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

2. How many advertiser relationships does Google have?
(a) More than a million.
(b) Less than 50,000.
(c) Less than 100,000.
(d) More than 225,000.

3. 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) Tracking technology to detect the preferences of Internet users, a search engine, and a commission for all sales generated from ads.
(c) A search engine, a paid search network, and the ability to generate its own traffic.
(d) A search engine, a database with the most websites, and the largest number of Internet users.

4. The "trail of clicks" that Battelle refers to is recorded for what kind of analysis?
(a) Future or nearly real-time analysis.
(b) Profitability analysis.
(c) Statistical analysis.
(d) Weekly analysis.

5. From which fields of doctoral candidates does Battelle think will use the database as a research tool?
(a) Mathematics, history, and archeology.
(b) Cultural anthropology, psychology, history, and sociology.
(c) English, journalism, mathematics, and history.
(d) Arts and science, psychology, and pathology.