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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 date does Google's stock officially open on the NASDAQ?

2. Who would the "perfect search" work similarly to?

3. What new role does Eric Schmidt take on as Google grows?

4. What is special about the Google ads that appear next to emails?

5. As Google expands, Page and Brin focus on what important area?

Short Essay Questions

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

2. Describe the confusion Internet users have with Google's email and why they feel their privacy is being violated.

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

4. Describe Battelle's notion of the everlasting impact of search that he explores in Chapter 12.

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

6. 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?

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

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

9. What is Google's motto and what is Battelle's opinion on it?

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

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

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 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

What did the book teach you about Wall Street and the stock market in general? Did it change your views on them? If so, in what ways? What specific things from the book did you learn that you did not know about Wall Street, the stock market, the way companies go public, or the way they sell stocks?

(see the answer keys)

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