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

Multiple Choice Questions

1. What is Google criticized for by the financial press?
(a) The amount of time it took for the company to go public.
(b) The number of employees the company has.
(c) The range of its stock prices.
(d) The lawsuits filed against the company.

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

3. Under Google's approach to search, what comes before technology?
(a) Profits.
(b) Ads.
(c) Humans.
(d) Nothing.

4. As mentioned in Chapter 10, how many employees does Google plan to have in the next few years?
(a) Half as many.
(b) The same amount.
(c) Fifteen times as many.
(d) Ten times as many.

5. What is one option of how the Internet could interact with DVR (Digital Video Recording) viewers?
(a) By using the Internet to automatically edit out commercials or other content from television shows recorded on a DVR.
(b) By making it possible to view the Internet on a television set through the use of DVR technology.
(c) By enabling a search engine for all recorded television shows.
(d) By sending personalized ads to the viewers based on their online preferences.

6. What does Battelle think is vital to effective advertising, either on the Internet or other forms of media?
(a) A product that appeals to as many different demographics as possible.
(b) A rapid increase in users or viewers.
(c) Name recognition.
(d) The potential customer's intent.

7. By trying to stop search spammers in 2003, what does Google inadvertently do?
(a) Prevents any new websites from being listed in their database.
(b) Removes many small businesses from their top places in the search result pages.
(c) Removes all ads from their Web pages.
(d) Reverses the order of websites listed in search results.

8. What is the major difference between Google and Yahoo at this point?
(a) Yahoo is making a profit, while Google is not.
(b) Google is advertising in offline campaigns.
(c) Yahoo has failed and rebounded.
(d) Google is making a profit, while Yahoo is not.

9. What question does the Florida Supreme Court attempt to answer in 2003?
(a) Does online theft carry the same penalty as offline theft?
(b) What government ethic laws apply to Internet advertisers?
(c) How much profit should an Internet company be allowed to generate?
(d) How much information should be available on the Internet?

10. What is the advantage of having an effective question?
(a) It allows the Internet user to avoid viruses.
(b) It helps the Internet reduce spam.
(c) It produces faster results.
(d) It yields good results on the first try.

11. What notion does Battelle use in his story?
(a) Greed.
(b) Immortality.
(c) Nobility.
(d) Heroism.

12. Who would the "perfect search" work similarly to?
(a) A reference librarian.
(b) A teacher.
(c) A mechanic.
(d) A salesperson.

13. What position does Tim Armstrong have when he says that "search turns a cost center into a profit center"?
(a) Marketing consultant to both Google and Yahoo.
(b) CEO of Yahoo.
(c) VP of advertising at Google.
(d) VP of sales at Google.

14. Battelle's examples are based on what Internet function?
(a) Search.
(b) Advertising.
(c) Email.
(d) Blogs.

15. How many examples does Battelle give of U.S. citizens having their privacy rights violated as a result of the Patriot Act?
(a) Two.
(b) Four.
(c) Zero.
(d) Five.

Short Answer Questions

1. Which company's WebFountain project attempts to create a semantic Web for large corporations?

2. What specific topic from previous chapters does Battelle talk about in illustrating his examples?

3. What is Battelle's concern with Google's motto?

4. Which type of search results do illegitimate spammers try to infiltrate the most?

5. Which discovery leads Battelle to contemplate the Internet's role in life?

(see the answer keys)

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