In choosing an optic, fill in the following blanks!
1) What size is the target or object you intend to shoot .
2) What distance do you anticipate shooting aforementioned object.
3) What time of day, light conditions and temperature will you shoot in?
4) Will you need to address the object quickly?
A 3x9 will do fine for a deer at 200-300 yards, but try that on a Prairie dog @ 600 yards.
Here in Texas, the mirage can be so bad that turning a variable, high power scope above 16 power makes any target look like it's moving!
Before I get started, I'm a bit of an optical snob, my dad spent 40 years making scopes and reticles, 30 of those years were spent at VARO making Starlight passive night vision scopes and the earlier active (infrared) scopes for our military, I had a Noctron4 2nd general night vision scope in my hands in 1969 @ 10 years old, then my Dad took a 2nd job at night, grinding Kodak square glass plates into round lenses, it was my job to glue the plates together with wax paper and some type of hard wax I melted with a propane torch to keep the plates firm but separate to be mounted in the grinding machine. I stacked 50 plates together at a time.
I'm one of those guys who hunts real early and real late, light gathering ability is important to me, I also hunt predators and hogs at night. If you shoot between 8am and 5pm, lots of inexpensive scopes will do a good job.
Growing up and hunting the deep woods in East Tx, there was only one stretch of road you could see 200 yards, normal whitetail distance was 25-75 yards, anything over 6x was a waste, except for zeroing in on dog's head to make sure it wasn't a button buck.
My favorite all around scope at this point has been a Leupold 3.5x10 Mk4 M3, 30mm tube, mildot, yes it is expensive, I got mine nearly half price from an LEO wanting to go up in power range. My 2nd is a Meopta straight 6 power with a 42mm objective, it's a duplex type reticle, but the larger hairs are very bold and make excellent brackets for shooting in poor light when the center can't be seen against the animal. It has an etched glass reticle and excellent optics. Fill in the blanks and let's see what we can suggest.