Hongshuang (Alice) Li

Assistant Professor of Marketing

Marketing & Logistics

Areas of Expertise


  • Retail
  • Services


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


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


  1. Hongshuang (Alice) Li, Sanjay Jain, and P.K. Kannan (2019), “Optimal Design of Free Samples for Digital Products and Services,” Journal of Marketing Research, 56(3): 419–438.
  2. 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.
  3. 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.
  4. 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.
  5. 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.


  • 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.

  • BUSML 7245 - Analytics of Micro Marketing Data

    Focus on the analytics of disaggregate marketing data including appropriate measurement scales and techniques for specific data types. Emphasis on modeling techniques and tools, such as textual analysis, utility-based analysis, and attribution models, to solve marketing problems in corporate setting. Prereq: Enrollment in the SMB-Analytics program, or permission of instructor.