METHODOLOGY USED BY EVOLUTIONARY
APPROACH
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Naturalistic observations. Animals, including
humans, are observed and the apparent
functions of any behaviour noted. This may
lead to the development of theories that can be
tested using experimental simulations.
Experiments, usually with non human animals,
are conducted to test evolutionary predictions.
The prediction that females prefer males with
exaggerated characteristics was tested by
cutting the tails of male widow birds and
replacing them with tails of differing lengths
(Anderson). Such research is then generalised
to human behaviour.
Surveys and interviews, in which people are
asked about their attitudes E.g. Buss asked
students about unfaithfulness: males more
concerned with sexual infidelity and females
with emotional infidelity, supporting
predictions from sexual selection theory.
Cross cultural studies. Behaviours that are the
same in different cultures are likely to be
genetically based (i.e.-universal) Buss surveyed
men and women in 37 cultures found males in
all cultures expressed preference for physical
attractiveness (fecundity) and women sought
men with resources.
EVALUATION OF EVOLUTIONARY
METHODOLOGY
Strengths
Natural observations are useful for collecting
unbiased data as a starting point for a theory. They
permit the study of behaviours that cannot be
manipulated for ethical and/or practical reasons and
give a relatively realistic picture of behaviour.
Surveys enable researchers to collect large quantities
of data relatively easily and can include information
about people’s feelings and attitudes (which cannot be
deduced from observation or experimentation). They
can produce both quantitative and qualitative data
and rich information.
Cross-cultural studies provide us with a less culturally
biased view of human behaviour so are more likely to
discover the ‘universals’ of human behaviour.
Limitations
Naturalistic observations do not produce information
about cause and effect relationships and may be
affected by observer bias (observers may see what
they except to see). In some situations, the behaviour
of participants (including animals) may be affected by
knowing they are being observed; covert observations
of humans raise ethical issues.
Surveys may be affected by interviewer bias and/or
social desirability bias. Interviewees may not
understand the questions and may provide
meaningless data.
Cross cultural studies are often based on small
samples that are presumed to represent that culture.
People my be tested using measures developed by
Western psychologists that have different meanings in
another culture, thus invalidating the data. Western
researchers may misunderstand indigenous
participants, and vice versa, and the responses elicited
may be affected by researchers’ expectations.