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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 does Schmidt consider Battelle's idea of a Database of Intentions to be a part of?

2. What is the first management style that Google uses?

3. Why does Page need Brin to build Google?

4. What is the main idea behind the original concept of Google?

5. What is the most troubling aspect of information being collected on the Internet?

Short Essay Questions

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

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

3. Briefly describe the Database of Intentions.

4. What does Google call its pay-per-click program, and what does Google combine it with to get the edge over other search engines?

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

6. In Chapter 2, what is the general reason given that people use online search engines?

7. Describe the basic process of how a search engine works.

8. How does the huge success of Google's pay-per-click campaign lead to a negative reaction from its advertisers?

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

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

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

Imagine the Internet without the World Wide Web. What would search be like? Would people still be using it today? Would it have grown in other directions without the World Wide Web to connect everything?

1) Answering the questions above, describe what a world without the World Wide Web would be like and how the Internet might have developed in other ways without it. Focus on the Internet in general and Internet search, including what it might be like, how it might be used, and if it would be as widely used, along with reasons for why or why not.

2) By order of importance, explain the major contributions of the World Wide Web to Internet search. What is possible because of it? Why was it so important to the Internet's evolution in general?

Essay Topic 2

Understanding trends of Internet users is a key part to the success of a search engine, and Battelle talks about habits, preferences, and intent.

1) Describe the trends detailed in the book, such as countries that use Internet search, how much they use it, the times of the day Internet search is used the most, etc. Include the possible reasons for these trends and use data from the book to support your description and analysis.

2) Explain how the trends described above are used to customize the user's online experience with search and advertising. What makes this an effective marketing strategy?

Essay Topic 3

The Search is about the vision of a Database of Intentions and the evolution of Internet search.

Part 1) Describe Google's intention at the beginning and whether it changes throughout the company's development. How did it change? How did it stay the same?

Part 2) Is Google's intention realized? Why or why not? Use examples from the book to support your analysis.

(see the answer keys)

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