Geer makes a strong case for the primary over the party-leader method of electing presidential candidates. Drawing on data from the CBS/New York Times and ABC/Washington Post exit polls in 1976, 1980, and 1984, he identifies the following significant findings: voters in primaries--contrary to conventional wisdom--are less educated, less well-paid, more moderate ideologically, yet more informed than the general party following; voter decisions are based more on the candidates' personal characteristics than on their stands on issues, their ideological persuasions, or their chances of winning in the general election; the news media influence on voters is an important and sometimes a negative factor. He concludes with a convincing proposal for reform in order to correct problems that plague the current system. ISBN 0-313-26182-2: $37.95.