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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 5, A Billion Dollars, One Nickel at a Time.

Multiple Choice Questions

1. What does Google call its paid search market?
(a) Google Pay-Per-Search.
(b) Google Search Words.
(c) Google AdClick.
(d) Google AdWords.

2. Why did Eric Schmidt initially disagree with Battelle in the potential of search engines to be used in gathering information?
(a) He thought it would be too time consuming to develop the search engine database.
(b) He didn't believe it was possible to create a search engine.
(c) He didn't think they would be profitable enough.
(d) He had already tried to start a search engine that failed.

3. Why does Page need Brin to build Google?
(a) The site was based on a graph that required Brin's mathematical skills to make a reality.
(b) Brin worked for a company that designed websites.
(c) Brin had the financial capability to provide the necessary funding for the project.
(d) Page did not have a background in computers.

4. In his original vision for a Database of Intentions, what does Battelle see the database being built with?
(a) The most visited websites on the Internet.
(b) Popular search terms.
(c) A collection of stores that offered online services.
(d) Names and addresses of Internet users.

5. What strategy do Brin and marketing associates employ to bring in venture capital?
(a) They offer discounts to advertisers who contribute to the company.
(b) They place a Donation option on the Google website to encourage visitors to support them.
(c) They begin contacting the owners of the most visited websites on the Internet.
(d) They set up live demonstrations.

Short Answer Questions

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

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

3. What happens when Page tries to sell Google to other Internet companies?

4. Who does Battelle fear will use clickstream data to abuse the privacy of Internet users?

5. In 1993, what university created Veronica, the second search engine?

(see the answer key)

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