https://phys.org/news/2018-11-social-scientists-methods-dont-cultures.html

"In trying to understand how people think and act, social scientists use methods that have been refined over decades to work well for a very unique set of humans, who have had years of regular practice working with them," says Daniel Hruschka, lead author of the study and professor at Arizona State University's School of Human Evolution and Social Change.

His team found this out the hard way when it tried to investigate the link between social closeness and generosity in rural Bangladesh.