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

Multiple Choice Questions

1. Regulation requires that a company must report as if it were public when it has how many employees?
(a) Over 150.
(b) Over 2,000.
(c) Over 500.
(d) Over 1,000.

2. What does Battelle find along with the piece of writing he discovers?
(a) The translated text.
(b) Illustrations.
(c) An early writing utensil.
(d) A warning.

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

4. What does "GDS" stand for?
(a) Google Domain Search.
(b) Google Desktop Search.
(c) Google Directory Search.
(d) Google Database Search.

5. What is special about the Google ads that appear next to emails?
(a) They cannot be clicked on.
(b) They take the user back to Google's search page when clicked on instead of a business website.
(c) They only appear when users first log in to their email accounts.
(d) They contain relevant products to the user's email content.

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

7. What is "click fraud"?
(a) When a program is used to click repeatedly on a specific ad to unofficially raise the costs of advertising for competitive companies.
(b) Gaining access to a company's Google account using unethical tactics to add more clicks to the paid search ad campaign to substantially drive up their cost of advertising.
(c) Illegally erasing a competitor's ad from a search engine's directory.
(d) The process of blocking an ad from being clicked on to gain an unfair advantage over a competitor who is using search ads.

8. Why does Google decide not to sell stock during its first few years?
(a) The stock market crash deters it from participating in an unstable market.
(b) All of the principal partners in the company are against it for ethical reasons.
(c) It generates enough cash from income, so it is not necessary to sell stock to raise capital.
(d) It doesn't think there will be enough shareholders to make it a worthwhile endeavor.

9. As Google expands, Page and Brin focus on what important area?
(a) Rebranding the company with a new motto.
(b) Media exposure.
(c) New product development.
(d) Hiring additional employees.

10. Which company's WebFountain project attempts to create a semantic Web for large corporations?
(a) AT&T.
(b) IBM.
(c) Hewlett Packard.
(d) Microsoft.

11. What does Google try to offer as a way to solve the major problems websites are having with its search engine?
(a) A refund for all businesses that were affected.
(b) A set of webmaster guidelines for the best SEO practices.
(c) An apology.
(d) A detailed report of exactly how and why the problem occurred.

12. Bringing the major themes of the entire book together, Battelle summarizes Internet search in what way?
(a) It has done just as much harm to Internet users as good.
(b) It is the future of information retrieval.
(c) It is the best form of accessing information ever invented.
(d) It is a powerful tool for research and discovery.

13. During the months leading up to the stock opening, what does a former senior manager file a lawsuit against the company for?
(a) Copyright infringement.
(b) Age discrimination.
(c) Wrongful termination.
(d) Unacceptable working conditions.

14. How long does Battelle envision a name being included in a search engine's index?
(a) Until the year 3000.
(b) Forever.
(c) 100 years.
(d) Until computer technology is replaced.

15. How does Battelle describe the path Google is taking?
(a) Innovative.
(b) Chaotic.
(c) Destructive.
(d) Immoral.

Short Answer Questions

1. What position is Shona Brown hired for?

2. According to Battelle, what two entities are public companies held accountable to?

3. What is one way for a website to avoid being banned from Google's index?

4. What question does the Florida Supreme Court attempt to answer in 2003?

5. What is the stated goal of almost every major search player?

(see the answer keys)

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