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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 early afternoon.
(b) The afternoon and evening.
(c) The morning and evening.
(d) The morning and late 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 detail the beginning of search engines.
(c) To describe the process a search engine goes through to track Internet users.
(d) To explain the history of the Internet and why searches account for the largest percentage of Internet use.

3. How many advertiser relationships does Google have?
(a) More than 225,000.
(b) Less than 50,000.
(c) Less than 100,000.
(d) More than a million.

4. What are SERPs?
(a) Search Engine Result Pages.
(b) Search Engine Research Portals.
(c) Search Engine Resource Parameters.
(d) Search Engine Response Pages.

5. In what year was the worldwide average at 550 million searches per day?
(a) 2004.
(b) 2002.
(c) 2003.
(d) 2005.

Short Answer Questions

1. How many searches does the rest of the world perform compared to U.S. Internet users?

2. How much time passes for Google to go from next to nothing to earning over $4 billion in revenue?

3. What two examples are listed as popular clickstream analysis?

4. What does Schmidt consider Battelle's idea of a Database of Intentions to be a part of?

5. How do search engines generate income from advertisers?

(see the answer key)

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