True or False

Even if a product's potential is extremely high, its sales may not materialize due to insufficient marketing effort Due to the time and expense that would be required for personal contact with a large sample of respondents, personal interviewing is rarely used in concept testing. The A-T-A-R concept is based on the diffusion of risk model. Each adopter category is a separate, isolated customer group which does not influence affect other adopter categories and which requires a tailored marketing plan After calculating the estimated number of consumers who would definitely" or "probably" try (or buy) the new product, marketers typically rely upon experience to "discount the results to a lower, more realistic level