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HTML is good for debugging, but is unsuitable for application use.
Specify the format parameter to change the output format.
To see the non HTML representation of the XML format, set format=xml.
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<?xml version="1.0"?>
<api>
  <query-continue>
    <allpages apcontinue="How_to_Contribute_Cases" />
  </query-continue>
  <query>
    <allpages>
      <p pageid="6" ns="0" title="Building a Company List" />
      <p pageid="4" ns="0" title="Building a Company List - Trucking in Texas" />
      <p pageid="28" ns="0" title="Case Template" />
      <p pageid="5623" ns="0" title="CityCountry Location Assessment" />
      <p pageid="116" ns="0" title="Company and Market Research - Big Sweety and the Chocolate Manufacturing Industry" />
      <p pageid="31" ns="0" title="Determining Market Size - Infant Formula" />
      <p pageid="7" ns="0" title="Entrepreneurial Marketing" />
      <p pageid="2" ns="0" title="Entrepreneurial Marketing - The Comic Book Guy" />
      <p pageid="32" ns="0" title="Freshman Research Paper - The Courtship Rituals of College Students" />
      <p pageid="11" ns="0" title="Global Trade and Economics - Manufacturing Medical Instruments" />
    </allpages>
  </query>
</api>