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

Multiple Choice Questions

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

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

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

4. How does Battelle state the question needs to be formed to achieve the desired results?
(a) Just right.
(b) With as much detail as possible.
(c) In an average of five words.
(d) In the shortest way possible.

5. Who creates "The Tablets?"
(a) Sergey Brin.
(b) Larry Page.
(c) Shona Brown.
(d) Larry Page and Sergey Brin.

6. Yahoo has a philosophy that places what above technology?
(a) Vision.
(b) Leadership.
(c) Humans.
(d) Profits.

7. What has Yahoo learned that Google has not up until this point?
(a) How to restructure a company when necessary.
(b) How to work with business partners.
(c) How to use the stock market to the company's advantage.
(d) How to prioritize tasks within a business model.

8. What is the stated goal of almost every major search player?
(a) To learn the individual habits for each user and use them to increase profits.
(b) To provide the fastest possible response time for search returns.
(c) To find the exact answer to a question, recommending one source over another.
(d) To steer Internet users to buy products from the ads listed in their search pages.

9. What are "The Tablets?"
(a) Detailed employee protocol when dealing with the media or press.
(b) Ten ideas for expanding the company in different directions.
(c) A declaration of the company's principals and values.
(d) A set of new regulations that the company must follow based on SEC rulings.

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

11. When is the "semantic Web" idea born?
(a) 1999.
(b) 1998.
(c) 1996.
(d) 1997.

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

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

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

15. Why might having three corporate leaders in a company be seen negatively on Wall Street?
(a) It gives a company an unfair advantage over other companies with only one leader.
(b) It is harder to make business transactions when three approvals are needed for each one.
(c) It splits future earnings three ways.
(d) It could limit the stock value.

Short Answer Questions

1. What does Mark Maughan do that Battelle finds worth noting?

2. What is one area where Google might be able to use the semantic Web idea?

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

4. What does "SEO" stand for?

5. What part of the University of California is intentionally denied access to search?

(see the answer keys)

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