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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 think is vital to effective advertising, either on the Internet or other forms of media?
(a) The potential customer's intent.
(b) A product that appeals to as many different demographics as possible.
(c) A rapid increase in users or viewers.
(d) Name recognition.

2. Yahoo has a philosophy that places what above technology?
(a) Vision.
(b) Humans.
(c) Profits.
(d) Leadership.

3. How long does Battelle envision a name being included in a search engine's index?
(a) Until the year 3000.
(b) Until computer technology is replaced.
(c) 100 years.
(d) Forever.

4. What is the "SEC?"
(a) Stock and Exchange Corporation.
(b) Stock and Ecommerce Committee.
(c) Security and Exchange Commission.
(d) Security and Economic Committee.

5. How many examples does Battelle give of U.S. citizens having their privacy rights violated as a result of the Patriot Act?
(a) Two.
(b) Four.
(c) Five.
(d) Zero.

Short Answer Questions

1. Google declares that it will sell $2,718,281,828 shares as a tribute to mathematicians and engineers. What does the number 2,718,281,828 represent?

2. Who creates "The Tablets?"

3. What does Google do to offend Wall Street?

4. What specific topic from previous chapters does Battelle talk about in illustrating his examples?

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

Short Essay Questions

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

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

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

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

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

8. 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.

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

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

(see the answer keys)

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