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Can you help me understand this Advertising question?

Executive: We recently ran a set of advertisements in the print version of a travel magazine and on that magazine’s website. We were unable to get any direct information about consumer response to the print ads. However, we found that consumer response to the ads on the website was much more limited than is typical for website ads. We concluded that consumer response to the print ads was probably below par as well.

The executive’s reasoning does which one of the following?

1. bases a prediction of the intensity of a phenomenon on information about the intensity of that phenomenon’s cause
2. uses information about the typical frequency of events of a general kind to draw a conclusion about the probability of a particular event of that kind
3. infers a statistical generalization from claims about a large number of specific instances
4. uses a case in which direct evidence is available to draw a conclusion about an analogous case in which direct evidence is unavailable
5. bases a prediction about future events on facts about recent comparable events