This study seeks to identify behaviors of successful physicians. Qualitative researchers use themes and patterns to answer research questions. In this case, the unit of analysis is how the physician relates to the patient. In fact, units of analysis are chunks of data (Leavy, 2017). For this reason, it is important to note when the physicians and the patients experience great interactions and communications. The video recordings will allow the researcher to observe the doctors' behaviors and the patients' responses in a natural setting. However, the video recording should provide sufficient information to determine what patients like when they visit the doctor, but the number of data units depends on the length of the visit and the physician-patient encounters. For example, patients may smile or laugh indicating their satisfaction. These responses can be categorized as a happy visit. The researcher could collect 4 data units for each visit, which would provide twenty data units. Although behavioral segmentation requires little data, saturation is necessary. Hence, additional data would improve the quality of the study. Would you say that communication style is an important aspect of delivering great satisfaction to patients (in this case)? Should verbal, oral and even non-verbal communication be considered? Please explain.

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