Perhaps the most important tip to take from this article is:
Open conversation. Unlike simple yes-or-no questions, open-ended questions invite the respondent to talk — and enable you to gather much more information. “What do you like best about this company?” is likely to generate more valuable information than “Do you like this company?” Another tactic is to ask a question in the declarative format — “Tell me about that.” People who won’t answer questions sometimes respond better to a direct order.
How to Google
Think you know everything about searching the internet? Think again.