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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 percentage of search results includes paid ads for Google and Yahoo?
(a) 50 to 60 percent.
(b) Less than 40 percent.
(c) More than 75 percent.
(d) 40 to 50 percent.

2. What does "URL" stand for?
(a) Universal Resource Locators.
(b) Universal Responder Link
(c) Universal Remote Location.
(d) Universal Redirection Links.

3. 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.

4. The basic model of a search engine has remained largely unchanged since when?
(a) The 1990s.
(b) The year 2000.
(c) The 1970s.
(d) The 1980s.

5. What is it about the computers on Star Trek that Battelle would like to see become a reality?
(a) The interaction between people and computers.
(b) The ability to control and coordinate transportation.
(c) Their compassion for the human race.
(d) Their elevated intelligence and ability to think and act on their own.

Short Answer Questions

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

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

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

4. Search traffic typically increases during what two times of the day?

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

(see the answer key)

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