1. What is the example given of a small online business that is driving most of the Internet revenue?
(a) Neil Monteford's online book store.
(b) Neil Montague's online hobby store.
(c) Neil Moncreit's online furniture store.
(d) Neil Moncrief's online shoe store.

2. What event is discussed in Chapter 1 as having indicated a change in American culture?
(a) The start of the new millennium in January 2000.
(b) The terrorist attacks of 2001.
(c) The creation of a super highway of information, called the Internet.
(d) The invention of the computer.

3. From which fields of doctoral candidates does Battelle think will use the database as a research tool?
(a) Mathematics, history, and archeology.
(b) Cultural anthropology, psychology, history, and sociology.
(c) Arts and science, psychology, and pathology.
(d) English, journalism, mathematics, and history.

4. Who does Battelle fear will use clickstream data to abuse the privacy of Internet users?
(a) Other Internet users.
(b) Search engine companies.
(c) Website owners.
(d) The government.

5. Why do Google's paid search ads work better than paid television ads?
(a) Television ads are often missed because people switch channels when they appear, but search ads must be seen when Internet users visit Google.
(b) Using the Internet is a more interactive experience than watching television.
(c) Google has more visitors to its website than television stations have viewers.
(d) Internet users are in search of information and entertainment, while television viewers are mostly in search of only entertainment.