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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 Battelle find along with the piece of writing he discovers?
(a) A warning.
(b) The translated text.
(c) An early writing utensil.
(d) Illustrations.

2. Battelle speculates that eventually anything of value may have identification tags to track them, including which of the following?
(a) Children and pets.
(b) Children, pets, and senior citizens.
(c) Children and senior citizens.
(d) Pets and senior citizens.

3. According to Battelle, what two entities are public companies held accountable to?
(a) Its leaders and shareholders.
(b) Its customers and employees.
(c) Its advertisers and customers.
(d) Its competitors and shareholders.

4. What is the example given of a small online business that is driving most of the Internet revenue?
(a) Neil Monteford's online book store.
(b) Neil Moncrief's online shoe store.
(c) Neil Montague's online hobby store.
(d) Neil Moncreit's online furniture store.

5. Which company's WebFountain project attempts to create a semantic Web for large corporations?
(a) IBM.
(b) AT&T.
(c) Microsoft.
(d) Hewlett Packard.

Short Answer Questions

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

2. Yahoo has a philosophy that places what above technology?

3. What does Battelle think is vital to effective advertising, either on the Internet or other forms of media?

4. What is Battelle's concern with Google's motto?

5. What does Google do to offend Wall Street?

Short Essay Questions

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

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

3. What are some examples of options that Google offers to help businesses work within its new system to recover lost business?

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

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

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

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

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

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

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

(see the answer keys)

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