The Search Test | Mid-Book Test - Medium

John Battelle
This set of Lesson Plans consists of approximately 166 pages of tests, essay questions, lessons, and other teaching materials.
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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 does Google use as a backup in case the main plan to market keyword-based advertising fails?
(a) Its original Stanford website.
(b) Traffic generating software.
(c) Banner ads.
(d) Paid website listings.

2. Why was the WebCrawler so unique?
(a) It allowed Internet users access to both search engines, Archie and Veronica.
(b) It could index the full text of Web documents instead of just titles.
(c) It transferred files directly to a specified computer.
(d) It was responsible for organizing all of the websites in the database.

3. What does the "M" stand for in "CPM?
(a) The "monthly" amount of advertising fees.
(b) The Roman numeral for one thousand.
(c) The "maximum" number of clicks an advertiser has paid for.
(d) The unit used to measure the number of Internet users.

4. What percentage of search growth occurs in the U.S.?
(a) More than 40 percent per year.
(b) Close to 30 percent per year.
(c) Less than 10 percent per year.
(d) Close to 15 percent per year.

5. What does "DNS" stand for?
(a) Domain Name Server.
(b) Domain Name Services.
(c) Domain Name Search.
(d) Domain Name Status.

Short Answer Questions

1. After the Internet bubble bursts and capital investments for new Internet companies shrink, what happens to Overture?

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

3. As of the first quarter of 2005, what does Google have 51 percent of?

4. The basic model of a search engine has remained largely unchanged since when?

5. Why is clickstream data so important to search engines?

Short Essay Questions

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

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

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

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

5. How is Brian Pinkerton's invention, WebCrawler, unique?

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

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

8. Explain how a Database of Intentions can be useful to marketing on the Internet.

9. What is the concept behind "paid search?"

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

(see the answer keys)

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