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

3. What two examples are listed as popular clickstream analysis?
(a) Website counters and opt-in boxes.
(b) Google's PageRank and Amazon's recommendations system.
(c) Webhosting and Website tracking modules.
(d) Google's AdWords and Microsoft's pop-up ads.

4. What does Gross file a lawsuit against Google for?
(a) Attaining large numbers of Internet users at the expense of GoTo.com.
(b) Patent infringement.
(c) Attempting to unethically lure advertisers away from GoTo.com.
(d) Withholding payment for the right to use his business model.

5. What strategy do Brin and marketing associates employ to bring in venture capital?
(a) They offer discounts to advertisers who contribute to the company.
(b) They begin contacting the owners of the most visited websites on the Internet.
(c) They place a Donation option on the Google website to encourage visitors to support them.
(d) They set up live demonstrations.

6. What is Battelle's central focus in Chapter 2?
(a) To detail the beginning of search engines.
(b) To describe the process a search engine goes through to track Internet users.
(c) To explain the history of the Internet and why searches account for the largest percentage of Internet use.
(d) To explain how search engines work, when and why they are used, and how many people use them.

7. IdeaLab initially operates on what theory about developing new business ideas?
(a) Strategically placing new business ideas in films to test the reaction of crowds before investing in them.
(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) Assembling one team to start new businesses, and reducing the time and work involved with assembling separate teams for each idea.

8. What does Google add to the concept of parallel computing to make it even more beneficial?
(a) The plan to build all of their own hardware to reduce labor and equipment costs.
(b) The notion of allowing other companies access to their hardware to cut operating costs.
(c) Twice as much hardware to double their results.
(d) Huge, cost-effective scaling by using inexpensive hardware.

9. What is the core technology that supplied an algorithm for the order of websites?
(a) PageRank.
(b) PageSort.
(c) PageVolume.
(d) PageListing.

10. For what does Gross start charging advertisers?
(a) The number of Internet users who view their ads.
(b) A guaranteed number of visitors to their website per day.
(c) Keywords.
(d) Ad space located at the top of the Web page.

11. In his original vision for a Database of Intentions, what does Battelle see the database being built with?
(a) Popular search terms.
(b) The most visited websites on the Internet.
(c) A collection of stores that offered online services.
(d) Names and addresses of Internet users.

12. What is an IP (Internet Protocol)?
(a) A code for communicating online.
(b) The search engine's route to servers.
(c) An online address.
(d) The tracking information for early Internet users.

13. With which well-known director does Gross create IdeaLab, a company where his ideas can be put into action?
(a) Steven Spielberg.
(b) George Lucas.
(c) Ron Howard.
(d) Oliver Stone.

14. What position does Jeff Bezos hold when he remarks that you "shouldn't have to brag" about not being evil in response to Google's recently announced motto.
(a) The Director of Communications for Compaq.
(b) The President of AOL.
(c) The CEO of Amazon.
(d) The Vice President of Microsoft.

15. What key factor do Page and Brin count on to make their search engine so effective?
(a) The directory would provide more details for each website than any other search engine.
(b) The bigger the World Wide Web became, the better the search engine would function.
(c) Its efficiency would grow with each search performed.
(d) Internet users would do twice as many searches on it because of its speed.