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

Multiple Choice Questions

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

2. What component of a search engine sends information requests out on the Internet and collects the information gathered from websites?
(a) A keyword.
(b) Website link.
(c) The clickstream.
(d) A crawler.

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

4. What is especially fascinating about the story of how Larry Page and Sergey Brin worked together to create Google?
(a) They did not like each other at first, but both become business partners out of their common interest in building something useful.
(b) Neither one of them had actually used a computer before they met and decided to create a search engine.
(c) They were both best friends before they were business partners, which is why they were successful.
(d) Most of their friends and associates did not believe in their idea and tried to discourage them from pursuing it, but they did not listen.

5. Where is the location of the first main office for Google?
(a) Brin's dormitory room.
(b) Page and Brin's apartment.
(c) The Stanford University Library.
(d) Page's basement.

6. Who becomes the first CEO of Google?
(a) Sergey Brin.
(b) John Battelle.
(c) Larry Page.
(d) Eric Schmidt.

7. What does "DNS" stand for?
(a) Domain Name Server.
(b) Domain Name Services.
(c) Domain Name Search.
(d) Domain Name Status.

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

9. GoTo.com is founded on what line of thinking?
(a) Advertisers who sell online products rely on incredible amounts of traffic to their websites to stay in business.
(b) Internet users will be willing to pay for a faster search engine with more targeted results.
(c) Advertisers will be willing to pay more to have paying customers directed to their websites instead of higher volumes of low-quality traffic.
(d) Internet users who have not made purchases online should be charged a service fee for using search engines.

10. What do webmasters originally fear Google is doing?
(a) Growing too fast for the servers to keep up with.
(b) Disrupting the flow of traffic at other search engine websites.
(c) Using too much bandwidth.
(d) Causing the Internet to slow down dramatically because of all of the users online at the same time.

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

12. Why was knowing FTP (File Transfer Protocol) line commands necessary for early Internet users?
(a) It was how Internet users communicated with each other.
(b) It was a way to retrieve online files.
(c) It was how they kept track of online servers.
(d) It was a way to communicate directly with the servers.

13. When Gross approaches Google to sell his plan, what happens?
(a) Page and Brin cannot afford to pay Gross what he is asking for it.
(b) Page and Brin both reject it.
(c) Page wants to use it, but Brin rejects it.
(d) Brin wants to use it, but Page rejects it.

14. After a series of company takeovers, Yahoo eventually acquired AltaVista and used it as what feature for their website?
(a) A search box.
(b) A website directory.
(c) A toolbar.
(d) A tracker.

15. What business model does Battelle give Bill Gross credit for inventing?
(a) Selling an item to make as much of a profit as possible, reducing the total number of sold products needed.
(b) The combination of a small profit on individual transactions with a large volume of transactions.
(c) Requiring a small monthly membership fee for access to certain Internet features.
(d) Using the Internet to generate the maximum number of sales from its users through personalized advertising.

Short Answer Questions

1. To which existing sites do Page and Brin compare their new search engine in order to appreciate its value?

2. How long does Schmidt take before understanding the place of a search engine and agreeing with Battelle?

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

4. What does Susan Wojcicki rent to Page and Brin for them to use to develop further technology?

5. What was significant about Veronica?

(see the answer keys)

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