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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. As of the first quarter of 2005, what does Google have 51 percent of?
(a) All Internet advertising.
(b) Existing Website links in its directory.
(c) The U.S. search market.
(d) The global search market.

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

3. What event is discussed in Chapter 1 as having indicated a change in American culture?
(a) The start of the new millennium in January 2000.
(b) The creation of a super highway of information, called the Internet.
(c) The terrorist attacks of 2001.
(d) The invention of the computer.

4. What company eventually bought WebCrawler in 1995?
(a) Google.
(b) AOL.
(c) Microsoft.
(d) Yahoo.

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

Short Answer Questions

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

2. How long does Schmidt take before understanding the place of a search engine and agreeing with Battelle?

3. From which fields of doctoral candidates does Battelle think will use the database as a research tool?

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

5. What is the average response rate for paid ads on Google or Yahoo?

(see the answer key)

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