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University of Nebraska–Lincoln


Qian  Chen Photo

Qian Chen

Assistant Professor of Marketing
HLH 345
P.O. Box 880492
Lincoln, NE 68588-0492
Qian  Chen Photo
Ph.D., Pennsylvania State University, Business Administration (Quantitative Marketing), 2020

M.Sc., University of Minnesota, Twin Cities, Statistics, and Master in Urban and Regional Planning, 2012

B.A., Peking University, in Economics, B.Sc. in Geographical Science and Remote Sensing, 2009
  • Assistant Professor, 2020
Vita Feb 2022
Summer 2022 Office Hours

Working remotely 


Qian Chen joined the College of Business at The University of Nebraska-Lincoln in 2020. She received her Ph.D. degree in Marketing from Pennsylvania State University - University Park. She holds dual master's degrees in Statistics and Urban Planning from The University of Minnesota - Twin Cities, and dual bachelor's degrees in Economics and Geography from Peking University in China.  Prior to getting her Ph.D., she gained several years of industry experience as a business intelligence specialist and marketing operation manager at a technology company listed in Deloitte Fast 500. 

Research Interests

As an empirical modeler, her research centers on developing new tools and methods to solve real-world marketing problems and enhance marketers’ ability to make data-driven decisions. She is particularly interested in research topics related to market segmentation, targeting, digital marketing, customer relationship management and etc. Methodologically, she is interested in developing scalable techniques related to network analysis, mixture models, causal inference, machine learning, Bayesian Statistics, and Econometrics. 

Refereed Publications

Lee, K., Chen, Q., DeSarbo, W. S., Xue, L. (forthcoming). Estimating Finite Mixtures of Ordinal Graphical Models. Psychometrika.

Wayne S. DeSarbo, Qian Chen, and Ashley Stadler Blank.(2017). A Parametric Constrained Segmentation Methodology for Application in Sport Marketing. Customer Needs and Solutions 4(4): 37-55.

Xinyu Cao, Qian Chen, and Sangho Choo (2013). Geographic Distribution of E-shopping: Application of Structural Equation Models in the Twin Cities of Minnesota. Transportation Research Record: Journal of the Transportation Research Board 2383 (1): 18-26.

Yingling Fan and Qian Chen (2012). Family Functioning as a Mediator between Neighborhood Conditions and Children's Health: Evidence from a National Survey in the United States. Social Science & Medicine 72(12):1939-1947.

Yingling Fan, Kirti V Das, and Qian Chen. (2011). Neighborhood Green, Social Support, Physical Activity, and Stress: Assessing the Cumulative Impact." Health & Place 17(6):1202-1211.

Undergraduate Courses

Marketing Analytics (MRKT 350) - Introduction to analytical methods of marketing analysis for marketing decisions using data-based cases, including choice models, mapping methods, clustering and mixture regression models, conjoint analysis, sales response models, and data visualization. Applications are in the areas of customer value assessment, segmentation, targeting, brand positioning, new product development, and resource allocation.

Teaching Interests
  • Marketing Analytics
  • Marketing Research

Adobe Data Science Research Award. (October 2020).

Ossian R. MacKenzie Teaching Award, Smeal College of Business, Penn State University. (2019)

Haring Symposium Fellow and Presenter. (2019)

Smeal Small Research Grant, Penn State University. (2018 - 2019)

AMA-Sheth Foundation Doctoral Consortium Fellow. (2018)

Jerome E. Scott Memorial Scholarship, Penn State University. (2017).

Quantitative Marketing and Structural Econometrics Workshop. (2017).

INFORMS Marketing Science Doctoral Consortium Fellow. (2016)

Jerome E. Scott Memorial Scholarship, Penn State University. (2016).

Winner, ASA Section on Statistics in Marketing Student Paper Competition. (2016)

Mu Sigma Rho National Statistics Honorary Society. (2016)

John S. Adams Award for Excellence in Transportation Research, University of Minnesota. (2012)

Transportation Research Board Travel Award, University of Minnesota. (2011-2012)

Founder Scholarship, Peking University. (2008).