False - when converting from a larger unit to a smaller unit there will be more of them so you must multiply.
What you multiply by depends upon the units, for example converting feet to inches you multiply by 12; converting pounds to ounces you multiply by 16.
It is only with the metric system of units where you multiply by a power of 10 to convert a large unit to a smaller unit, for example 2.5 kg is 2500 g (multiply by 1000 or 103).