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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. What new role does Eric Schmidt take on as Google grows?

2. What position does Tim Armstrong have when he says that "search turns a cost center into a profit center"?

3. As Google expands, Page and Brin focus on what important area?

4. What specific topic from previous chapters does Battelle talk about in illustrating his examples?

5. What is the advantage of having an effective question?

Short Essay Questions

1. How does Battelle's personal story, as told in Chapter 12, lead him to an important discovery?

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

3. As explained in Chapter 11, what is the "perfect search" and what is the stated goal of the major search companies?

4. What are some of the challenges mentioned in Chapter 10 that Google faces as it continues to grow?

5. Describe Battelle's notion of the everlasting impact of search that he explores in Chapter 12.

6. Considering everything discussed throughout all of the chapters, do you think that the original vision for the Database of Intentions has been realized? Why or why not?

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

8. What eventually leads Google to begin selling stock in the company?

9. What business practice discussed in Chapter 8 might be perceived as an abandonment of Google's motto?

10. What are some examples of options that Google offers to help businesses work within its new system to recover lost business?

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

What did the book teach you about Wall Street and the stock market in general? Did it change your views on them? If so, in what ways? What specific things from the book did you learn that you did not know about Wall Street, the stock market, the way companies go public, or the way they sell stocks?

Essay Topic 2

Imagine the Internet without the World Wide Web. What would search be like? Would people still be using it today? Would it have grown in other directions without the World Wide Web to connect everything?

1) Answering the questions above, describe what a world without the World Wide Web would be like and how the Internet might have developed in other ways without it. Focus on the Internet in general and Internet search, including what it might be like, how it might be used, and if it would be as widely used, along with reasons for why or why not.

2) By order of importance, explain the major contributions of the World Wide Web to Internet search. What is possible because of it? Why was it so important to the Internet's evolution in general?

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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