View a FREE sample

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

Short Answer Questions

1. What position is Shona Brown hired for?

2. How does Battelle describe the path Google is taking?

3. What is "click fraud"?

4. What is the main intention of the Patriot Act when Congress passes it?

5. What specific topic from previous chapters does Battelle talk about in illustrating his examples?

Short Essay Questions

1. What part of Larry Page's letter offends Wall Street and why? To whom was the letter addressed?

2. What are some of the concerns outlined in Chapter 8 about privacy and Internet search?

3. Explain the peculiar characteristics surrounding the way Google grows, citing examples of Larry Page and Sergey Brin's odd culture and the reaction it might generate.

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

5. What are some examples of options that Google offers to help businesses work within its new system to recover lost business?

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

7. Briefly describe why certain places are intentionally kept away from search access, and give one example.

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

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

10. Describe the main difference in the way Google and Yahoo approach Internet search.

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

In your opinion, does Google adopt an arrogant attitude along the way to the company's success? Does its attitude affect the business or how it is perceived? Was the company and its leaders unfairly categorized? Use several examples from the book to explain your opinion. Also, is it natural for successful businesses to have a similar attitude? Why?

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

Using the time line and information provided in the book, explain in detail the history of the search engine, leading up to Google, including the roles of Archie, Veronica, AltaVista, WebCrawler, Wanderer, Excite, and Lycos. Your explanation should be in chronological order explaining how each company affected the overall development of Internet search.

(see the answer keys)

This section contains 1,106 words (approx. 4 pages at 300 words per page) View a FREE sample