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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 early afternoon.
(d) The morning and evening.

2. What is the average response rate for paid ads on Google or Yahoo?
(a) 15 to 20 percent.
(b) More than 20 percent.
(c) 13 to 14 percent.
(d) Less than 10 percent.

3. How many searches does the rest of the world perform compared to U.S. Internet users?
(a) Five times as many.
(b) Less than half as many.
(c) Twice as many.
(d) Three times as many.

4. 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 charge a listing fee for businesses to rank higher in search directories.
(c) They receive a pay-per-click fee when a user responds to an ad.
(d) They charge advertisers a flat rate per month for their ad space.

5. What percentage of search growth occurs in the U.S.?
(a) Close to 15 percent per year.
(b) Close to 30 percent per year.
(c) More than 40 percent per year.
(d) Less than 10 percent per year.

Short Answer 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?

2. Sixty-five percent of all Internet searches are estimated for what purpose?

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

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

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

(see the answer key)

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