The Search Test | Mid-Book Test - Easy

John Battelle
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This test consists of 15 multiple choice questions and 5 short answer questions.

Multiple Choice Questions

1. Why does Google stop doing traditional brand marketing?
(a) Larry Page and Sergey Brin are not skilled at brand marketing and do not know how to do it effectively.
(b) The marketing costs are taking up 50 percent of its revenue.
(c) There is another company called Google that people are confusing it with.
(d) It isn't effective since most people didn't know who Google was yet.

2. What is especially fascinating about the story of how Larry Page and Sergey Brin worked together to create Google?
(a) Neither one of them had actually used a computer before they met and decided to create a search engine.
(b) Most of their friends and associates did not believe in their idea and tried to discourage them from pursuing it, but they did not listen.
(c) They did not like each other at first, but both become business partners out of their common interest in building something useful.
(d) They were both best friends before they were business partners, which is why they were successful.

3. What company acquires Overture?
(a) Microsoft.
(b) Google.
(c) AOL.
(d) Yahoo.

4. What is Battelle's central focus in Chapter 2?
(a) To explain how search engines work, when and why they are used, and how many people use them.
(b) To detail the beginning of search engines.
(c) To explain the history of the Internet and why searches account for the largest percentage of Internet use.
(d) To describe the process a search engine goes through to track Internet users.

5. How does the media view Google in 2002?
(a) As a failing company.
(b) As an honest company.
(c) As a company that is growing too fast.
(d) As a deceitful company.

6. What causes many advertisers to have a negative view of Google?
(a) Advertisers begins to lose money when they cannot understand Google's complex advertising system.
(b) Google begins implementing a limit on the number of ads it sells to each advertiser.
(c) Google's automated approach to advertising reduces the need for customer relations.
(d) Google refuses to do business with other Internet companies.

7. How does Google try to be "less evil" than Overture?
(a) It adopts a "smiley face" logo to place on its Web pages.
(b) It does not allow advertisers to "buy their way" to the top of search listings.
(c) It issues a press release declaring that Google has less spam than Overture.
(d) It rotates ad space so that key locations are shared amongst all advertisers.

8. 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.

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

10. What does the "M" stand for in "CPM?
(a) The unit used to measure the number of Internet users.
(b) The "maximum" number of clicks an advertiser has paid for.
(c) The Roman numeral for one thousand.
(d) The "monthly" amount of advertising fees.

11. In the A, B, C, D hiring model, which type of employees do "A grade" employees tend to hire?
(a) Other A grade employees.
(b) C grade employees.
(c) B grade employees.
(d) D grade employees.

12. How many advertiser relationships does Google have?
(a) More than a million.
(b) Less than 50,000.
(c) Less than 100,000.
(d) More than 225,000.

13. For what amount is Overture finally sold?
(a) $1.63 billion.
(b) $2.63 million.
(c) $2.36 billion.
(d) $1.36 million.

14. Why was the WebCrawler so unique?
(a) It allowed Internet users access to both search engines, Archie and Veronica.
(b) It could index the full text of Web documents instead of just titles.
(c) It transferred files directly to a specified computer.
(d) It was responsible for organizing all of the websites in the database.

15. What was Excite's most notable feature?
(a) Two search boxes for multiple searches.
(b) A customizable user page.
(c) A history box showing the most recent websites and keywords searched.
(d) A section where the most traveled to websites is bookmarked.

Short Answer Questions

1. What percentage of search growth occurs in the U.S.?

2. Who becomes the first CEO of Google?

3. What is "parallel computing?"

4. What happens to prove that Google can generate billions of dollars in revenue from developing search engines and databases?

5. What does Google call its paid search market?

(see the answer keys)

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