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

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

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

4. Search traffic typically increases during what two times of the day?
(a) The afternoon and evening.
(b) The morning and evening.
(c) The morning and early afternoon.
(d) The morning and late afternoon.

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

Short Answer Questions

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

2. What are SERPs?

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

4. What happens to prove that Google can generate billions of dollars in revenue from developing search engines and databases?

5. What percentage of search growth occurs in the U.S.?

(see the answer key)

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