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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 are "The Tablets?"
(a) Detailed employee protocol when dealing with the media or press.
(b) Ten ideas for expanding the company in different directions.
(c) A declaration of the company's principals and values.
(d) A set of new regulations that the company must follow based on SEC rulings.

2. 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 rapid increase in users or viewers.
(c) Name recognition.
(d) A product that appeals to as many different demographics as possible.

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

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

5. Google's association with what country signals the potential for the company to compromise its values?
(a) Germany.
(b) China.
(c) France.
(d) Russia.

Short Answer Questions

1. Which discovery leads Battelle to contemplate the Internet's role in life?

2. What is "click fraud"?

3. In what month of 2004 does Google file its IPO?

4. How many examples does Battelle give of U.S. citizens having their privacy rights violated as a result of the Patriot Act?

5. As mentioned in Chapter 10, how many employees does Google plan to have in the next few years?

Short Essay Questions

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

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

3. Describe the main difference in the way Google and Yahoo approach Internet search.

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

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

6. 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.

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

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

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

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

(see the answer keys)

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