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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 2, Who, What, Where, Why, When, and How (Much).

Multiple Choice Questions

1. As Battelle points out, Internet use has grown to become more and more common, and most people are familiar with what online tool?
(a) An online payment system.
(b) Email.
(c) A search box.
(d) A website directory.

2. The "trail of clicks" that Battelle refers to is recorded for what kind of analysis?
(a) Future or nearly real-time analysis.
(b) Profitability analysis.
(c) Statistical analysis.
(d) Weekly analysis.

3. What percentage of search results includes paid ads for Google and Yahoo?
(a) More than 75 percent.
(b) Less than 40 percent.
(c) 40 to 50 percent.
(d) 50 to 60 percent.

4. The estimated growth of the search engine industry is expected to reach $23 billion by what year?
(a) 2015.
(b) 2025.
(c) 2010.
(d) 2020.

5. How do search engines generate income from advertisers?
(a) They receive a pay-per-click fee when a user responds to an ad.
(b) They charge advertisers a flat rate per month for their ad space.
(c) They charge a listing fee for businesses to rank higher in search directories.
(d) They collect a fee based on the amount of times an ad is displayed in search results.

Short Answer Questions

1. Google's search engine analyzes how many factors when determining the relevance of the user's keywords?

2. Who does Battelle fear will use clickstream data to abuse the privacy of Internet users?

3. How is the intelligence coded to speed up and refine a search for Internet users?

4. What is it about the computers on Star Trek that Battelle would like to see become a reality?

5. Sixty-five percent of all Internet searches are estimated for what purpose?

(see the answer key)

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