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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. Why was the WebCrawler so unique?
(a) It transferred files directly to a specified computer.
(b) It allowed Internet users access to both search engines, Archie and Veronica.
(c) It was responsible for organizing all of the websites in the database.
(d) It could index the full text of Web documents instead of just titles.

2. Which one of the following does not represent one of the pieces of information that the database should be analyzing to sell to clients?
(a) The products and services that Internet users are buying.
(b) The products and services that Internet users are avoiding.
(c) The products and services that Internet users are offering.
(d) The products and services that Internet users are planning to buy.

3. What is the main idea behind the original concept of Google?
(a) To develop a search engine that can interpret the active search tendencies of its users.
(b) To locate websites that provide the most text per page.
(c) To eliminate any websites from the search results that do not include at least 50 percent of relevant information to the keywords.
(d) To rank websites by importance as they lead back to a single Web page.

4. What is the core technology that supplied an algorithm for the order of websites?
(a) PageRank.
(b) PageVolume.
(c) PageListing.
(d) PageSort.

5. What does Susan Wojcicki rent to Page and Brin for them to use to develop further technology?
(a) A garage.
(b) A computer lab.
(c) A room in her house.
(d) An office building.

Short Answer Questions

1. How much funding do Page and Brin receive from Andy Bechtolsheim?

2. What strategy do Brin and marketing associates employ to bring in venture capital?

3. Why does the press reject GoTo.com's business plan?

4. What causes many advertisers to have a negative view of Google?

5. What angers webmasters in the early stages of Google?

Short Essay Questions

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

2. Describe the rise and fall of IdeaLab.

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

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

5. Describe what happens when Google tries traditional brand marketing in 1999 and what form of public relations Google replaces it with.

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

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

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

9. What was significant about AltaVista.com when it was released in 1995?

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

(see the answer keys)

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