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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. After the Internet bubble bursts and capital investments for new Internet companies shrink, what happens to Overture?

2. What happens when Page tries to sell Google to other Internet companies?

3. What three elements does Google now possess to control its own destiny and profit?

4. With which well-known director does Gross create IdeaLab, a company where his ideas can be put into action?

5. The basic model of a search engine has remained largely unchanged since when?

Short Essay Questions

1. Explain the origin of the "Google" name and why it was chosen.

2. What is the A,B,C,D model of hiring, and how does Google avoid it?

3. Why do some believe that clickstream analysis technology could potentially be dangerous?

4. What is an example of a company or website that uses clickstream analysis? How does this company or website use it?

5. What is the business model that Bill Gross sets up?

6. What is the story of how Jerry Yang and David Filo created Yahoo and what were their original motives?

7. How do Page and Brin originally try to make money with Google,? What is the result and their subsequent plan?

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

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

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

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

The Search is about the vision of a Database of Intentions and the evolution of Internet search.

Part 1) Describe Google's intention at the beginning and whether it changes throughout the company's development. How did it change? How did it stay the same?

Part 2) Is Google's intention realized? Why or why not? Use examples from the book to support your analysis.

Essay Topic 2

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?

Essay Topic 3

Understanding trends of Internet users is a key part to the success of a search engine, and Battelle talks about habits, preferences, and intent.

1) Describe the trends detailed in the book, such as countries that use Internet search, how much they use it, the times of the day Internet search is used the most, etc. Include the possible reasons for these trends and use data from the book to support your description and analysis.

2) Explain how the trends described above are used to customize the user's online experience with search and advertising. What makes this an effective marketing strategy?

(see the answer keys)

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