Name: _________________________ | Period: ___________________ |
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. Why is clickstream data so important to search engines?
(a) It provides them with the personal ISP number for Internet users, which is used to contact them in the future.
(b) It helps them analyze the preferences of Internet users to present them with effective advertising.
(c) It gives them the total number of clicks to a website so they can charge that particular website accordingly.
(d) It tells them how often people use the Internet.
2. What event is discussed in Chapter 1 as having indicated a change in American culture?
(a) The creation of a super highway of information, called the Internet.
(b) The terrorist attacks of 2001.
(c) The start of the new millennium in January 2000.
(d) The invention of the computer.
3. How much time passes for Google to go from next to nothing to earning over $4 billion in revenue?
(a) Less than a year.
(b) Less than two years.
(c) Less than five years.
(d) Less than three years.
4. How many searches does the rest of the world perform compared to U.S. Internet users?
(a) Five times as many.
(b) Twice as many.
(c) Three times as many.
(d) Less than half as many.
5. Search traffic typically increases during what two times of the day?
(a) The morning and late afternoon.
(b) The morning and early afternoon.
(c) The afternoon and evening.
(d) The morning and evening.
Short Answer Questions
1. Who does Battelle fear will use clickstream data to abuse the privacy of Internet users?
2. Sixty-five percent of all Internet searches are estimated for what purpose?
3. From which fields of doctoral candidates does Battelle think will use the database as a research tool?
4. As of the first quarter of 2005, what does Google have 51 percent of?
5. How many advertiser relationships does Google have?
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