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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. Battelle's examples are based on what Internet function?

2. Which company's news and legal citation services are not allowed to use search?

3. Bringing the major themes of the entire book together, Battelle summarizes Internet search in what way?

4. What is the advantage of having an effective question?

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

Short Essay Questions

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

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

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

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

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

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

7. What part of Larry Page's letter offends Wall Street and why? To whom was the letter addressed?

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

9. 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.

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

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

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.

Essay Topic 2

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 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)

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