This paper presents the process and rationale behind decision-making during the development of a research design based on grounded theory methodology. It formulates the object, substantive area, and method of investigating the process and content of educational-vocational self-assignations by prospective students in Ukraine, defining the practical and scientific context of such research. Grounded theory is presented as a methodological framework constituting principles such as iterativeness, inductiveness, creation of new theoretical knowledge, theoretical sampling, and more. Implementation of these principles in research needs some methodological tools to be chosen, according to the research goals, object and substantive area. Divergent approaches to grounded theory are interpreted as ways of better understanding and practical application of the aforementioned principles. So the first decision to be made by the researcher is to choose one of the approaches, the factors of which are discussed. Proceeding to the choice of other research tools, possible factors to consider when selecting data collection and analysis methods, as well as participant selection methods, are described. In the discussion section, some potential limitations of the described study are explored, alongside ways in which classic grounded theory proposes to overcome these limitations.
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