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This test consists of 15 multiple choice questions and 5 short answer questions.

Multiple Choice Questions

1. What are SERPs?
(a) Search Engine Resource Parameters.
(b) Search Engine Response Pages.
(c) Search Engine Result Pages.
(d) Search Engine Research Portals.

2. How long does it take Google to go from zero to $3 billion?
(a) Six Years.
(b) Two years.
(c) Three years.
(d) Five years.

3. Where did Monier end up working after AltaVista was sold and reworked?
(a) AOL.
(b) Google.
(c) EBay.
(d) Yahoo.

4. Which one of the following does not represent one of the pieces of information that the database should be analyzing to sell to clients?
(a) The products and services that Internet users are buying.
(b) The products and services that Internet users are offering.
(c) The products and services that Internet users are avoiding.
(d) The products and services that Internet users are planning to buy.

5. What does Susan Wojcicki rent to Page and Brin for them to use to develop further technology?
(a) A garage.
(b) A computer lab.
(c) An office building.
(d) A room in her house.

6. How does Google try to be "less evil" than Overture?
(a) It rotates ad space so that key locations are shared amongst all advertisers.
(b) It does not allow advertisers to "buy their way" to the top of search listings.
(c) It issues a press release declaring that Google has less spam than Overture.
(d) It adopts a "smiley face" logo to place on its Web pages.

7. When Louis Monier released AltaVista.com to Internet users, what company was he associated with?
(a) Compaq.
(b) Computer Solutions, Inc.
(c) Google.
(d) Digital Equipment Corp.

8. What is "parallel computing?"
(a) The idea of using two computers to run on separate servers, using one as a backup in case the main computer crashes.
(b) A system built on a number of individual parts that can be replaced as needed, without affecting the other parts or the service in general.
(c) Storing files on multiple hard drives to ensure fast retrieval and less download time.
(d) Having more than one modem running into a computer system to increase the bandwidth and speed levels.

9. What is the most troubling aspect of information being collected on the Internet?
(a) It has not been determined who owns the data.
(b) There are few laws detailing what search engines can or cannot do with the information they collect.
(c) The data can be reproduced and sold to the highest bidder.
(d) Internet users are unaware that their personal information is being transmitted.

10. The estimated growth of the search engine industry is expected to reach $23 billion by what year?
(a) 2020.
(b) 2025.
(c) 2015.
(d) 2010.

11. What causes many advertisers to have a negative view of Google?
(a) Google refuses to do business with other Internet companies.
(b) Advertisers begins to lose money when they cannot understand Google's complex advertising system.
(c) Google begins implementing a limit on the number of ads it sells to each advertiser.
(d) Google's automated approach to advertising reduces the need for customer relations.

12. What should be the fundamental goal of an Internet search, according the Battelle?
(a) To understand the habits of Internet users.
(b) To make advertising easier for companies.
(c) To provide people with information in an efficient way.
(d) To make people's lives easier.

13. What does Google use as a backup in case the main plan to market keyword-based advertising fails?
(a) Traffic generating software.
(b) Banner ads.
(c) Its original Stanford website.
(d) Paid website listings.

14. Gross designs the precursor to Overture, GoTo.com, for what specific purpose?
(a) To become the fastest search engine on the Internet.
(b) To become the first search engine that charges Internet users for its use.
(c) To compete with the Google search engine.
(d) To remove spam from search results.

15. 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) Assembling one team to start new businesses, and reducing the time and work involved with assembling separate teams for each idea.
(d) Producing products as they are sold to avoid large investments in each new business venture.

Short Answer Questions

1. What is especially fascinating about the story of how Larry Page and Sergey Brin worked together to create Google?

2. From which fields of doctoral candidates does Battelle think will use the database as a research tool?

3. Why do advertisers like Gross' marketing system?

4. After much consideration, what core value does Google adopt as its motto in 2001?

5. Why is clickstream data so important to search engines?

(see the answer keys)

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