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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 especially fascinating about the story of how Larry Page and Sergey Brin worked together to create Google?
(a) They were both best friends before they were business partners, which is why they were successful.
(b) Neither one of them had actually used a computer before they met and decided to create a search engine.
(c) Most of their friends and associates did not believe in their idea and tried to discourage them from pursuing it, but they did not listen.
(d) They did not like each other at first, but both become business partners out of their common interest in building something useful.

2. After the Internet bubble bursts and capital investments for new Internet companies shrink, what happens to Overture?
(a) It is the only company to remain after the burst.
(b) It enters into a merger with Google.
(c) It is driven out of business.
(d) It is sold to the highest bidder.

3. Gross designs the precursor to Overture, GoTo.com, for what specific purpose?
(a) To compete with the Google search engine.
(b) To become the fastest search engine on the Internet.
(c) To become the first search engine that charges Internet users for its use.
(d) To remove spam from search results.

4. In his original vision for a Database of Intentions, what does Battelle see the database being built with?
(a) The most visited websites on the Internet.
(b) A collection of stores that offered online services.
(c) Names and addresses of Internet users.
(d) Popular search terms.

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

Short Answer Questions

1. What two examples are listed as popular clickstream analysis?

2. In what year was the worldwide average at 550 million searches per day?

3. Why was AltaVista.com groundbreaking?

4. When is the first version of Google officially released?

5. Why did Eric Schmidt initially disagree with Battelle in the potential of search engines to be used in gathering information?

Short Essay Questions

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

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

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

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

5. What is Bill Gross' intent when he introduces GoTo.com?

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

7. What is PageRank and how does it work?

8. What is IdeaLab?

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

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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