1. IdeaLab initially operates on what theory about developing new business ideas?
(a) Assembling one team to start new businesses, and reducing the time and work involved with assembling separate teams for each idea.
(b) Marketing business ideas exclusively online where startup costs are much lower than offline ones.
(c) Producing products as they are sold to avoid large investments in each new business venture.
(d) Strategically placing new business ideas in films to test the reaction of crowds before investing in them.

2. What does Battelle think is vital to effective advertising, either on the Internet or other forms of media?
(a) A rapid increase in users or viewers.
(b) Name recognition.
(c) A product that appeals to as many different demographics as possible.
(d) The potential customer's intent.

3. In what year was the worldwide average at 550 million searches per day?
(a) 2004.
(b) 2005.
(c) 2002.
(d) 2003.

4. What is the first management style that Google uses?
(a) One that allows the owners to talk directly with the employees.
(b) A corporate hierarchy with a chain of command and a flattened organization.
(c) One that requires all employees to report to the CEO on a daily basis.
(d) A concept that gives each employee partial ownership of the company through stocks.

5. What three elements does Google now possess to control its own destiny and profit?
(a) Advertisers willing to pay high rates, a search engine, and the ability to generate its own traffic.
(b) A search engine, a paid search network, and the ability to generate its own traffic.
(c) A search engine, a database with the most websites, and the largest number of Internet users.
(d) Tracking technology to detect the preferences of Internet users, a search engine, and a commission for all sales generated from ads.