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. Which search engine does Battelle focus on the most for his story?
(a) Yahoo.
(b) Google.
(c) Overture.
(d) MSN.

2. What does Battelle find along with the piece of writing he discovers?
(a) A warning.
(b) The translated text.
(c) An early writing utensil.
(d) Illustrations.

3. Battelle speculates that eventually anything of value may have identification tags to track them, including which of the following?
(a) Pets and senior citizens.
(b) Children, pets, and senior citizens.
(c) Children and pets.
(d) Children and senior citizens.

4. What is the main intention of the Patriot Act when Congress passes it?
(a) To gain information needed to prevent future terrorist attacks after the ones on 9/11.
(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 attain the location of the terrorists responsible for the 9/11 attacks.

5. What is one area where Google might be able to use the semantic Web idea?
(a) Its main database.
(b) Search.
(c) A blog.
(d) Advertising.

6. Which of the following is not an example given of an outside device that might incorporate search in the future?
(a) Stereos.
(b) Appliances.
(c) Telephones.
(d) Automobiles.

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

8. What is special about the Google ads that appear next to emails?
(a) They contain relevant products to the user's email content.
(b) They only appear when users first log in to their email accounts.
(c) They cannot be clicked on.
(d) They take the user back to Google's search page when clicked on instead of a business website.

9. What specific topic from previous chapters does Battelle talk about in illustrating his examples?
(a) Internet lawsuits.
(b) Clickstream analysis.
(c) Paid search.
(d) Keywords.

10. What are "The Tablets?"
(a) Ten ideas for expanding the company in different directions.
(b) A set of new regulations that the company must follow based on SEC rulings.
(c) Detailed employee protocol when dealing with the media or press.
(d) A declaration of the company's principals and values.

11. What date does Google's stock officially open on the NASDAQ?
(a) September 8.
(b) November 24.
(c) October 30.
(d) August 19.

12. Why might having three corporate leaders in a company be seen negatively on Wall Street?
(a) It could limit the stock value.
(b) It gives a company an unfair advantage over other companies with only one leader.
(c) It is harder to make business transactions when three approvals are needed for each one.
(d) It splits future earnings three ways.

13. What is "click fraud"?
(a) Gaining access to a company's Google account using unethical tactics to add more clicks to the paid search ad campaign to substantially drive up their cost of advertising.
(b) The process of blocking an ad from being clicked on to gain an unfair advantage over a competitor who is using search ads.
(c) Illegally erasing a competitor's ad from a search engine's directory.
(d) When a program is used to click repeatedly on a specific ad to unofficially raise the costs of advertising for competitive companies.

14. Who would the "perfect search" work similarly to?
(a) A teacher.
(b) A salesperson.
(c) A mechanic.
(d) A reference librarian.

15. What does "SEO" stand for?
(a) Search Engine Optimization.
(b) Search Enhancing Operation.
(c) Search Engine Operation.
(d) Search Enhancing Option.

Short Answer Questions

1. What is the example given of a small online business that is driving most of the Internet revenue?

2. Which type of search results do illegitimate spammers try to infiltrate the most?

3. What position does Tim Armstrong have when he says that "search turns a cost center into a profit center"?

4. How does Battelle state the question needs to be formed to achieve the desired results?

5. What does the "semantic Web" idea entail?

(see the answer keys)

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