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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 10, Google Today, Google Tomorrow.

Multiple Choice Questions

1. Google's association with what country signals the potential for the company to compromise its values?
(a) France.
(b) Russia.
(c) China.
(d) Germany.

2. How does Google attempt to avoid the costly hiring spiral?
(a) It has prospective employees go through an extensive series of interviews set up by committees.
(b) It consider hiring only those employees with a proven track record with other companies.
(c) It interviews people on a limited referral basis.
(d) It begins hiring only people their employees personally know.

3. What year does the Internet bubble burst, leading to the decline of IdeaLab?
(a) 2002.
(b) 1999.
(c) 2001.
(d) 2000.

4. The basic model of a search engine has remained largely unchanged since when?
(a) The 1970s.
(b) The 1980s.
(c) The 1990s.
(d) The year 2000.

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

Short Answer Questions

1. In what year did Alan Emtage create Archie, the first Internet search engine?

2. GoTo.com is founded on what line of thinking?

3. In the A, B, C, D hiring model, which type of employees do "A grade" employees tend to hire?

4. What is the average response rate for paid ads on Google or Yahoo?

5. What was Excite's most notable feature?

(see the answer key)

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