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

2. Google's search engine analyzes how many factors when determining the relevance of the user's keywords?
(a) Less than 50 factors.
(b) More than 100 factors.
(c) Between 50 and 100 factors.
(d) More than 200 factors.

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

4. Who developed the first search engine for the World Wide Web?
(a) Brian Pinkerton.
(b) Matthew Gray.
(c) Alan Emtage.
(d) John Battelle.

5. IdeaLab initially operates on what theory about developing new business ideas?
(a) Producing products as they are sold to avoid large investments in each new business venture.
(b) Marketing business ideas exclusively online where startup costs are much lower than offline ones.
(c) Assembling one team to start new businesses, and reducing the time and work involved with assembling separate teams for each idea.
(d) Strategically placing new business ideas in films to test the reaction of crowds before investing in them.

Short Answer Questions

1. When do Page and Brin adopt Gross' model?

2. What company acquires Overture?

3. The "trail of clicks" that Battelle refers to is recorded for what kind of analysis?

4. What are SERPs?

5. In what year did Alan Emtage create Archie, the first Internet search engine?

Short Essay Questions

1. How does the huge success of Google's pay-per-click campaign lead to a negative reaction from its advertisers?

2. What is the business model that Bill Gross sets up?

3. Briefly describe the Database of Intentions.

4. How do Page and Brin originally try to make money with Google,? What is the result and their subsequent plan?

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

6. What is IdeaLab?

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

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

9. What is PageRank and how does it work?

10. What is the A,B,C,D model of hiring, and how does Google avoid it?

(see the answer keys)

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