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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) Illustrations.
(b) A warning.
(c) An early writing utensil.
(d) The translated text.

2. What part of the University of California is intentionally denied access to search?
(a) The guidance offices.
(b) The computer lab.
(c) The library system.
(d) The Arts and Sciences Building.

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

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

5. Which discovery leads Battelle to contemplate the Internet's role in life?
(a) The oldest written story.
(b) The shortest written novel.
(c) The longest written novel.
(d) The oldest written poem.

6. 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 enabling a search engine for all recorded television shows.
(c) By sending personalized ads to the viewers based on their online preferences.
(d) By making it possible to view the Internet on a television set through the use of DVR technology.

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

8. 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) 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) Television ads are often missed because people switch channels when they appear, but search ads must be seen when Internet users visit Google.

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

10. What date does Google's stock officially open on the NASDAQ?
(a) August 19.
(b) October 30.
(c) September 8.
(d) November 24.

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

12. What specific topic from previous chapters does Battelle talk about in illustrating his examples?
(a) Keywords.
(b) Clickstream analysis.
(c) Paid search.
(d) Internet lawsuits.

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

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

15. 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) Two.
(c) Four.
(d) Zero.

Short Answer Questions

1. In one example that is cited, what does a son learn about his mother from an Internet search that causes the two to stop talking?

2. What is the "SEC?"

3. What are "The Tablets?"

4. Why does Google decide not to sell stock during its first few years?

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

(see the answer keys)

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