CMA Cheat Sheet 2026

The 30 highest-yield CMA facts, distilled from real exam questions. Print it, save it as a PDF, or study it here — free, no sign-up.

1. Which of the following best describes 'market development' in the Ansoff Matrix? → Selling existing products to new markets
2. What is the purpose of a 'competitive gap analysis'? → To identify areas where a company's capabilities fall short compared to competitors
3. A market analyst tracking a competitor's 'share of voice' is measuring: → The competitor's advertising spend as a percentage of total category advertising
4. The 'competitive response matrix' helps analysts predict how competitors will react to strategic moves by assessing their: → Awareness, motivation, and capability to respond
5. What is economic analysis in market research? → Studying the macroeconomic factors influencing market trends
6. Which generational cohort is MOST characterized by skepticism toward traditional advertising and preference for peer-to-peer recommendations? → Generation Z
7. A 'blue ocean strategy' differs from a 'red ocean strategy' in that it: → Creates uncontested new market space rather than competing in existing markets
8. An ad's 'unique selling proposition' (USP) is best described as: → A distinctive benefit that competitors cannot or do not offer
9. A company using a 'market penetration' strategy according to the Ansoff Matrix is focused on: → Selling existing products to existing markets
10. The 'brand identity prism' model by Jean-Noël Kapferer includes which six facets? → Physique, Personality, Culture, Relationship, Reflection, Self-image
11. Which data collection method is most appropriate for studying real-time consumer behavior in a retail store without influencing participant actions? → Ethnographic observation
12. Which financial metric best measures how efficiently a company converts its invested capital into profit? → Return on invested capital (ROIC)
13. A market analyst notes that a competitor has recently hired 50 engineers specializing in AI. This is an example of which type of competitive signal? → Strategic intent signal
14. Which element of the communications mix is best defined as any paid, non-personal presentation of ideas, goods, or services by an identified sponsor? → Advertising
15. A market analyst applies the Box-Jenkins methodology. The correct sequence of steps is: → Identify → Estimate → Diagnose → Forecast
16. Porter's Five Forces framework assesses competitive intensity by analyzing which five forces? → Rivalry, Threat of New Entrants, Buyer Power, Supplier Power, Threat of Substitutes
17. In digital advertising, 'CPM' refers to: → Cost Per Mille (cost per 1,000 impressions)
18. Diffusion of innovation theory, by Everett Rogers, identifies which five adopter categories in order of adoption? → Innovators, Early Adopters, Early Majority, Late Majority, Laggards
19. Which test is used to determine whether two population variances are equal? → F-test
20. A company uses dynamic pricing that raises prices when demand spikes. Which consumer behavior risk does this MOST directly trigger? → Brand switching due to price fairness perception
21. What does a SWOT analysis help identify in market research? → It provides a clear view of internal and external factors affecting the business
22. In a perceptual map, the axes typically represent: → Key attributes or dimensions used by consumers to evaluate competing brands
23. A 'kano model' analysis classifies product features into which three primary categories? → Must-have (basic), Performance, and Delighter (excitement) features
24. In the context of message strategy, 'slice-of-life' advertising executions typically aim to: → Show real consumers solving everyday problems with the product
25. A marketer selects TV dayparts to reach working adults between 6–9 AM and 4–7 PM. These time slots are known as: → Fringe time
26. Which statistical measure is most resistant to the effect of outliers when describing the central tendency of a skewed income distribution? → Median
27. Which of the following describes 'data triangulation' in market research? → Cross-validating findings using multiple data sources or methods
28. What is the purpose of using confidence intervals in forecasting? → To account for statistical uncertainty in predictions
29. When using regression for forecasting, the standard error of the forecast is larger than the standard error of the mean estimate because: → The forecast includes additional uncertainty from a new individual observation
30. Which media channel offers the highest degree of audience selectivity and personalization? → Direct mail