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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 3, Search Before Google.

Multiple Choice Questions

1. Why is clickstream data so important to search engines?
(a) It helps them analyze the preferences of Internet users to present them with effective advertising.
(b) It tells them how often people use the Internet.
(c) It gives them the total number of clicks to a website so they can charge that particular website accordingly.
(d) It provides them with the personal ISP number for Internet users, which is used to contact them in the future.

2. What was Excite's most notable feature?
(a) Two search boxes for multiple searches.
(b) A customizable user page.
(c) A section where the most traveled to websites is bookmarked.
(d) A history box showing the most recent websites and keywords searched.

3. What was the main problem with the way early Internet users were accessing files?
(a) The files took too long to download after they were located.
(b) It required a technical knowledge of advanced computer language.
(c) They had to know the exact IP or DNS.
(d) They didn't have the training necessary to access the files correctly.

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

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

Short Answer Questions

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

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

3. What is Battelle's central focus in Chapter 2?

4. Why did Eric Schmidt initially disagree with Battelle in the potential of search engines to be used in gathering information?

5. Why was knowing FTP (File Transfer Protocol) line commands necessary for early Internet users?

(see the answer key)

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