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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. How is the intelligence coded to speed up and refine a search for Internet users?
(a) By correcting misspelled words entered in the search box.
(b) By only displaying websites with an exact match in content to the keywords.
(c) By eliminating duplicate website links.
(d) By suggesting additional or alternative keywords.

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

3. From which fields of doctoral candidates does Battelle think will use the database as a research tool?
(a) Cultural anthropology, psychology, history, and sociology.
(b) Mathematics, history, and archeology.
(c) English, journalism, mathematics, and history.
(d) Arts and science, psychology, and pathology.

4. Sixty-five percent of all Internet searches are estimated for what purpose?
(a) To get information.
(b) Entertainment.
(c) Commercial use.
(d) Education.

5. What does Schmidt consider Battelle's idea of a Database of Intentions to be a part of?
(a) The educational purpose of the Internet.
(b) The information media.
(c) The online entertainment sector.
(d) The desire to create as many websites as possible.

Short Answer Questions

1. Why is clickstream data so important to search engines?

2. The basic model of a search engine has remained largely unchanged since when?

3. What are SERPs?

4. According to the 2004 research paper, how often do 85 percent of U.S. users perform Internet searches?

5. What percentage of search results includes paid ads for Google and Yahoo?

(see the answer key)

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