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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. What do Internet users fear Google is doing to invade their privacy?

2. What part of the University of California is intentionally denied access to search?

3. 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?

4. What is the "SEC?"

5. What position is Shona Brown hired for?

Short Essay Questions

1. What is Google's motto and what is Battelle's opinion on it?

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

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

5. What are some of the concerns outlined in Chapter 8 about privacy and Internet search?

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

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

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

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

10. Explain the peculiar characteristics surrounding the way Google grows, citing examples of Larry Page and Sergey Brin's odd culture and the reaction it might generate.

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

The importance of customer service is brought to the forefront of the Google story as a miscalculation costs their advertisers a substantial amount of business. Explain why Google made the miscalculation, what it was, and the devastating results of it. Why was timing an issue? Also, do you prefer a faster and automated approach to doing business, or a more traditional one focusing on client interaction? Does the business or product make a difference? Be sure to use specific examples to support your answers.

Essay Topic 2

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?

Essay Topic 3

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?

(see the answer keys)

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