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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 6, Google 2000-2004: Zero to $3 Billion in Five Years.

Multiple Choice Questions

1. What business model does Battelle give Bill Gross credit for inventing?
(a) Requiring a small monthly membership fee for access to certain Internet features.
(b) The combination of a small profit on individual transactions with a large volume of transactions.
(c) Using the Internet to generate the maximum number of sales from its users through personalized advertising.
(d) Selling an item to make as much of a profit as possible, reducing the total number of sold products needed.

2. What company acquires Overture?
(a) Microsoft.
(b) Google.
(c) AOL.
(d) Yahoo.

3. Why is clickstream data so important to search engines?
(a) It tells them how often people use the Internet.
(b) It gives them the total number of clicks to a website so they can charge that particular website accordingly.
(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.

4. Who becomes the first CEO of Google?
(a) Larry Page.
(b) Eric Schmidt.
(c) John Battelle.
(d) Sergey Brin.

5. Page and Brin select the name "Google," based on the term, "googol," which refers to what?
(a) The number 1 followed by an infinite number of zeros.
(b) The number 1 followed by 100 zeros.
(c) The number 1 followed by 1,000,000 zeros.
(d) The number 1 followed by 1,000 zeros.

Short Answer Questions

1. Before changing to Yahoo in 1995, what was the original name given to the search engine in 1994 by creators, Jerry Yang and David Filo?

2. When do Page and Brin adopt Gross' model?

3. How is the intelligence coded to speed up and refine a search for Internet users?

4. What leads Google to reconnect with Bill Gross and reconsider his business model?

5. IdeaLab initially operates on what theory about developing new business ideas?

(see the answer key)

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