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.