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This test consists of 5 short answer questions, 10 short essay questions, and 1 (of 3) essay topics.

Short Answer Questions

1. From which fields of doctoral candidates does Battelle think will use the database as a research tool?

2. What public relations idea does Google try after brand marketing, making it the only company not to spend any money on marketing?

3. Why was knowing FTP (File Transfer Protocol) line commands necessary for early Internet users?

4. As Battelle points out, Internet use has grown to become more and more common, and most people are familiar with what online tool?

5. Google's search engine analyzes how many factors when determining the relevance of the user's keywords?

Short Essay Questions

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

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

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

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

5. What is PageRank and how does it work?

6. Describe the rise and fall of IdeaLab.

7. What is Bill Gross' intent when he introduces GoTo.com?

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

9. Prior to using the pay-per-click system, how was Google running its advertising?

10. Describe the key role that Sergey Brin played in the development of Larry Page's model.

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

Google's motto stirs up a lot of controversy and many feel it is both unrealistic and hypocritical. Using the information in the book, explain the reasoning behind both of those criticisms. Also speculate on why Google chose this motto. In a broader sense of advertising, do you think that controversy is a good because of the attention it attracts? If you owned a company, would you use a controversial motto? Why or why not? What are some of the advantages and disadvantages of a controversial campaign or motto?

Essay Topic 2

The importance of customer service is brought to the forefront of the Google story as a miscalculation costs their advertisers a substantial amount of business. Explain why Google made the miscalculation, what it was, and the devastating results of it. Why was timing an issue? Also, do you prefer a faster and automated approach to doing business, or a more traditional one focusing on client interaction? Does the business or product make a difference? Be sure to use specific examples to support your answers.

Essay Topic 3

1) Looking at the original design for Internet search and seeing it implemented, do you think that society is better off for having it? Use situations from the book to explain why or why not, including the ways the Internet in general has made life easier and the ways it has been misused. The points should tie back in with your main position of the overall effect online search has on society being either positive or negative.

2) Use the technology advances and discoveries in the book to determine how influential it is becoming. Is there too much technology in the world, not enough, or just the right amount? Is it progressing at the right pace, too fast, or not fast enough?

(see the answer keys)

This section contains 1,086 words (approx. 4 pages at 300 words per page) View a FREE sample