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This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

1. What three elements does Google now possess to control its own destiny and profit?
(a) Advertisers willing to pay high rates, a search engine, and the ability to generate its own traffic.
(b) A search engine, a paid search network, and the ability to generate its own traffic.
(c) Tracking technology to detect the preferences of Internet users, a search engine, and a commission for all sales generated from ads.
(d) A search engine, a database with the most websites, and the largest number of Internet users.

2. How does Google attempt to avoid the costly hiring spiral?
(a) It begins hiring only people their employees personally know.
(b) It has prospective employees go through an extensive series of interviews set up by committees.
(c) It consider hiring only those employees with a proven track record with other companies.
(d) It interviews people on a limited referral basis.

3. How do search engines generate income from advertisers?
(a) They charge a listing fee for businesses to rank higher in search directories.
(b) They charge advertisers a flat rate per month for their ad space.
(c) They collect a fee based on the amount of times an ad is displayed in search results.
(d) They receive a pay-per-click fee when a user responds to an ad.

4. Why does Page need Brin to build Google?
(a) The site was based on a graph that required Brin's mathematical skills to make a reality.
(b) Page did not have a background in computers.
(c) Brin had the financial capability to provide the necessary funding for the project.
(d) Brin worked for a company that designed websites.

5. What is the most troubling aspect of information being collected on the Internet?
(a) Internet users are unaware that their personal information is being transmitted.
(b) There are few laws detailing what search engines can or cannot do with the information they collect.
(c) The data can be reproduced and sold to the highest bidder.
(d) It has not been determined who owns the data.

Short Answer Questions

1. What is an IP (Internet Protocol)?

2. How much time passes for Google to go from next to nothing to earning over $4 billion in revenue?

3. What does Susan Wojcicki rent to Page and Brin for them to use to develop further technology?

4. Which one of the following does not represent one of the pieces of information that the database should be analyzing to sell to clients?

5. Before changing to Yahoo in 1995, what was the original name given to the search engine in 1994 by creators, Jerry Yang and David Filo?

Short Essay Questions

1. How did Veronica differ from Archie as a search engine?

2. What is PageRank and how does it work?

3. How is Brian Pinkerton's invention, WebCrawler, unique?

4. Explain the origin of the "Google" name and why it was chosen.

5. What is an example of a company or website that uses clickstream analysis? How does this company or website use it?

6. What is the key ingredient of GoTo.com that Google adopts to propel it towards success?

7. Describe the rise and fall of IdeaLab.

8. Describe the key role that Sergey Brin played in the development of Larry Page's model.

9. Explain the breakdown in searches between information and entertainment in the U.S. and a possible reason for it.

10. What eventually causes Google to use Bill Gross' model of advertising?

(see the answer keys)

This section contains 1,086 words (approx. 4 pages at 300 words per page) View a FREE sample