The Search Test | Final 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 is special about the Google ads that appear next to emails?

2. What is an "IPO"?

3. Which search engine does Battelle focus on the most for his story?

4. Which of the following is not an example given of an outside device that might incorporate search in the future?

5. What notion does Battelle use in his story?

Short Essay Questions

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

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

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

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

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

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

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

8. How does Battelle's personal story, as told in Chapter 12, lead him to an important discovery?

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

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

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

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 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

It has often been stated that to understand where something is going, you must first understand where it has been. Now that you know the history of Google and Internet search, take some time to write about where you think the future of search engines is headed. In your opinion, is it a good future? Why or why not? How about the Internet in general? What possibility might lie ahead for online information processing? Finally, which areas of life are we likely to see Internet search expand to next?

(see the answer keys)

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