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This test consists of 5 short answer questions, 10 short essay questions, and 1 (of 3) essay topics.

Short Answer Questions

1. What does Gross file a lawsuit against Google for?

2. How is the intelligence coded to speed up and refine a search for Internet users?

3. What is the precursor to Google called when Page and Brin create it at Stanford University?

4. Before changing to Yahoo in 1995, what was the original name given to the search engine in 1994 by creators, Jerry Yang and David Filo?

5. After a series of company takeovers, Yahoo eventually acquired AltaVista and used it as what feature for their website?

Short Essay Questions

1. In Chapter 3, who does Battelle say mainly used the Internet in its earliest days and why?

2. How is Brian Pinkerton's invention, WebCrawler, unique?

3. Briefly describe the Database of Intentions.

4. What is PageRank and how does it work?

5. What is the key ingredient of GoTo.com that Google adopts to propel it towards success?

6. What was the reasoning behind BackRub for Larry Page and Sergey Brin?

7. Explain the breakdown in searches between information and entertainment in the U.S. and a possible reason for it.

8. Describe the rise and fall of IdeaLab.

9. How do search engines determine the relevance of the websites they include in the search engine return pages?

10. Describe the key role that Sergey Brin played in the development of Larry Page's model.

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

Government regulation becomes an issue as Internet users begin to worry about their privacy and the type of information that is now available. Describe the problems they are having with email and security. How does negative information factor in? Is all information useful in some way, or should certain types be kept private? Do you think the government's role in Internet regulation should be limited or expanded? In what ways? Explain the positive and negative uses of information found online. Use examples from the book and your own experiences if applicable.

Essay Topic 2

If you were starting a business, would you design your advertising to be online or with traditional forms/other media? Would you use either one form exclusively or both together? Which one would you use more of, or would you use equal amounts? Use the information you learned in the book to describe the different forms of advertising available, both online and offline, and to explain why you would make the choices you outlined above for your business.

Essay Topic 3

What did the book teach you about Wall Street and the stock market in general? Did it change your views on them? If so, in what ways? What specific things from the book did you learn that you did not know about Wall Street, the stock market, the way companies go public, or the way they sell stocks?

(see the answer keys)

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