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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. In one example that is cited, what does a son learn about his mother from an Internet search that causes the two to stop talking?

2. Google's association with what country signals the potential for the company to compromise its values?

3. During the months leading up to the stock opening, what does a former senior manager file a lawsuit against the company for?

4. What does Google do to offend Wall Street?

5. Which discovery leads Battelle to contemplate the Internet's role in life?

Short Essay Questions

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

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

3. Why isn't Google interested in going public and selling shares of the company during its first few years?

4. How can clickstream analysis lead to the further development of search?

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

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

7. Considering everything discussed throughout all of the chapters, do you think that the original vision for the Database of Intentions has been realized? Why or why not?

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

9. Describe the two things that Google does to meet the challenges of its rapid growth, specifically the person it hires and what Larry Page and Sergey Brin create to guide the company.

10. Briefly describe some of the troubles Google experiences during the months before becoming a public company.

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

The Search is a story with a lot of creativity and innovation. It shows how people and companies can do things that may not make sense at the time but end up having an amazing impact. An example of this is Google's choice of marketing. As we now know, Google's first attempt at traditional marketing did not work and was not as effective as it would have hoped, mainly because of the cost involved. Could Google have designed its ads any differently to make them more effective?

1) Create an ad campaign for a brand new search engine using the information about Google provided in the book. Make the campaign for radio, television, or another offline media.

2) Next, describe the method Google eventually uses to market the company. Why was this method so groundbreaking at the time? What was it doing that was unheard of?

3) Now, compare your ad campaign with the approach Google created. Which one do you feel would be more effective? Why?

Essay Topic 2

Larry Page and Sergey Brin started working on Google with a common interest in its design and potential.

1) Talk about why this common ground was so important. In what ways did it allow them to function as a team and look past their own personal issues?

2) Describe each person's place in the Google design. What did Page have that was necessary to making the project successful? How was he influenced and who inspired him to envision his design? Why was Brin's involvement crucial to Google and its original structure?

3) Use Page and Brin's story to illustrate a broader lesson of having a goal and doing what is necessary to achieve it. Point out if there is a way to know when to work with people you may not get along with, if it best for the project. Does the importance of the goal or project make a difference? Does the contribution of the person factor in as well? In what ways?

Essay Topic 3

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?

(see the answer keys)

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