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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 one area where Google might be able to use the semantic Web idea?
(a) A blog.
(b) Search.
(c) Advertising.
(d) Its main database.

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

3. What new role does Eric Schmidt take on as Google grows?
(a) The daily management routines.
(b) Overseeing the company's advertising campaigns.
(c) Human Resources Manager.
(d) Securing additional capital investments.

4. By trying to stop search spammers in 2003, what does Google inadvertently do?
(a) Removes all ads from their Web pages.
(b) Reverses the order of websites listed in search results.
(c) Removes many small businesses from their top places in the search result pages.
(d) Prevents any new websites from being listed in their database.

5. What is Google criticized for by the financial press?
(a) The amount of time it took for the company to go public.
(b) The lawsuits filed against the company.
(c) The number of employees the company has.
(d) The range of its stock prices.

Short Answer Questions

1. What has Yahoo learned that Google has not up until this point?

2. Why do Google's paid search ads work better than paid television ads?

3. What are "The Tablets?"

4. In what month of 2004 does Google file its IPO?

5. What does Battelle find along with the piece of writing he discovers?

Short Essay Questions

1. Briefly describe why certain places are intentionally kept away from search access, and give one example.

2. Describe the two things that Google does to meet the challenges of its rapid growth, specifically the person it hires and what Larry Page and Sergey Brin create to guide the company.

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

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

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

6. As explained in Chapter 11, what is the "perfect search" and what is the stated goal of the major search companies?

7. Considering everything discussed throughout all of the chapters, do you think that the original vision for the Database of Intentions has been realized? Why or why not?

8. What part of Larry Page's letter offends Wall Street and why? To whom was the letter addressed?

9. What business practice discussed in Chapter 8 might be perceived as an abandonment of Google's motto?

10. Explain the peculiar characteristics surrounding the way Google grows, citing examples of Larry Page and Sergey Brin's odd culture and the reaction it might generate.

(see the answer keys)

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