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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 12, Epilogue.

Multiple Choice Questions

1. For what does Gross start charging advertisers?
(a) Keywords.
(b) Ad space located at the top of the Web page.
(c) The number of Internet users who view their ads.
(d) A guaranteed number of visitors to their website per day.

2. Why do Google's paid search ads work better than paid television ads?
(a) Internet users are in search of information and entertainment, while television viewers are mostly in search of only entertainment.
(b) Google has more visitors to its website than television stations have viewers.
(c) Using the Internet is a more interactive experience than watching television.
(d) Television ads are often missed because people switch channels when they appear, but search ads must be seen when Internet users visit Google.

3. Which search engine does Battelle focus on the most for his story?
(a) Google.
(b) Yahoo.
(c) MSN.
(d) Overture.

4. According to Battelle, search engines are on a quest for the "complete mastery" of what?
(a) Human knowledge.
(b) Computer processing.
(c) Human intentions.
(d) Technology.

5. Where is the location of the first main office for Google?
(a) Page's basement.
(b) Page and Brin's apartment.
(c) The Stanford University Library.
(d) Brin's dormitory room.

Short Answer Questions

1. Why was knowing FTP (File Transfer Protocol) line commands necessary for early Internet users?

2. Who would the "perfect search" work similarly to?

3. Why might having three corporate leaders in a company be seen negatively on Wall Street?

4. Which of the following is not an example given of an outside device that might incorporate search in the future?

5. Why was AltaVista.com groundbreaking?

(see the answer key)

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