Lamb (2013) asserts that a well-established study design enables researchers to have a clear identification of the research issue or problem. A suitable research design also enhances the processes of data description and evaluation. This qualitative research will use the action research design to accomplish its goals/objectives. According to Bailey (2014), a qualitative design of research enables the research to address social issues such as workers’ strikes, labor shortages, as well as issues concerning individual’s perception. This study focuses on the perception of consumers in relation to the benefits and disadvantages offered by online shopping and in-store shopping. As such, qualitative research design will be appropriate.Action research design will be employed in the study. Bailey (2014) informs that actions research design often adheres to a characteristic cycle, which involves the implementation of an exploratory standpoint/position/stance. Lamb (2013) adds that action research design aims at attaining pragmatic and solution-driven results. This study aims at identifying a suitable approach that retailers can embrace/adopt/implement when it comes to choosing the business format (i.e. online shopping or in-store shopping that can enable them to attract many consumers to their premises and yield more gains. As such, the employment of the action research design will be appropriate.According to Bailey (2014), effective and efficient sample selection is essential for a excellent attainment of study goals. As such, researchers should ensure that they employ suitable technique/mechanisms of data selection in their research. The element of biasness happens to be among the critical factors that should be taken into consideration during the selection of a technique for sample selection. In relation to this, random sampling will be employed as the study’s sample section method/mechanism/technique. This sampling technique offers benefits such as appropriate representation of the study population, provision of equal chances of taking part in the study to all individuals, generalizability of the findings,  and fairness n the selection so sample.Interviews, particularly personal or one-one interviews, will be employed in collecting data from respondents. Structured, one-on-one interview eliminates the chances of a participant’s responses being influenced by the response of other respondents. Besides, interviews enable researchers to acquire firsthand information. As such, these benefits will contribute to the reliability and validity of the study’s findings.According to Lamb (2013), qualitative research, especially those using interviews to in data collection, can yield enormous volumes of data, which can subject the researcher to the complexity of data analysis/evaluation. As such, a system of data coding that reduce the large quantities of data into manageable portions is required. Content analysis happens to be a suitable option for this task. According to Bailey (2014), content analysis contributes largely to the coding and labeling of enormous volumes of data, as it categorizes data into various. Therefore, the employment of content analysis in this study will be beneficial.Lamb (2013) asserts that adherence to ethical standards in a study contributes largely the research’s credibility. In studies, ethical matters often arise relation to the dimensions of privacy, safety, and confidentiality. This study will address these issues in many ways. First, the consent of respondents will be sought prior to engaging the in the study. This goal will be accomplished by first explaining the purpose of the research to the participants, as well as its benefits to them and to the businesses/society Second, the anonymity of the participants will also be maintained by not disclosing their names. Third, data will not be leaked tor exposed to third parties, and the analysis of data will be performed in manner that does not uncover the identities of participants.Asraar, K. A. (2015). Utilitarian and Hedonic Motives of University Students in Their Online Shopping- A Gender Based Examination., 994), 75-91.Alhouti, S., Gillespie, E. A., Chang, W., & Davis, L. (2015).The Thin Line between Love and Hate of Attention: The Customer Shopping Experience., 415-433.Bailey, F. (2014). The Origin and Success of Qualitative Research., 56(2), 167-184Beauchamp, M., B., & Ponder, N. (2010). Perceptions of Retail Convenience for In-Store and Online Shoppers., 2091), 49-65.Changchit, C., Cutshall, R., & Tzong-Ru, L. (2014). Shopping Preference: A Comparative Study of American and Taiwanese Perceptions., 2391), 83-103.Dubas, K. M., Hershey, L., & Dubas, S. M. (2015). An Evaluation of The Walk-In and Online Counterparts of The Leading U.S Stores., 1991), 166-176.Lamb, D. (2013). Research in the First Person: Reflection on the Research Experience Using a Research Journal., 21(2), 32-39.Weisheng C., Hyung-Hoon, K., Young-Ae, L., & Doyeon, W. (2014). Application of a Modified Internet Shopper Lifestyle Scale to Taiwanese College-Age Sporting Goods Consumers., 42(8), 1245-1256.