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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 company's news and legal citation services are not allowed to use search?
(a) Yahoo.
(b) CNN.
(c) Microsoft.
(d) LexisNexis.

2. What is the stated goal of almost every major search player?
(a) To steer Internet users to buy products from the ads listed in their search pages.
(b) To provide the fastest possible response time for search returns.
(c) To find the exact answer to a question, recommending one source over another.
(d) To learn the individual habits for each user and use them to increase profits.

3. Where does the most pressure come from for Google to sell stocks?
(a) The media.
(b) Advertisers.
(c) Other Internet companies.
(d) The company's venture capital investors.

4. Who would the "perfect search" work similarly to?
(a) A mechanic.
(b) A teacher.
(c) A reference librarian.
(d) A salesperson.

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

Short Answer Questions

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

2. As Google expands, Page and Brin focus on what important area?

3. What question does the Florida Supreme Court attempt to answer in 2003?

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

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

Short Essay Questions

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

2. Explain the semantic Web, its original use, and an example of how it could be adapted for larger applications.

3. 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.

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

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

6. 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?

7. Describe Battelle's notion of the everlasting impact of search that he explores in Chapter 12.

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

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

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

(see the answer keys)

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