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

Multiple Choice Questions

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

2. 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 place a Donation option on the Google website to encourage visitors to support them.
(c) They begin contacting the owners of the most visited websites on the Internet.
(d) They set up live demonstrations.

3. From which fields of doctoral candidates does Battelle think will use the database as a research tool?
(a) Arts and science, psychology, and pathology.
(b) Mathematics, history, and archeology.
(c) English, journalism, mathematics, and history.
(d) Cultural anthropology, psychology, history, and sociology.

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

5. Why was AltaVista.com groundbreaking?
(a) It contained an index of all web pages at the time.
(b) It used an advanced computer system to analyze keywords on a daily basis.
(c) It was the first search engine to remember specific data of Internet users.
(d) It listed a description of each website next to the title.

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

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

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

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

10. Who developed the first search engine for the World Wide Web?
(a) Matthew Gray.
(b) Alan Emtage.
(c) Brian Pinkerton.
(d) John Battelle.

11. What was the main problem with the way early Internet users were accessing files?
(a) They didn't have the training necessary to access the files correctly.
(b) The files took too long to download after they were located.
(c) They had to know the exact IP or DNS.
(d) It required a technical knowledge of advanced computer language.

12. Why do advertisers like Gross' marketing system?
(a) They see an increased level of traffic to their websites.
(b) They are wasting less money in advertising costs.
(c) They are receiving discounts on their advertising to endorse GoTo.com.
(d) They are giving input to Gross on how to design it.

13. According to the 2004 research paper, how often do 85 percent of U.S. users perform Internet searches?
(a) Once a month.
(b) More than twice a week.
(c) Once every two weeks.
(d) Once a week.

14. What angers webmasters in the early stages of Google?
(a) Their websites earn a lower ranking than others.
(b) Google is charging a listing fee for websites to be included in its directory.
(c) They cannot find their websites as easily as in other search engines.
(d) They resent the speed at which Google is growing compared to other search engines.

15. What does "URL" stand for?
(a) Universal Responder Link
(b) Universal Remote Location.
(c) Universal Redirection Links.
(d) Universal Resource Locators.

Short Answer Questions

1. What is the first management style that Google uses?

2. Which one of the following does not represent one of the pieces of information that the database should be analyzing to sell to clients?

3. Who does Battelle fear will use clickstream data to abuse the privacy of Internet users?

4. After a series of company takeovers, Yahoo eventually acquired AltaVista and used it as what feature for their website?

5. Before the World Wide Web, who mainly used the Internet?

(see the answer keys)

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