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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. What should be the fundamental goal of an Internet search, according the Battelle?
(a) To provide people with information in an efficient way.
(b) To make advertising easier for companies.
(c) To make people's lives easier.
(d) To understand the habits of Internet users.
2. What is Battelle's central focus in Chapter 2?
(a) To describe the process a search engine goes through to track Internet users.
(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 explain how search engines work, when and why they are used, and how many people use them.
3. What two examples are listed as popular clickstream analysis?
(a) Google's AdWords and Microsoft's pop-up ads.
(b) Website counters and opt-in boxes.
(c) Webhosting and Website tracking modules.
(d) Google's PageRank and Amazon's recommendations system.
4. What does "URL" stand for?
(a) Universal Redirection Links.
(b) Universal Resource Locators.
(c) Universal Remote Location.
(d) Universal Responder Link
5. Who does Battelle fear will use clickstream data to abuse the privacy of Internet users?
(a) Other Internet users.
(b) Website owners.
(c) Search engine companies.
(d) The government.
Short Answer Questions
1. What component of a search engine sends information requests out on the Internet and collects the information gathered from websites?
2. What is the most troubling aspect of information being collected on the Internet?
3. How long does Schmidt take before understanding the place of a search engine and agreeing with Battelle?
4. According to the 2004 research paper, how often do 85 percent of U.S. users perform Internet searches?
5. How is the intelligence coded to speed up and refine a search for Internet users?
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This section contains 372 words (approx. 2 pages at 300 words per page) |
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