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 is Battelle's concern with Google's motto?

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

3. Yahoo has a philosophy that places what above technology?

4. In one example that is cited, what does a son learn about his mother from an Internet search that causes the two to stop talking?

5. What are "The Tablets?"

Short Essay Questions

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

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

3. 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?

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

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

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

7. Describe the confusion Internet users have with Google's email and why they feel their privacy is being violated.

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

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

10. How does Battelle's personal story, as told in Chapter 12, lead him to an important discovery?

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

Using the time line and information provided in the book, explain in detail the history of the search engine, leading up to Google, including the roles of Archie, Veronica, AltaVista, WebCrawler, Wanderer, Excite, and Lycos. Your explanation should be in chronological order explaining how each company affected the overall development of Internet search.

Essay Topic 2

The Search is a story with a lot of creativity and innovation. It shows how people and companies can do things that may not make sense at the time but end up having an amazing impact. An example of this is Google's choice of marketing. As we now know, Google's first attempt at traditional marketing did not work and was not as effective as it would have hoped, mainly because of the cost involved. Could Google have designed its ads any differently to make them more effective?

1) Create an ad campaign for a brand new search engine using the information about Google provided in the book. Make the campaign for radio, television, or another offline media.

2) Next, describe the method Google eventually uses to market the company. Why was this method so groundbreaking at the time? What was it doing that was unheard of?

3) Now, compare your ad campaign with the approach Google created. Which one do you feel would be more effective? Why?

Essay Topic 3

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.

(see the answer keys)

This section contains 1,189 words (approx. 4 pages at 300 words per page) View a FREE sample