The Search Test | Mid-Book Test - Hard

John Battelle
This set of Lesson Plans consists of approximately 166 pages of tests, essay questions, lessons, and other teaching materials.

The Search Test | Mid-Book Test - Hard

John Battelle
This set of Lesson Plans consists of approximately 166 pages of tests, essay questions, lessons, and other teaching materials.
Buy The Search Lesson Plans
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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 do advertisers like Gross' marketing system?

2. What does Gross file a lawsuit against Google for?

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

4. What percentage of search growth occurs in the U.S.?

5. How does Google try to be "less evil" than Overture?

Short Essay Questions

1. Explain the breakdown in searches between information and entertainment in the U.S. and a possible reason for it.

2. What does a crawler do?

3. Why do some believe that clickstream analysis technology could potentially be dangerous?

4. In Chapter 2, what is the general reason given that people use online search engines?

5. What is PageRank and how does it work?

6. How does the huge success of Google's pay-per-click campaign lead to a negative reaction from its advertisers?

7. What does Google call its pay-per-click program, and what does Google combine it with to get the edge over other search engines?

8. What are some of the problems Page and Brin encounter with webmasters after setting up the early stages of their search engine?

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

10. Briefly describe the Database of Intentions.

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

Google's motto stirs up a lot of controversy and many feel it is both unrealistic and hypocritical. Using the information in the book, explain the reasoning behind both of those criticisms. Also speculate on why Google chose this motto. In a broader sense of advertising, do you think that controversy is a good because of the attention it attracts? If you owned a company, would you use a controversial motto? Why or why not? What are some of the advantages and disadvantages of a controversial campaign or motto?

Essay Topic 2

Explain how a search engine works. Be sure to include the most important parts and their role. Use examples from the book as a reference for each part's contribution. Also, include dates or general time frames where applicable, displaying the order of how each part was introduced, its original purpose, and whether it has maintained that purpose.

Essay Topic 3

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.

(see the answer keys)

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