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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. As mentioned in Chapter 10, how many employees does Google plan to have in the next few years?
(a) Fifteen times as many.
(b) The same amount.
(c) Ten times as many.
(d) Half as many.

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

3. Bringing the major themes of the entire book together, Battelle summarizes Internet search in what way?
(a) It is a powerful tool for research and discovery.
(b) It is the best form of accessing information ever invented.
(c) It has done just as much harm to Internet users as good.
(d) It is the future of information retrieval.

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

5. What has Yahoo learned that Google has not up until this point?
(a) How to restructure a company when necessary.
(b) How to work with business partners.
(c) How to use the stock market to the company's advantage.
(d) How to prioritize tasks within a business model.

Short Answer Questions

1. Regulation requires that a company must report as if it were public when it has how many employees?

2. By trying to stop search spammers in 2003, what does Google inadvertently do?

3. What is one way for a website to avoid being banned from Google's index?

4. Battelle's examples are based on what Internet function?

5. What is special about the Google ads that appear next to emails?

Short Essay Questions

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

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

3. 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?

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

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

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

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

8. Describe the confusion Internet users have with Google's email and why they feel their privacy is being violated.

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

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

(see the answer keys)

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