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

2. When Louis Monier released AltaVista.com to Internet users, what company was he associated with?
(a) Digital Equipment Corp.
(b) Computer Solutions, Inc.
(c) Google.
(d) Compaq.

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

4. What does "DNS" stand for?
(a) Domain Name Search.
(b) Domain Name Services.
(c) Domain Name Server.
(d) Domain Name Status.

5. What key factor do Page and Brin count on to make their search engine so effective?
(a) Internet users would do twice as many searches on it because of its speed.
(b) The bigger the World Wide Web became, the better the search engine would function.
(c) The directory would provide more details for each website than any other search engine.
(d) Its efficiency would grow with each search performed.

Short Answer Questions

1. As Battelle points out, Internet use has grown to become more and more common, and most people are familiar with what online tool?

2. What are SERPs?

3. Why did Eric Schmidt initially disagree with Battelle in the potential of search engines to be used in gathering information?

4. The basic model of a search engine has remained largely unchanged since when?

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

(see the answer key)

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