Harley-Davidson is the largest U.S. motorcycle manufacturer, and it has been in business for several decades. While it was once the “signature” American motorcycle, the typical Harley-Davidson owner is now a white-haired male senior citizen. The company is trying to revitalize the brand with an appeal to women. Research is underway to address two questions. First, do consumers associate Harley Davidson with “old guys” and second, are women consumers positively inclined toward the purchase of women’s Harley-Davidson signature products such as riding jackets, belts, boots, sunglasses, vests, shirts, jeans, and sweaters? Design a Likert measurement scale that can be used in a nationwide online survey to address these two issues.