The Search Test | Final 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. Regulation requires that a company must report as if it were public when it has how many employees?
(a) Over 2,000.
(b) Over 500.
(c) Over 150.
(d) Over 1,000.

2. Under Google's approach to search, what comes before technology?
(a) Profits.
(b) Nothing.
(c) Ads.
(d) Humans.

3. What does Battelle think is vital to effective advertising, either on the Internet or other forms of media?
(a) Name recognition.
(b) A product that appeals to as many different demographics as possible.
(c) The potential customer's intent.
(d) A rapid increase in users or viewers.

4. Where is a website's SEO primarily used?
(a) In website descriptions.
(b) In articles and website content.
(c) In keywords.
(d) In ads.

5. What is the major difference between Google and Yahoo at this point?
(a) Google is advertising in offline campaigns.
(b) Yahoo has failed and rebounded.
(c) Yahoo is making a profit, while Google is not.
(d) Google is making a profit, while Yahoo is not.

6. What is the main intention of the Patriot Act when Congress passes it?
(a) To attain the location of the terrorists responsible for the 9/11 attacks.
(b) To trace phone calls made by terrorists before the 9/11 terrorist attacks.
(c) To tap into the phone lines of U.S. citizens without a legitimate reason.
(d) To gain information needed to prevent future terrorist attacks after the ones on 9/11.

7. What is one option of how the Internet could interact with DVR (Digital Video Recording) viewers?
(a) By sending personalized ads to the viewers based on their online preferences.
(b) By using the Internet to automatically edit out commercials or other content from television shows recorded on a DVR.
(c) By enabling a search engine for all recorded television shows.
(d) By making it possible to view the Internet on a television set through the use of DVR technology.

8. In Chapter 12, The Epilogue, Battelle discusses how Internet searches can lead to what unintended consequence?
(a) Spam.
(b) Information about other Internet users.
(c) Pop-up ads.
(d) New and enlightening discoveries.

9. Who creates "The Tablets?"
(a) Sergey Brin.
(b) Larry Page.
(c) Shona Brown.
(d) Larry Page and Sergey Brin.

10. How long does Battelle envision a name being included in a search engine's index?
(a) Until computer technology is replaced.
(b) Until the year 3000.
(c) 100 years.
(d) Forever.

11. By trying to stop search spammers in 2003, what does Google inadvertently do?
(a) Reverses the order of websites listed in search results.
(b) Removes many small businesses from their top places in the search result pages.
(c) Prevents any new websites from being listed in their database.
(d) Removes all ads from their Web pages.

12. According to Battelle, what two entities are public companies held accountable to?
(a) Its leaders and shareholders.
(b) Its competitors and shareholders.
(c) Its customers and employees.
(d) Its advertisers and customers.

13. How many examples does Battelle give of U.S. citizens having their privacy rights violated as a result of the Patriot Act?
(a) Four.
(b) Five.
(c) Two.
(d) Zero.

14. Which discovery leads Battelle to contemplate the Internet's role in life?
(a) The shortest written novel.
(b) The oldest written story.
(c) The longest written novel.
(d) The oldest written poem.

15. As Google expands, Page and Brin focus on what important area?
(a) Media exposure.
(b) New product development.
(c) Rebranding the company with a new motto.
(d) Hiring additional employees.

Short Answer Questions

1. Where does the most pressure come from for Google to sell stocks?

2. What notion does Battelle use in his story?

3. Which company's WebFountain project attempts to create a semantic Web for large corporations?

4. What is the stated goal of almost every major search player?

5. What is Battelle's concern with Google's motto?

(see the answer keys)

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