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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. What company acquires Overture?

2. How many searches does the rest of the world perform compared to U.S. Internet users?

3. What company eventually bought WebCrawler in 1995?

4. The estimated growth of the search engine industry is expected to reach $23 billion by what year?

5. What causes many advertisers to have a negative view of Google?

Short Essay Questions

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

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

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

4. What is the story of how Jerry Yang and David Filo created Yahoo and what were their original motives?

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

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

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

8. How does the rapid growth of the search industry lead to huge profit increases for the Internet companies?

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

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

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

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?

Essay Topic 2

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 3

The two main ingredients to Google's early development are BackRub and PageRank. Using the book to provide the necessary details, look at each them:

1) Describe BackRub, its origin, how it is first created, what its main purpose is, and why it was so significant at the time. Also break down the formula for its success along with the negative reaction from webmasters. What was the motivation for the criticism? Was it justified?

2) What is PageRank and how is it necessary to make BackRub more effective? What is the overall affect on the Internet and the way searches are performed today that can be traced back to PageRank?

(see the answer keys)

This section contains 1,066 words (approx. 4 pages at 300 words per page) View a FREE sample