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

2. Which discovery leads Battelle to contemplate the Internet's role in life?

3. What is one way for a website to avoid being banned from Google's index?

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

5. What does Battelle think is vital to effective advertising, either on the Internet or other forms of media?

Short Essay Questions

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

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

3. What eventually leads Google to begin selling stock in the company?

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

5. Explain why Google's paid search ads are more effective than traditional forms of advertising, such as radio, television, etc.

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

7. 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.

8. Why isn't Google interested in going public and selling shares of the company during its first few years?

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

10. Describe Battelle's notion of the everlasting impact of search that he explores in Chapter 12.

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

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

It has often been stated that to understand where something is going, you must first understand where it has been. Now that you know the history of Google and Internet search, take some time to write about where you think the future of search engines is headed. In your opinion, is it a good future? Why or why not? How about the Internet in general? What possibility might lie ahead for online information processing? Finally, which areas of life are we likely to see Internet search expand to next?

(see the answer keys)

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