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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 12, Epilogue.

Multiple Choice Questions

1. What is an "IPO"?
(a) Initial Public Offering.
(b) Interim Public Option.
(c) Initial Public Opposition.
(d) Interim Public Operation.

2. One month after the new CEO is named, what important event occurs?
(a) Another Internet company files a lawsuit against Google.
(b) Several key members of Google simultaneously resign from the company.
(c) Google becomes the most visited website on the Internet.
(d) Google reports its first profitable quarter.

3. Why do Google's paid search ads work better than paid television ads?
(a) Using the Internet is a more interactive experience than watching television.
(b) Television ads are often missed because people switch channels when they appear, but search ads must be seen when Internet users visit Google.
(c) Google has more visitors to its website than television stations have viewers.
(d) Internet users are in search of information and entertainment, while television viewers are mostly in search of only entertainment.

4. 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 provides them with the personal ISP number for Internet users, which is used to contact them in the future.
(d) It helps them analyze the preferences of Internet users to present them with effective advertising.

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

Short Answer Questions

1. What is Google criticized for by the financial press?

2. What was the main problem with the way early Internet users were accessing files?

3. Bringing the major themes of the entire book together, Battelle summarizes Internet search in what way?

4. In Chapter 12, The Epilogue, Battelle discusses how Internet searches can lead to what unintended consequence?

5. Battelle speculates that eventually anything of value may have identification tags to track them, including which of the following?

(see the answer key)

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