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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. According to Battelle, what two entities are public companies held accountable to?

2. During the months leading up to the stock opening, what does a former senior manager file a lawsuit against the company for?

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

4. Why might having three corporate leaders in a company be seen negatively on Wall Street?

5. What notion does Battelle use in his story?

Short Essay Questions

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

2. Considering everything discussed throughout all of the chapters, do you think that the original vision for the Database of Intentions has been realized? Why or why not?

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

4. What are some of the challenges mentioned in Chapter 10 that Google faces as it continues to grow?

5. How does an algorithm tweak on Google's part inadvertently hurt many online businesses in 2003?

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

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

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

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

10. 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.

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

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 2

Explain how a search engine works. Be sure to include the most important parts and their role. Use examples from the book as a reference for each part's contribution. Also, include dates or general time frames where applicable, displaying the order of how each part was introduced, its original purpose, and whether it has maintained that purpose.

Essay Topic 3

1) Looking at the original design for Internet search and seeing it implemented, do you think that society is better off for having it? Use situations from the book to explain why or why not, including the ways the Internet in general has made life easier and the ways it has been misused. The points should tie back in with your main position of the overall effect online search has on society being either positive or negative.

2) Use the technology advances and discoveries in the book to determine how influential it is becoming. Is there too much technology in the world, not enough, or just the right amount? Is it progressing at the right pace, too fast, or not fast enough?

(see the answer keys)

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