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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. Battelle speculates that eventually anything of value may have identification tags to track them, including which of the following?

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

3. Regulation requires that a company must report as if it were public when it has how many employees?

4. What is Google criticized for by the financial press?

5. Why does Google decide not to sell stock during its first few years?

Short Essay Questions

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

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

3. What is click fraud and how does it affect search businesses?

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

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

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

7. What are some of the challenges mentioned in Chapter 10 that Google faces as it continues to grow?

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

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

10. 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.

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

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?

Essay Topic 2

Explain how a search engine works. Be sure to include the most important parts and their role. Use examples from the book as a reference for each part's contribution. Also, include dates or general time frames where applicable, displaying the order of how each part was introduced, its original purpose, and whether it has maintained that purpose.

Essay Topic 3

The pay-per-click advertising system revolutionized the way search engines generated income. Bill Gross is the person credited for bringing it to the online forum.

1) First, break down Bill Gross' business model from the basic concept to its specific application to online search engines. Include all data from the book as necessary. What made it a natural fit for the Internet? How did Gross build GoTo.com, what is his original intention with it, and how did that lead to one of the most important advertising schemes in the history of Internet search?

2) Examine how Page and Brin use Gross' model to create AdWords and take their search engine to new levels. Explain in detail what three elements were brought together to make Google the biggest and most successful search engine. Was this a tribute to their ability to piece everything together, or did they just take Gross' plan and run with it as some believe?

3) Describe Page and Brin's decision to reject pay-per-click when Gross first approaches them. Were they correct to do so? Why did they reject it? What does it say about them and the plan itself that they adopted it one year later? Also mention the lawsuit and whether you think Page and Brin got away with paying less than they should have considering what pay-per-click did for Google as a company.

(see the answer keys)

This section contains 1,179 words (approx. 4 pages at 300 words per page) View a FREE sample