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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 7, The Search Economy.

Multiple Choice Questions

1. What leads Google to reconnect with Bill Gross and reconsider his business model?
(a) The decreasing number of advertisers that were buying ads.
(b) The lack of Internet users choosing Google as a search engine.
(c) The NASDAQ market crash in 2000.
(d) The 2001 terrorist attacks.

2. The basic model of a search engine has remained largely unchanged since when?
(a) The 1970s.
(b) The 1990s.
(c) The 1980s.
(d) The year 2000.

3. What is the precursor to Google called when Page and Brin create it at Stanford University?
(a) PageBrin Search.
(b) The Google Directory.
(c) The Back and Forth Directory.
(d) BackRub.

4. Google's search engine analyzes how many factors when determining the relevance of the user's keywords?
(a) More than 200 factors.
(b) Between 50 and 100 factors.
(c) More than 100 factors.
(d) Less than 50 factors.

5. Why was knowing FTP (File Transfer Protocol) line commands necessary for early Internet users?
(a) It was how they kept track of online servers.
(b) It was how Internet users communicated with each other.
(c) It was a way to retrieve online files.
(d) It was a way to communicate directly with the servers.

Short Answer Questions

1. What is Battelle's central focus in Chapter 2?

2. What percentage of search growth occurs in the U.S.?

3. What position does Tim Armstrong have when he says that "search turns a cost center into a profit center"?

4. What is the main idea behind the original concept of Google?

5. In what year did Alan Emtage create Archie, the first Internet search engine?

(see the answer key)

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