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 happens to prove that Google can generate billions of dollars in revenue from developing search engines and databases?
(a) They begin accepting payments for higher rankings in search results.
(b) They begin working with Amazon to direct more buyers to their search pages.
(c) They begin offering ad space for companies who own websites.
(d) They begin advertising the products of offline stores.

2. What is the first management style that Google uses?
(a) One that requires all employees to report to the CEO on a daily basis.
(b) A concept that gives each employee partial ownership of the company through stocks.
(c) One that allows the owners to talk directly with the employees.
(d) A corporate hierarchy with a chain of command and a flattened organization.

3. What is the average response rate for paid ads on Google or Yahoo?
(a) 15 to 20 percent.
(b) Less than 10 percent.
(c) More than 20 percent.
(d) 13 to 14 percent.

4. What business model does Battelle give Bill Gross credit for inventing?
(a) The combination of a small profit on individual transactions with a large volume of transactions.
(b) Requiring a small monthly membership fee for access to certain Internet features.
(c) Selling an item to make as much of a profit as possible, reducing the total number of sold products needed.
(d) Using the Internet to generate the maximum number of sales from its users through personalized advertising.

5. How does Google attempt to avoid the costly hiring spiral?
(a) It interviews people on a limited referral basis.
(b) It begins hiring only people their employees personally know.
(c) It consider hiring only those employees with a proven track record with other companies.
(d) It has prospective employees go through an extensive series of interviews set up by committees.

6. In what year did Alan Emtage create Archie, the first Internet search engine?
(a) 1991.
(b) 1988.
(c) 1985.
(d) 1990.

7. In 1993, what university created Veronica, the second search engine?
(a) Yale University.
(b) Harvard University.
(c) The University of Oklahoma.
(d) The University of Nevada.

8. What component of a search engine sends information requests out on the Internet and collects the information gathered from websites?
(a) A keyword.
(b) Website link.
(c) The clickstream.
(d) A crawler.

9. When is the first version of Google officially released?
(a) August 1996.
(b) April 1997.
(c) February 1995.
(d) March 1998.

10. To which existing sites do Page and Brin compare their new search engine in order to appreciate its value?
(a) AltaVista and MSN.
(b) AOL and MSN.
(c) Excite and MSN.
(d) AltaVista and Excite.

11. How much time passes for Google to go from next to nothing to earning over $4 billion in revenue?
(a) Less than five years.
(b) Less than three years.
(c) Less than two years.
(d) Less than a year.

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

13. What angers webmasters in the early stages of Google?
(a) They resent the speed at which Google is growing compared to other search engines.
(b) Google is charging a listing fee for websites to be included in its directory.
(c) Their websites earn a lower ranking than others.
(d) They cannot find their websites as easily as in other search engines.

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

15. What is the precursor to Google called when Page and Brin create it at Stanford University?
(a) BackRub.
(b) PageBrin Search.
(c) The Google Directory.
(d) The Back and Forth Directory.

Short Answer Questions

1. In his original vision for a Database of Intentions, what does Battelle see the database being built with?

2. In what year was the worldwide average at 550 million searches per day?

3. What does the "M" stand for in "CPM?

4. How much funding do Page and Brin receive from Andy Bechtolsheim?

5. What does Schmidt consider Battelle's idea of a Database of Intentions to be a part of?

(see the answer keys)

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