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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 key factor do Page and Brin count on to make their search engine so effective?
(a) Internet users would do twice as many searches on it because of its speed.
(b) The directory would provide more details for each website than any other search engine.
(c) The bigger the World Wide Web became, the better the search engine would function.
(d) Its efficiency would grow with each search performed.

2. When Louis Monier released AltaVista.com to Internet users, what company was he associated with?
(a) Computer Solutions, Inc.
(b) Digital Equipment Corp.
(c) Compaq.
(d) Google.

3. What percentage of search results includes paid ads for Google and Yahoo?
(a) 40 to 50 percent.
(b) 50 to 60 percent.
(c) More than 75 percent.
(d) Less than 40 percent.

4. 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.

5. What angers webmasters in the early stages of Google?
(a) Their websites earn a lower ranking than others.
(b) They cannot find their websites as easily as in other search engines.
(c) They resent the speed at which Google is growing compared to other search engines.
(d) Google is charging a listing fee for websites to be included in its directory.

Short Answer Questions

1. Gross designs the precursor to Overture, GoTo.com, for what specific purpose?

2. What alternative search engine did Dr. Michael Mauldin create in 1994?

3. How many searches does the rest of the world perform compared to U.S. Internet users?

4. What was significant about Veronica?

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

Short Essay Questions

1. Describe the rise and fall of IdeaLab.

2. In Chapter 3, who does Battelle say mainly used the Internet in its earliest days and why?

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

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

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

6. What does Google call its pay-per-click program, and what does Google combine it with to get the edge over other search engines?

7. What is IdeaLab?

8. What is the concept behind "paid search?"

9. How do search engines determine the relevance of the websites they include in the search engine return pages?

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

(see the answer keys)

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