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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 8, Search, Privacy, Government, and Evil.

Multiple Choice Questions

1. Search traffic typically increases during what two times of the day?
(a) The afternoon and evening.
(b) The morning and early afternoon.
(c) The morning and late afternoon.
(d) The morning and evening.

2. What is Battelle's concern with Google's motto?
(a) It is not accurate.
(b) It was unfairly taken from a lesser known company by Google.
(c) It is too unrealistic.
(d) It is too hard to understand.

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

4. What is special about the Google ads that appear next to emails?
(a) They contain relevant products to the user's email content.
(b) They only appear when users first log in to their email accounts.
(c) They take the user back to Google's search page when clicked on instead of a business website.
(d) They cannot be clicked on.

5. As Battelle points out, Internet use has grown to become more and more common, and most people are familiar with what online tool?
(a) A website directory.
(b) A search box.
(c) An online payment system.
(d) Email.

Short Answer Questions

1. What is the precursor to Google called when Page and Brin create it at Stanford University?

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

3. In what year was the worldwide average at 550 million searches per day?

4. Gross designs the precursor to Overture, GoTo.com, for what specific purpose?

5. What are SERPs?

(see the answer key)

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