The Search Test | Mid-Book Test - Hard

John Battelle
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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 Gross file a lawsuit against Google for?

2. What happens when Page tries to sell Google to other Internet companies?

3. What percentage of search results includes paid ads for Google and Yahoo?

4. What do webmasters originally fear Google is doing?

5. Why was the WebCrawler so unique?

Short Essay Questions

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

2. Briefly describe the Database of Intentions.

3. How did Veronica differ from Archie as a search engine?

4. What was significant about AltaVista.com when it was released in 1995?

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

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

7. Briefly explain the benefits of a parallel computing system and how it is applied to Google.

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

9. Describe the rise and fall of IdeaLab.

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

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

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 3

If you were starting a business, would you design your advertising to be online or with traditional forms/other media? Would you use either one form exclusively or both together? Which one would you use more of, or would you use equal amounts? Use the information you learned in the book to describe the different forms of advertising available, both online and offline, and to explain why you would make the choices you outlined above for your business.

(see the answer keys)

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