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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. Why does Google stop doing traditional brand marketing?

2. GoTo.com is founded on what line of thinking?

3. How long does Schmidt take before understanding the place of a search engine and agreeing with Battelle?

4. When is the first version of Google officially released?

5. What is especially fascinating about the story of how Larry Page and Sergey Brin worked together to create Google?

Short Essay Questions

1. What is the A,B,C,D model of hiring, and how does Google avoid it?

2. What is IdeaLab?

3. What does a crawler do?

4. What was the reasoning behind BackRub for Larry Page and Sergey Brin?

5. Describe the rise and fall of IdeaLab.

6. How does Battelle compare the computers on Star Trek to the search engine model in Chapter 1?

7. What is PageRank and how does it work?

8. What is the concept behind "paid search?"

9. Explain the origin of the "Google" name and why it was chosen.

10. How do Page and Brin originally try to make money with Google,? What is the result and their subsequent plan?

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

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

It has often been stated that to understand where something is going, you must first understand where it has been. Now that you know the history of Google and Internet search, take some time to write about where you think the future of search engines is headed. In your opinion, is it a good future? Why or why not? How about the Internet in general? What possibility might lie ahead for online information processing? Finally, which areas of life are we likely to see Internet search expand to next?

(see the answer keys)

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