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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 3, Search Before Google.

Multiple Choice Questions

1. After a series of company takeovers, Yahoo eventually acquired AltaVista and used it as what feature for their website?
(a) A website directory.
(b) A search box.
(c) A tracker.
(d) A toolbar.

2. How long does Schmidt take before understanding the place of a search engine and agreeing with Battelle?
(a) He never agrees with Battelle.
(b) Two years.
(c) One year.
(d) Three years.

3. What is it about the computers on Star Trek that Battelle would like to see become a reality?
(a) Their compassion for the human race.
(b) The ability to control and coordinate transportation.
(c) Their elevated intelligence and ability to think and act on their own.
(d) The interaction between people and computers.

4. The basic model of a search engine has remained largely unchanged since when?
(a) The 1980s.
(b) The 1970s.
(c) The year 2000.
(d) The 1990s.

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

Short Answer Questions

1. Why was the WebCrawler so unique?

2. What is Battelle's central focus in Chapter 2?

3. What is an IP (Internet Protocol)?

4. What are SERPs?

5. What two examples are listed as popular clickstream analysis?

(see the answer key)

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