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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 2, Who, What, Where, Why, When, and How (Much).
Multiple Choice Questions
1. Search traffic typically increases during what two times of the day?
(a) The morning and late afternoon.
(b) The afternoon and evening.
(c) The morning and evening.
(d) The morning and early afternoon.
2. What is Battelle's central focus in Chapter 2?
(a) To explain how search engines work, when and why they are used, and how many people use them.
(b) To explain the history of the Internet and why searches account for the largest percentage of Internet use.
(c) To detail the beginning of search engines.
(d) To describe the process a search engine goes through to track Internet users.
3. Which one of the following does not represent one of the pieces of information that the database should be analyzing to sell to clients?
(a) The products and services that Internet users are buying.
(b) The products and services that Internet users are planning to buy.
(c) The products and services that Internet users are avoiding.
(d) The products and services that Internet users are offering.
4. According to the 2004 research paper, how often do 85 percent of U.S. users perform Internet searches?
(a) Once a month.
(b) Once a week.
(c) More than twice a week.
(d) Once every two weeks.
5. Sixty-five percent of all Internet searches are estimated for what purpose?
(a) To get information.
(b) Commercial use.
(c) Education.
(d) Entertainment.
Short Answer Questions
1. Who does Battelle fear will use clickstream data to abuse the privacy of Internet users?
2. The estimated growth of the search engine industry is expected to reach $23 billion by what year?
3. What is it about the computers on Star Trek that Battelle would like to see become a reality?
4. How is the intelligence coded to speed up and refine a search for Internet users?
5. In what year was the worldwide average at 550 million searches per day?
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