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This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

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

2. 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) Their websites earn a lower ranking than others.
(c) Google is charging a listing fee for websites to be included in its directory.
(d) They cannot find their websites as easily as in other search engines.

3. As of the first quarter of 2005, what does Google have 51 percent of?
(a) The global search market.
(b) All Internet advertising.
(c) The U.S. search market.
(d) Existing Website links in its directory.

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

5. Page and Brin select the name "Google," based on the term, "googol," which refers to what?
(a) The number 1 followed by 1,000 zeros.
(b) The number 1 followed by 1,000,000 zeros.
(c) The number 1 followed by an infinite number of zeros.
(d) The number 1 followed by 100 zeros.

Short Answer Questions

1. What is especially fascinating about the story of how Larry Page and Sergey Brin worked together to create Google?

2. How does the media view Google in 2002?

3. What should be the fundamental goal of an Internet search, according the Battelle?

4. How does Google attempt to avoid the costly hiring spiral?

5. Who developed the first search engine for the World Wide Web?

Short Essay Questions

1. What is IdeaLab?

2. What is PageRank and how does it work?

3. In 1990, which groups of people are added to the Internet users with the introduction of Archie and why?

4. What does Google call its pay-per-click program, and what does Google combine it with to get the edge over other search engines?

5. How do search engines determine the relevance of the websites they include in the search engine return pages?

6. Describe what happens when Google tries traditional brand marketing in 1999 and what form of public relations Google replaces it with.

7. What is the A,B,C,D model of hiring, and how does Google avoid it?

8. What are some of the problems Page and Brin encounter with webmasters after setting up the early stages of their search engine?

9. In Chapter 2, what is the general reason given that people use online search engines?

10. Why do some believe that clickstream analysis technology could potentially be dangerous?

(see the answer keys)

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