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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 Google do to offend Wall Street?
(a) It sells its shares for less than market value.
(b) It declares that it does not intend to become a conventional company.
(c) It sells its shares for twice the market value.
(d) It refuses to attend several stock market events.

2. As Google expands, Page and Brin focus on what important area?
(a) Rebranding the company with a new motto.
(b) Media exposure.
(c) New product development.
(d) Hiring additional employees.

3. Which of the following is not an example given of an outside device that might incorporate search in the future?
(a) Automobiles.
(b) Appliances.
(c) Telephones.
(d) Stereos.

4. Who creates "The Tablets?"
(a) Shona Brown.
(b) Larry Page.
(c) Larry Page and Sergey Brin.
(d) Sergey Brin.

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

Short Answer Questions

1. What is the major difference between Google and Yahoo at this point?

2. What is the stated goal of almost every major search player?

3. What do Internet users fear Google is doing to invade their privacy?

4. Which company's WebFountain project attempts to create a semantic Web for large corporations?

5. What year does Google finally decide to go public and sell company stock?

Short Essay Questions

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

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

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

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

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

6. As explained in Chapter 11, what is the "perfect search" and what is the stated goal of the major search companies?

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

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

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

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

(see the answer keys)

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