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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 does Google call its paid search market?
(a) Google AdWords.
(b) Google Search Words.
(c) Google Pay-Per-Search.
(d) Google AdClick.

2. What should be the fundamental goal of an Internet search, according the Battelle?
(a) To provide people with information in an efficient way.
(b) To make advertising easier for companies.
(c) To understand the habits of Internet users.
(d) To make people's lives easier.

3. The "trail of clicks" that Battelle refers to is recorded for what kind of analysis?
(a) Statistical analysis.
(b) Future or nearly real-time analysis.
(c) Profitability analysis.
(d) Weekly analysis.

4. What event is discussed in Chapter 1 as having indicated a change in American culture?
(a) The invention of the computer.
(b) The creation of a super highway of information, called the Internet.
(c) The terrorist attacks of 2001.
(d) The start of the new millennium in January 2000.

5. Search traffic typically increases during what two times of the day?
(a) The morning and late afternoon.
(b) The afternoon and evening.
(c) The morning and evening.
(d) The morning and early afternoon.

Short Answer Questions

1. Sixty-five percent of all Internet searches are estimated for what purpose?

2. What was the main problem with the way early Internet users were accessing files?

3. The basic model of a search engine has remained largely unchanged since when?

4. What leads Google to reconnect with Bill Gross and reconsider his business model?

5. What company eventually bought WebCrawler in 1995?

Short Essay Questions

1. What is IdeaLab?

2. Prior to using the pay-per-click system, how was Google running its advertising?

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

4. Explain how a Database of Intentions can be useful to marketing on the Internet.

5. Briefly describe the Database of Intentions.

6. What does a crawler do?

7. Why do some believe that clickstream analysis technology could potentially be dangerous?

8. Describe the basic process of how a search engine works.

9. Briefly explain the benefits of a parallel computing system and how it is applied to Google.

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

(see the answer keys)

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