The Search Test | Final Test - Medium

John Battelle
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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 Mark Maughan do that Battelle finds worth noting?
(a) He illegally gains unrestricted access to Google's main servers.
(b) He files a lawsuit against Google.
(c) He is the first person to be banned from Google's search engine.
(d) He is the first victim of online identity theft.

2. 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.

3. Which company's WebFountain project attempts to create a semantic Web for large corporations?
(a) AT&T.
(b) Microsoft.
(c) IBM.
(d) Hewlett Packard.

4. According to Battelle, search engines are on a quest for the "complete mastery" of what?
(a) Computer processing.
(b) Human intentions.
(c) Technology.
(d) Human knowledge.

5. What is the drawback of the Internet that Battelle discusses at the beginning of Chapter 8?
(a) Websites are being used to unethically spread lies about people and companies.
(b) Online purchases are causing many offline stores to close.
(c) Public information is accessible for Internet users.
(d) Internet users are spending too much time online and ignoring other aspects of their lives.

Short Answer Questions

1. Under Google's approach to search, what comes before technology?

2. What is "click fraud"?

3. Who would the "perfect search" work similarly to?

4. What is one option of how the Internet could interact with DVR (Digital Video Recording) viewers?

5. What notion does Battelle use in his story?

Short Essay Questions

1. Explain why Google's paid search ads are more effective than traditional forms of advertising, such as radio, television, etc.

2. How can clickstream analysis lead to the further development of search?

3. Explain the semantic Web, its original use, and an example of how it could be adapted for larger applications.

4. What is Google's motto and what is Battelle's opinion on it?

5. What business practice discussed in Chapter 8 might be perceived as an abandonment of Google's motto?

6. How does an algorithm tweak on Google's part inadvertently hurt many online businesses in 2003?

7. Why isn't Google interested in going public and selling shares of the company during its first few years?

8. As explained in Chapter 11, what is the "perfect search" and what is the stated goal of the major search companies?

9. Considering everything discussed throughout all of the chapters, do you think that the original vision for the Database of Intentions has been realized? Why or why not?

10. How does Battelle's personal story, as told in Chapter 12, lead him to an important discovery?

(see the answer keys)

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