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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. What percentage of search growth occurs in the U.S.?
(a) Close to 30 percent per year.
(b) Close to 15 percent per year.
(c) More than 40 percent per year.
(d) Less than 10 percent per year.

2. Who does Battelle fear will use clickstream data to abuse the privacy of Internet users?
(a) Other Internet users.
(b) Search engine companies.
(c) Website owners.
(d) The government.

3. Why did Eric Schmidt initially disagree with Battelle in the potential of search engines to be used in gathering information?
(a) He didn't believe it was possible to create a search engine.
(b) He had already tried to start a search engine that failed.
(c) He didn't think they would be profitable enough.
(d) He thought it would be too time consuming to develop the search engine database.

4. What does "URL" stand for?
(a) Universal Responder Link
(b) Universal Redirection Links.
(c) Universal Resource Locators.
(d) Universal Remote Location.

5. Google's search engine analyzes how many factors when determining the relevance of the user's keywords?
(a) Between 50 and 100 factors.
(b) More than 200 factors.
(c) Less than 50 factors.
(d) More than 100 factors.

Short Answer Questions

1. The basic model of a search engine has remained largely unchanged since when?

2. How long does Schmidt take before understanding the place of a search engine and agreeing with Battelle?

3. As Battelle points out, Internet use has grown to become more and more common, and most people are familiar with what online tool?

4. Which one of the following does not represent one of the pieces of information that the database should be analyzing to sell to clients?

5. The "trail of clicks" that Battelle refers to is recorded for what kind of analysis?

(see the answer key)

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