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

Multiple Choice Questions

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

2. Where does the most pressure come from for Google to sell stocks?
(a) Advertisers.
(b) The media.
(c) Other Internet companies.
(d) The company's venture capital investors.

3. Google declares that it will sell $2,718,281,828 shares as a tribute to mathematicians and engineers. What does the number 2,718,281,828 represent?
(a) e.
(b) zeta.
(c) x.
(d) mc.

4. What does Mark Maughan do that Battelle finds worth noting?
(a) He files a lawsuit against Google.
(b) He is the first person to be banned from Google's search engine.
(c) He is the first victim of online identity theft.
(d) He illegally gains unrestricted access to Google's main servers.

5. What does "SEO" stand for?
(a) Search Engine Optimization.
(b) Search Enhancing Option.
(c) Search Engine Operation.
(d) Search Enhancing Operation.

6. What is Chapter 12, The Epilogue, centered around?
(a) Battelle's search for answers to key search questions.
(b) Battelle's employment with Google.
(c) Battelle's personal biography.
(d) Battelle's Google search for keywords.

7. In Chapter 12, The Epilogue, Battelle discusses how Internet searches can lead to what unintended consequence?
(a) Spam.
(b) New and enlightening discoveries.
(c) Information about other Internet users.
(d) Pop-up ads.

8. What do Internet users fear Google is doing to invade their privacy?
(a) Reading their emails.
(b) Selling content found in their emails.
(c) Forwarding their emails to a central database.
(d) Editing their emails.

9. Which of the following is not an example given of an outside device that might incorporate search in the future?
(a) Stereos.
(b) Telephones.
(c) Appliances.
(d) Automobiles.

10. What is an "IPO"?
(a) Interim Public Option.
(b) Initial Public Opposition.
(c) Initial Public Offering.
(d) Interim Public Operation.

11. 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) VP of advertising at Google.
(c) VP of sales at Google.
(d) CEO of Yahoo.

12. According to Battelle, search engines are on a quest for the "complete mastery" of what?
(a) Technology.
(b) Computer processing.
(c) Human knowledge.
(d) Human intentions.

13. Google's association with what country signals the potential for the company to compromise its values?
(a) France.
(b) Russia.
(c) China.
(d) Germany.

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

15. What is "click fraud"?
(a) The process of blocking an ad from being clicked on to gain an unfair advantage over a competitor who is using search ads.
(b) Illegally erasing a competitor's ad from a search engine's directory.
(c) 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.
(d) When a program is used to click repeatedly on a specific ad to unofficially raise the costs of advertising for competitive companies.

Short Answer Questions

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

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

3. As mentioned in Chapter 10, how many employees does Google plan to have in the next few years?

4. What does Google do to offend Wall Street?

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

(see the answer keys)

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