If you're concerned about preserving audio quality then a lossless format is definitely the best way to go, as long as you have sufficient disc space. Unfortunately there is no "universal" format for lossless audio - or, rather, no universal container format since all the alternatives use the same PCM 16-bit/44.1kHz audio encoding as CDs (though some also support higher spec encoding up to 24-bit/192kHz). The most widely used is probably FLAC (Free Lossless Audio Codec) but this is unfortunately not supported by iTunes, though there are some 3rd party add-ons that do so, and cannot be transferred to iDevices. WAV is also common but has the major disadvantage of having no support for embedded metadata - it is little more than the most basic OS file info wrapped around the raw PCM data.
Of the two formats that are supported natively by iTunes, AIFF is non-compressed (i.e., files will be the same size as WAVs), whereas Apple Lossless/ALAC employs a similar lossless compression method to that used by FLAC. As Limnos says, Apple Lossless is generally to be preferred, and if you do encounter a case where a different lossless encoding is required can be converted, without loss of quality, to the latter.
For the lossy options, either AAC or MP3 at bit rates of 256kbps are generally acceptable in non-demanding listening environments (desktop speakers, in-car systems, iDevices), but the difference between these and lossless - especially with well-recorded material with a wide dynamic range - will be noticeable on higher spec systems. I do need to pick up on one of Limnos's comments, that "128 k is touted as being FM radio equivalent". That's probably true in some cases, particular with US radio stations, but could be misleading to those used to high quality FM radio broadcasts, such as BBC Radio 3 (classical music) whose quality approaches that of CDs - even though its not as good as it once was due to the introduction of compressed digital feeds to the transmitters.
In my own case I've actually stuck to the principle that when I want to listen to music in CD quality I'll use CDs! Within iTunes - which I use over small desktop speakers in my office or via Bluetooth speakers when traveling - I stick as far as possible to a mix of 256kpbs AAC for CD imports and 256-320kbps for digital purchases (primarily from Amazon). The exception is for non-commercial live recordings, generally available in FLAC or older equivalents (Shorten, APE), which I am in the process of converting to ALAC.