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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 does Mark Maughan do that Battelle finds worth noting?
(a) He is the first victim of online identity theft.
(b) He is the first person to be banned from Google's search engine.
(c) He illegally gains unrestricted access to Google's main servers.
(d) He files a lawsuit against Google.

2. What position is Shona Brown hired for?
(a) Vice President of Business Operations.
(b) Director of Communications.
(c) Accounts Supervisor.
(d) President of Corporate Affairs.

3. What is one option of how the Internet could interact with DVR (Digital Video Recording) viewers?
(a) By sending personalized ads to the viewers based on their online preferences.
(b) By making it possible to view the Internet on a television set through the use of DVR technology.
(c) By using the Internet to automatically edit out commercials or other content from television shows recorded on a DVR.
(d) By enabling a search engine for all recorded television shows.

4. How does Battelle state the question needs to be formed to achieve the desired results?
(a) With as much detail as possible.
(b) In the shortest way possible.
(c) In an average of five words.
(d) Just right.

5. What does Google try to offer as a way to solve the major problems websites are having with its search engine?
(a) An apology.
(b) A refund for all businesses that were affected.
(c) A set of webmaster guidelines for the best SEO practices.
(d) A detailed report of exactly how and why the problem occurred.

Short Answer Questions

1. What is the "SEC?"

2. What does "GDS" stand for?

3. What is "click fraud"?

4. Where is a website's SEO primarily used?

5. How many examples does Battelle give of U.S. citizens having their privacy rights violated as a result of the Patriot Act?

Short Essay Questions

1. What are the two important facts about search that Battelle's story illustrates in Chapter 12?

2. What is Google's motto and what is Battelle's opinion on it?

3. How does Battelle's personal story, as told in Chapter 12, lead him to an important discovery?

4. Briefly describe some of the troubles Google experiences during the months before becoming a public company.

5. What are some of the concerns outlined in Chapter 8 about privacy and Internet search?

6. What is click fraud and how does it affect search businesses?

7. Explain why Google's paid search ads are more effective than traditional forms of advertising, such as radio, television, etc.

8. Describe the main difference in the way Google and Yahoo approach Internet search.

9. How does an algorithm tweak on Google's part inadvertently hurt many online businesses in 2003?

10. How can clickstream analysis lead to the further development of search?

(see the answer keys)

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