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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. How does the media view Google in 2002?
(a) As an honest company.
(b) As a deceitful company.
(c) As a company that is growing too fast.
(d) As a failing company.

2. 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.

3. How many advertiser relationships does Google have?
(a) More than a million.
(b) Less than 100,000.
(c) Less than 50,000.
(d) More than 225,000.

4. How many searches does the rest of the world perform compared to U.S. Internet users?
(a) Less than half as many.
(b) Five times as many.
(c) Twice as many.
(d) Three times as many.

5. Gross designs the precursor to Overture, GoTo.com, for what specific purpose?
(a) To become the first search engine that charges Internet users for its use.
(b) To become the fastest search engine on the Internet.
(c) To remove spam from search results.
(d) To compete with the Google search engine.

Short Answer Questions

1. What percentage of search growth occurs in the U.S.?

2. When Gross approaches Google to sell his plan, what happens?

3. How does Google try to be "less evil" than Overture?

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

5. After a series of company takeovers, Yahoo eventually acquired AltaVista and used it as what feature for their website?

Short Essay Questions

1. In Chapter 3, who does Battelle say mainly used the Internet in its earliest days and why?

2. What is the key ingredient of GoTo.com that Google adopts to propel it towards success?

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

4. What does a crawler do?

5. How do Page and Brin originally try to make money with Google,? What is the result and their subsequent plan?

6. Explain the origin of the "Google" name and why it was chosen.

7. What is an example of a company or website that uses clickstream analysis? How does this company or website use it?

8. What is the business model that Bill Gross sets up?

9. Explain the breakdown in searches between information and entertainment in the U.S. and a possible reason for it.

10. How does Battelle compare the computers on Star Trek to the search engine model in Chapter 1?

(see the answer keys)

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