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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 4, Google Is Born.

Multiple Choice Questions

1. What company eventually bought WebCrawler in 1995?
(a) Microsoft.
(b) AOL.
(c) Yahoo.
(d) Google.

2. How do search engines generate income from advertisers?
(a) They collect a fee based on the amount of times an ad is displayed in search results.
(b) They receive a pay-per-click fee when a user responds to an ad.
(c) They charge a listing fee for businesses to rank higher in search directories.
(d) They charge advertisers a flat rate per month for their ad space.

3. In what year did Alan Emtage create Archie, the first Internet search engine?
(a) 1988.
(b) 1991.
(c) 1990.
(d) 1985.

4. What two examples are listed as popular clickstream analysis?
(a) Webhosting and Website tracking modules.
(b) Google's PageRank and Amazon's recommendations system.
(c) Google's AdWords and Microsoft's pop-up ads.
(d) Website counters and opt-in boxes.

5. How many advertiser relationships does Google have?
(a) Less than 50,000.
(b) More than a million.
(c) More than 225,000.
(d) Less than 100,000.

Short Answer Questions

1. What does Schmidt consider Battelle's idea of a Database of Intentions to be a part of?

2. What is the average response rate for paid ads on Google or Yahoo?

3. According to the 2004 research paper, how often do 85 percent of U.S. users perform Internet searches?

4. Who does Battelle fear will use clickstream data to abuse the privacy of Internet users?

5. In 1993, what university created Veronica, the second search engine?

(see the answer key)

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