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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 is clickstream data so important to search engines?
(a) It gives them the total number of clicks to a website so they can charge that particular website accordingly.
(b) It tells them how often people use the Internet.
(c) It helps them analyze the preferences of Internet users to present them with effective advertising.
(d) It provides them with the personal ISP number for Internet users, which is used to contact them in the future.

2. For what does Gross start charging advertisers?
(a) Keywords.
(b) The number of Internet users who view their ads.
(c) A guaranteed number of visitors to their website per day.
(d) Ad space located at the top of the Web page.

3. What is it about the computers on Star Trek that Battelle would like to see become a reality?
(a) Their compassion for the human race.
(b) Their elevated intelligence and ability to think and act on their own.
(c) The interaction between people and computers.
(d) The ability to control and coordinate transportation.

4. What was the main problem with the way early Internet users were accessing files?
(a) The files took too long to download after they were located.
(b) They didn't have the training necessary to access the files correctly.
(c) It required a technical knowledge of advanced computer language.
(d) They had to know the exact IP or DNS.

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

Short Answer Questions

1. In his original vision for a Database of Intentions, what does Battelle see the database being built with?

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

3. With which well-known director does Gross create IdeaLab, a company where his ideas can be put into action?

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

5. What is the precursor to Google called when Page and Brin create it at Stanford University?

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 IdeaLab?

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

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

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

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

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

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

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

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

(see the answer keys)

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