1. What exactly are we asking?
How much in a question about price means “how much money?”. In the sentence How much is this necklace?, is is a form of be; the whole question naturally asks about the price of the necklace.
If we are talking about one item, we use is. If we are talking about several items, we use are. The choice depends on what we are asking the price of, not on whether the amount is large.
How much is this necklace?
How much does this necklace cost?
this – singular
How much are these tickets?
How much do these tickets cost?
these – plural
Word order
Start with How much, then use is or are, and then name the item. This refers to one nearby item, these to several nearby items; that refers to one more distant item, and those to several more distant items.
In the pattern, “name of the item” is a noun, for example, cup or tickets. You do not have to use a demonstrative word: How much is the ticket? and How much is it? are also natural.
How much + is / are + item or it / they + ?
How much is that key?
How much is that key?
that – singular, distant
How much are those cups?
How much are those cups?
those – plural, distant
Demonstrative pronouns
this/these for nearby items; that/those for more distant items. this/that – singular; these/those – plural.
How much is this ring?
How much is this ring?
this – nearby, singular
How much are these mugs?
How much are these mugs?
these – nearby, plural
Alternative construction
Cost means “to have a price”. In the question How much does this skirt cost?, the auxiliary does forms a question about one item. For several items, we use do.
After does, the verb cost remains in its base form without -s. The order is: How much → does / do → item → cost. Do not combine is with cost in this type of question.
How much + does / do + item + cost + ?
How much does this skirt cost?
How much does this skirt cost?
Alternative form, singular
How much do these skirts cost?
How much do these skirts cost?
Alternative form, plural
5. Check the question before you say it
Choose one of the two patterns: How much is…? or How much does … cost? The first already contains is; in the second, does helps form the question. Do not copy the word order of another language word for word.
Check the number: this clock refers to one clock, so we use is; these clocks refers to several clocks, so we use are. The correct versions are given below; specific errors and corrections appear in a separate section.
How much does this cost?
How much does this cost?
Does comes before this, and cost comes after it.
How much is this clock?
How much is this clock?
This clock refers to one item, so we use is.
Common mistakes
Incorrect:How much are this map?
Correct:How much is this map?
map – singular, requires is
Incorrect:How much costs this?
Correct:How much is this?
Incorrect word-for-word pattern for asking about price. Correct: is or does ... cost?
Incorrect:How much this purse?
Correct:How much is this purse?
The linking verb is is missing.
Incorrect:How much is these purses?
Correct:How much are these purses?
these – plural, requires are