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

Multiple Choice Questions

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

2. What does the "semantic Web" idea entail?
(a) Web pages are controlled by multiple machines that interpret algorithms.
(b) Web pages are controlled by a central machine that interprets algorithms.
(c) Web pages are tagged with calculus-based strings of logic read by a machine.
(d) Web pages are tagged with algebra-based strings of logic read by a machine.

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

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

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

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

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

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

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

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

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

12. 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 the shortest way possible.
(d) In an average of five words.

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

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

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

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 does Google do to offend Wall Street?

3. What has Yahoo learned that Google has not up until this point?

4. Google's association with what country signals the potential for the company to compromise its values?

5. What date does Google's stock officially open on the NASDAQ?

(see the answer keys)

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