GROUNDED THEORY METHODOLOGY IN THE CONTEXT OF SOCIAL INNOVATIONS FOR RURAL DEVELOPMENT RESEARCH

Although the Grounded Theory (GT) methodology has been developed for over 50 years and is one of the most popular methodologies in the world, it is not often used in rural development research. In order to update the possibilities of applying GT in rural development research, this article is based on the analysis of scientific literature and presents the evolution of the development of GT methodology and the possibilities of its application in rural development research. The classic GT strategy is discussed in more detail, as methodology which provides the possibility to researcher to look at the phenomenon from inside without formulating the hypothesis, i.e., to "emerge" the theory, which reveals the main concern and explains how it is resolved, by conceptualizing the authentic experiences of research participants. The article aims to explain that classic GT is a "full package" approach, discusses its coding process; reveales the principles of the emerging classic GT. The GT methodology is discussed as the paradigm that can help researchers discover new insights and develop new theories, explaining the processes of social innovations for rural development.