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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 2, Who, What, Where, Why, When, and How (Much).

Multiple Choice Questions

1. The basic model of a search engine has remained largely unchanged since when?
(a) The 1990s.
(b) The 1970s.
(c) The year 2000.
(d) The 1980s.

2. Which one of the following does not represent one of the pieces of information that the database should be analyzing to sell to clients?
(a) The products and services that Internet users are planning to buy.
(b) The products and services that Internet users are avoiding.
(c) The products and services that Internet users are offering.
(d) The products and services that Internet users are buying.

3. How many searches does the rest of the world perform compared to U.S. Internet users?
(a) Three times as many.
(b) Five times as many.
(c) Twice as many.
(d) Less than half as many.

4. What is the average response rate for paid ads on Google or Yahoo?
(a) 13 to 14 percent.
(b) Less than 10 percent.
(c) More than 20 percent.
(d) 15 to 20 percent.

5. Google's search engine analyzes how many factors when determining the relevance of the user's keywords?
(a) More than 100 factors.
(b) Between 50 and 100 factors.
(c) Less than 50 factors.
(d) More than 200 factors.

Short Answer Questions

1. What does "URL" stand for?

2. According to the 2004 research paper, how often do 85 percent of U.S. users perform Internet searches?

3. What two examples are listed as popular clickstream analysis?

4. The estimated growth of the search engine industry is expected to reach $23 billion by what year?

5. What event is discussed in Chapter 1 as having indicated a change in American culture?

(see the answer key)

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