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

Multiple Choice Questions

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

2. What is the drawback of the Internet that Battelle discusses at the beginning of Chapter 8?
(a) Public information is accessible for Internet users.
(b) Websites are being used to unethically spread lies about people and companies.
(c) Online purchases are causing many offline stores to close.
(d) Internet users are spending too much time online and ignoring other aspects of their lives.

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

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

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

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

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

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

9. What is the "SEC?"
(a) Security and Economic Committee.
(b) Stock and Exchange Corporation.
(c) Security and Exchange Commission.
(d) Stock and Ecommerce Committee.

10. What is the main intention of the Patriot Act when Congress passes it?
(a) To trace phone calls made by terrorists before the 9/11 terrorist attacks.
(b) To attain the location of the terrorists responsible for the 9/11 attacks.
(c) To tap into the phone lines of U.S. citizens without a legitimate reason.
(d) To gain information needed to prevent future terrorist attacks after the ones on 9/11.

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

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

13. Where is the semantic Web idea mainly used?
(a) Smaller applications for multiple intent areas.
(b) Larger applications for multiple intent areas.
(c) Smaller applications for single intent areas.
(d) Larger applications for single intent areas.

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

15. What is one way for a website to avoid being banned from Google's index?
(a) Contact Google before adding a new website to its directory.
(b) Purchase Google's SEO software.
(c) Purchase AdSense from Google.
(d) Send all website information to Google for approval before publishing it to the Internet.

Short Answer Questions

1. What is the example given of a small online business that is driving most of the Internet revenue?

2. Bringing the major themes of the entire book together, Battelle summarizes Internet search in what way?

3. What does "SEO" stand for?

4. What position does Tim Armstrong have when he says that "search turns a cost center into a profit center"?

5. Who creates "The Tablets?"

(see the answer keys)

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