View a FREE sample

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

Short Answer Questions

1. What are SERPs?

2. Which one of the following does not represent one of the pieces of information that the database should be analyzing to sell to clients?

3. What is the average response rate for paid ads on Google or Yahoo?

4. According to the 2004 research paper, how often do 85 percent of U.S. users perform Internet searches?

5. One month after the new CEO is named, what important event occurs?

Short Essay Questions

1. How did Veronica differ from Archie as a search engine?

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

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

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

5. Prior to using the pay-per-click system, how was Google running its advertising?

6. What is PageRank and how does it work?

7. What does Google call its pay-per-click program, and what does Google combine it with to get the edge over other search engines?

8. What is Bill Gross' intent when he introduces GoTo.com?

9. How does the rapid growth of the search industry lead to huge profit increases for the Internet companies?

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

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

1) Using all of the information in the book about both companies, create two different essays. One will be present a case from Google's perspective while the other will be made from Yahoo's point of view. The main topic is the cultural difference between the companies, specifically their approach to search and the way human elements and technology work.

2) After you have finished both essays, write a short conclusion paragraph explaining which side you agree with more and why.

Essay Topic 2

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?

Essay Topic 3

In your opinion, does Google adopt an arrogant attitude along the way to the company's success? Does its attitude affect the business or how it is perceived? Was the company and its leaders unfairly categorized? Use several examples from the book to explain your opinion. Also, is it natural for successful businesses to have a similar attitude? Why?

(see the answer keys)

This section contains 964 words (approx. 4 pages at 300 words per page) View a FREE sample