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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. Which search engine does Battelle focus on the most for his story?
(a) Google.
(b) MSN.
(c) Overture.
(d) Yahoo.

2. As Google expands, Page and Brin focus on what important area?
(a) New product development.
(b) Media exposure.
(c) Hiring additional employees.
(d) Rebranding the company with a new motto.

3. Which of the following is not an example given of an outside device that might incorporate search in the future?
(a) Automobiles.
(b) Telephones.
(c) Stereos.
(d) Appliances.

4. Why do Google's paid search ads work better than paid television ads?
(a) Google has more visitors to its website than television stations have viewers.
(b) Internet users are in search of information and entertainment, while television viewers are mostly in search of only entertainment.
(c) Using the Internet is a more interactive experience than watching television.
(d) Television ads are often missed because people switch channels when they appear, but search ads must be seen when Internet users visit Google.

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

Short Answer Questions

1. What is the drawback of the Internet that Battelle discusses at the beginning of Chapter 8?

2. What position does Tim Armstrong have when he says that "search turns a cost center into a profit center"?

3. Which type of search results do illegitimate spammers try to infiltrate the most?

4. What is the major difference between Google and Yahoo at this point?

5. Battelle speculates that eventually anything of value may have identification tags to track them, including which of the following?

Short Essay Questions

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

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

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

4. Why isn't Google interested in going public and selling shares of the company during its first few years?

5. What eventually leads Google to begin selling stock in the company?

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

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

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

9. 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?

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

(see the answer keys)

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