Hi Tony,
These are interesting results. Relevancy and flexible assessment do seem to be important factors to consider.
I see you have used Survey Monkey for your project. My Research Ethics Board advised me to use Fluid Survey, the Canadian version of Survey Monkey, for privacy issues. The Canadian content stays in Canada, even though the two companies have now merged. The American version's content is accessible to their Homeland Security, so some people are reluctant to answer these surveys.
Leonne