Qiang Liu 劉強

About

Qiang Liu is an Associate Professor of Management at Purdue University’s Daniels School of Business. He studies quantitative marketing in healthcare and the digital economy, using Bayesian methods, structural models, and machine learning. His research examines pharmaceutical marketing, healthcare system, digital platforms, and crowdfunding. He received his Ph.D. in Management from Cornell University, an M.A. in Statistics from University of California, Berkeley, and a B.S. in Information Management and Economics from Peking University. He served as a Scientific Advisor at IQVIA from 2021 – 2023.

Blog

Peer Reviewed Journal Publications

1. Chu, Y., Liu, H., Li, X. and Liu, Q. (2026). “Alleles of State Dependence on Digital Platforms: A Dynamic Path to Purchase with Variety Seeking and Inertia (forthcoming).” MIS Quarterly
2. Shin, S., Liu, Q. (co-first author), Lu, S., and Nelson, P. (2026). “Incorporating Switching Reasons into A Factor-Analytic Choice Model: A Study on Benefit Segmentation of Physicians.” Quantitative Marketing and Economics Vol 24, 4 | Related Website |
3. Cai, Y., Liu, Q., Wang, Y., Zhang, F. (Equal Contribution) (2025). “Predicting Rare Events in Markets with Relational Data.” Quantitative Marketing and Economics vol. 23 545-588. | Related Website |
4. Cai, Y., Liu, Y., and Liu, Q. (2025). “Social Determinants of Health and 30-Day Readmission for Heart Failure Patients in U.S. Hospitals: Evidence from ICD-10 Z-Code Data.” Healthcare vol. 13 (17), 2102. | Related Website |
5. Zhou, C., Gill, M., Liu, Q. (2022). “Empowering Education with Crowdfunding: Empirical Evidence from California Public Schools.” Journal of Marketing Research vol. 59 (1), 97–117. | Related Website |
6. Liu, Q., Liu, X., Balachander, S. (2021). “Crowdfunding Project Design: Product Menu and Funding Target.” Production and Operations Management vol. 30 (10), 3800-3811. | Related Website |
7. Liu, Q., Liu, H. & Kalwani, M. (2020). ““See Your Doctor”: The Impact of Direct-to-Consumer Advertising on Patients with Different Affliction Levels.” Marketing Letters vol. 31 (1), 37-48. | Related Website |
8. Pareek, B., Liu, Q., Ghosh, P. (2019). “Ask Your Doctor if This Product is Right for You: A Bayesian Joint Model for Patient Drug Requests and Physician Prescriptions.” Journal of the Royal Statistical Society Series A vol. 182 (1), 197-223. | Related Website |
9. Ching, A., Hermosilla, M., Liu, Q. (2019). “Structural Models of the Prescription Drug Market.” Foundations and Trends in Marketing vol. 13 (1), 1-76. | Related Website |
10. Liu, H., Liu, Q., Chintagunta, P. (2017). “Promotion Spillovers: Drug Detailing in Combination Therapy.” Marketing Science vol. 36 (3), 382-401. | Related Website |
11. Liu, Q., Gupta, S., Venkataraman, S., Liu, H. (2016). “An Empirical Model of Drug Detailing: Dynamic Competition and Policy Implications.” Management Science vol. 62 (8), 2321 – 2340. | Related Website |
12. Liu, Q., Steenburgh, T. J., Gupta, S. (2015). “The Cross Attributes Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments.” Marketing Science vol. 34 (1), 144-159. | Related Website |
13. Liu, Q. & Gupta, S. (2012). “A Micro-level Diffusion Model for New Drug Adoption.” Joural of Product Innovation Management vol. 29 (3), 372 – 384. | Related Website |
14. Liu, Q. & Gupta, S. (2011). “Understanding the Impact of Direct-to-Consumer Advertising on Patients’ Behavior and the Public Policy Implication.” International Journal of Research in Marketing vol. 28 (3), 205-217. | Related Website |

Book Chapters

1. Liu, Q., Yu, S., Wen, S., Cai, Y. (forthcoming). “Pharmaceutical Pricing,” in Handbook of Pricing Research in Marketing, edited by Rao, Vithala and Sudhir, K. | Working Paper Version | Related Website |
2. Liu, Q., & Gupta, S. (2013). Direct-to-consumer advertising of pharmaceuticals: an integrative review. Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research, and Policies, 629-649. | Related Website |