http://www.smh.com.au/federal-polit...st-bet-switch-to-turnbull-20130715-2q01y.html
Many of the comments from swinging voters indicate that they would vote for KR over TA, but MT over KR.
The third-last paragraph of the article is apposite.
It would indicate that personality is more important than policy for some people.
I think the personality of the leader plays a major role for a lot of voters. I think it explains a lot of why Julia Gillard was so unpopular. If you look at the policies that were implemented during her time as PM and the general state of the economy and society, the public opinion should have been nowhere near as critical of her as it was.