P.K. Kannan and Hongshuang (Alice) Li (2017), “Digital Marketing: A Framework, Review and Research Agenda,” International Journal of Research in Marketing, 34 (1): 22-45.

Michel Wedel, Jin Yan, Eliot L. Siegel, and Hongshuang (Alice) Li (2016), “Nodule Detection in Chest X-Rays with Eye Movements,” Journal of Behavioral Decision Making, 29 (2-3): 254–270. 

Hongshuang (Alice) Li, P.K. Kannan, Siva Viswanathan and Abhishek Pani (2016), “Attribution Strategies and Return on Keyword Investment in Paid Search Advertising,” Marketing Science, 35(6), 831-848.

Hongshuang (Alice) Li and P.K. Kannan (2014), “Attributing Conversions in Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment,” Journal of Marketing Research, 51 (1), 40–56.

Courses

  • BUSML 4202 - Marketing Research

    Course examines the role of marketing research in the formulation and solution of marketing problems. Emphasis is placed on problem formulation, research design, data collection methods (instruments, sampling, operations) and analysis techniques. Prereq: 3250 (650), and AcctMIS 2200 (211) , 2300 (212), and BusMGT 2320 (330), 2321 (331); and BusMHR 2291 or 2292 (BusADM 499.01). Not open to students with credit for 758.