Quiz Results Revealed!

The IS6621 quiz results are in!

And it’s safe to say, no one in IS6621 is smarter than Professor Kane (including myself considering I designed a quiz that only two people passed) … Whoops!

Results Summary:

22 Participants

Average Score: 36.5% … Ouch

Highest Score: 11/15 = 73%

  • IP Address: → @geraldckane is this you?

Hardest Questions: #3 & #5

The most challenging questions turned out to be #3 (What percent of digitally maturing companies attract new talent through use of digital?) and #12 (The average employee spends how many hours per week on email). While this may seem like evidence that few people actually completed the MIT Sloan readings, in reality, I suspect this is due to the specificity of these statistics.

Easiest Questions: #6 & #11

Not surprisingly, the easiest questions ended up being #6 (Tweets with ____ than 100 characters get 17% more engagement) & #11 (As of November 2016, 57% of LinkedIn users were: Female vs. Male) — both of which had only two answers to choose from. In terms of #6, the majority of people in IS6621 recognized that short-and-sweet engages people best — and could be a strong argument in favor of Twitter’s character limit.

Key Takeaways

  • One of the greatest surprises for participants was that the fastest growing age demographic on Twitter is 55-64 (Question #14).
  • Others were shocked to find that digital connectivity exceeds oral hygiene on the list of global priorities (See question #9). 
  • One not so surprising question for participants was that YouTube reaches more people between the ages of 18-34 than any cable network. Sounds like our class might be majority cord-cutting.
  • Participants undervalued the monetary value of Snapchat geo filters (As seen in Question #5). Maybe we should take a poll for Snapchat Spectacles?
  • The quiz is flawed. With only two people eclipsing the 65% passing grade, I would definitely redesign it in the future to test more of the digital strategy concepts we’ve discussed in class rather than industry stats.

I’ve included the complete quiz results below in case you want to check out a particular question, and also to give you a sense of what it looks like on the back-end if you were to create your own WordPress Polldaddy.

Complete Results:

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Thanks to everyone who participated! Hope you walk away with new SM tidbits to throw into your back pocket next time you are shooting the breeze with Evan Spiegel.










  1. Yes, I do think the (relatively narrow) specificity of the questions was perhaps the flaw of the quiz. For example, on Q3 the actual number isn’t as important as the sentiment – i.e. it doesn’t really matter if it’s 67% or 71% as it is around 2/3. Don’t worry, though, professors struggle with these very same things when making tests! I also suspect some of the data might be a bit dated. A bunch of the stats are from Qualman’s book/ video (i.e the toothbrush stat, Twitter age, and the LinkedIn / minute), which is now several years out of date. It just underscores the challenges of studying this moving target called digital business. BUT don’t let these critiques obscure the fact that you did a really creative blogpost that got people talking. Regardless of the specifics, that’s the purpose of the blogposts and on that note your post is a definite home run! Good work! I have no doubt this trait is a key reason FB wants you.

  2. Danni Bianco · ·

    Awesome follow up to an incredible first post! I really like how you segmented the easiest & hardest questions, though they definitely surprised me: the 2 ‘hardest’ questions are definitely ones I specifically remember reading for class, whereas I didn’t even remember talking about some of the other questions. I still got them wrong, too, though, so I guess I can’t say much. I also really liked your outline of key takeaways and the way you connected them back to class–you definitely showed intuition in being able to link reasons as to why students may have gotten some questions wrong/right (the Youtube question reasoning, specifically, was a really great insight). Great job!!

  3. alexisteixeiraa · ·

    I have loved following the progression of these posts. The idea and implementation of the first quiz was brilliant and I have loved this post evaluation. Really great breakdown and well-developed commentary. While you say the quiz is flawed, it was more trivia than a test of pure knowledge; however, it is still surprising we did so poorly. I was particularly surprised we did as poorly with the twitter question. That came as no surprise to me as I know my mom is more likely to go on twitter than any other form of social media because it is basically a cooler/more interactive way of getting the news. For millennials, we don’t utilize it as much because we like to keep up with everything (we watch everyones stories and scroll through our entire feed of instagram) where on twitter it becomes too much too fast. For adults, they like seeing random tweets once in a while to check and they use it as a search engine for up to date news. Overall, I appreciated this follow up post so thank you!

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