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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. 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 avoiding.
(b) The products and services that Internet users are offering.
(c) The products and services that Internet users are planning to buy.
(d) The products and services that Internet users are buying.

2. As Battelle points out, Internet use has grown to become more and more common, and most people are familiar with what online tool?
(a) Email.
(b) An online payment system.
(c) A website directory.
(d) A search box.

3. Who does Battelle fear will use clickstream data to abuse the privacy of Internet users?
(a) Search engine companies.
(b) Other Internet users.
(c) The government.
(d) Website owners.

4. What component of a search engine sends information requests out on the Internet and collects the information gathered from websites?
(a) A crawler.
(b) A keyword.
(c) Website link.
(d) The clickstream.

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

Short Answer Questions

1. Google's search engine analyzes how many factors when determining the relevance of the user's keywords?

2. How is the intelligence coded to speed up and refine a search for Internet users?

3. What percentage of search results includes paid ads for Google and Yahoo?

4. In what year was the worldwide average at 550 million searches per day?

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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