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

2. What is the "SEC?"

3. What position is Shona Brown hired for?

4. What is Chapter 12, The Epilogue, centered around?

5. How does Battelle state the question needs to be formed to achieve the desired results?

Short Essay Questions

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

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

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

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

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

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

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

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

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

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

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

The Search is about the vision of a Database of Intentions and the evolution of Internet search.

Part 1) Describe Google's intention at the beginning and whether it changes throughout the company's development. How did it change? How did it stay the same?

Part 2) Is Google's intention realized? Why or why not? Use examples from the book to support your analysis.

Essay Topic 2

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 3

Understanding trends of Internet users is a key part to the success of a search engine, and Battelle talks about habits, preferences, and intent.

1) Describe the trends detailed in the book, such as countries that use Internet search, how much they use it, the times of the day Internet search is used the most, etc. Include the possible reasons for these trends and use data from the book to support your description and analysis.

2) Explain how the trends described above are used to customize the user's online experience with search and advertising. What makes this an effective marketing strategy?

(see the answer keys)

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