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. What is the most troubling aspect of information being collected on the Internet?
(a) The data can be reproduced and sold to the highest bidder.
(b) It has not been determined who owns the data.
(c) There are few laws detailing what search engines can or cannot do with the information they collect.
(d) Internet users are unaware that their personal information is being transmitted.

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

3. What happens when Page tries to sell Google to other Internet companies?
(a) The companies are not interested.
(b) The companies attempt to use the information Page gives them to make their own websites better.
(c) The companies do not offer enough money.
(d) The companies do not understand how to operate Google.

4. Why was AltaVista.com groundbreaking?
(a) It was the first search engine to remember specific data of Internet users.
(b) It used an advanced computer system to analyze keywords on a daily basis.
(c) It listed a description of each website next to the title.
(d) It contained an index of all web pages at the time.

5. What does "DNS" stand for?
(a) Domain Name Services.
(b) Domain Name Status.
(c) Domain Name Search.
(d) Domain Name Server.

6. After the Internet bubble bursts and capital investments for new Internet companies shrink, what happens to Overture?
(a) It enters into a merger with Google.
(b) It is driven out of business.
(c) It is the only company to remain after the burst.
(d) It is sold to the highest bidder.

7. Why was knowing FTP (File Transfer Protocol) line commands necessary for early Internet users?
(a) It was how Internet users communicated with each other.
(b) It was a way to retrieve online files.
(c) It was how they kept track of online servers.
(d) It was a way to communicate directly with the servers.

8. What company eventually bought WebCrawler in 1995?
(a) Yahoo.
(b) Microsoft.
(c) Google.
(d) AOL.

9. GoTo.com is founded on what line of thinking?
(a) Internet users who have not made purchases online should be charged a service fee for using search engines.
(b) Advertisers who sell online products rely on incredible amounts of traffic to their websites to stay in business.
(c) Advertisers will be willing to pay more to have paying customers directed to their websites instead of higher volumes of low-quality traffic.
(d) Internet users will be willing to pay for a faster search engine with more targeted results.

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

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

12. What is the main idea behind the original concept of Google?
(a) To rank websites by importance as they lead back to a single Web page.
(b) To eliminate any websites from the search results that do not include at least 50 percent of relevant information to the keywords.
(c) To develop a search engine that can interpret the active search tendencies of its users.
(d) To locate websites that provide the most text per page.

13. Before the World Wide Web, who mainly used the Internet?
(a) Scientists at NASA.
(b) Educators at high schools and universities.
(c) A small public network of computer savvy people.
(d) The government.

14. After much consideration, what core value does Google adopt as its motto in 2001?
(a) Why Be Evil?
(b) The Alternative to Evil.
(c) We're Not Evil.
(d) Don't Be Evil.

15. Search traffic typically increases during what two times of the day?
(a) The morning and late afternoon.
(b) The afternoon and evening.
(c) The morning and evening.
(d) The morning and early afternoon.

Short Answer Questions

1. What event is discussed in Chapter 1 as having indicated a change in American culture?

2. How do search engines generate income from advertisers?

3. How many advertiser relationships does Google have?

4. What is the precursor to Google called when Page and Brin create it at Stanford University?

5. What is the average response rate for paid ads on Google or Yahoo?

(see the answer keys)

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