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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 is Battelle's central focus in Chapter 2?
(a) To describe the process a search engine goes through to track Internet users.
(b) To explain how search engines work, when and why they are used, and how many people use them.
(c) To explain the history of the Internet and why searches account for the largest percentage of Internet use.
(d) To detail the beginning of search engines.

2. What alternative search engine did Dr. Michael Mauldin create in 1994?
(a) Lycos.
(b) Metacrawler.com.
(c) Ask.com.
(d) Excite.

3. What public relations idea does Google try after brand marketing, making it the only company not to spend any money on marketing?
(a) Offering a free gift to every one-thousandth site visitor.
(b) Working with the press to release stories.
(c) Giving away a certain number of advertising spaces.
(d) Doing a series of radio interviews across the country.

4. What Palo Alto street does Google relocate to after outgrowing its current location in 1999?
(a) Cherry Street.
(b) Brookdale Avenue.
(c) Fifth Street.
(d) University Avenue.

5. In the A, B, C, D hiring model, which type of employees do "A grade" employees tend to hire?
(a) Other A grade employees.
(b) C grade employees.
(c) D grade employees.
(d) B grade employees.

Short Answer Questions

1. Google's search engine analyzes how many factors when determining the relevance of the user's keywords?

2. Where did Monier end up working after AltaVista was sold and reworked?

3. As of the first quarter of 2005, what does Google have 51 percent of?

4. How does Google attempt to avoid the costly hiring spiral?

5. What happens when Page tries to sell Google to other Internet companies?

Short Essay Questions

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

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

3. What does a crawler do?

4. In Chapter 2, what is the general reason given that people use online search engines?

5. What is IdeaLab?

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

7. What is the story of how Jerry Yang and David Filo created Yahoo and what were their original motives?

8. How does the rapid growth of the search industry lead to huge profit increases for the Internet companies?

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

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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