I thought you could do that, but apparently not! OK, I've made the change--you can now insert variables into response options as well as question wording. You'll need v2006.1.30 or later. See:
http://www.empirisoft.com/support/showthread.php?t=41
ps., Henry, I moved your other question regarding the "none" response option to here:
http://empirisoft.com/support/showthread.php?p=292&posted=1#post292