Many people are so concerned about the questions that will be asked of them in a job interview, they forget to prepare questions of their own.

Carefully prepared questions are a powerful yet subtle way to sell yourself to the interviewer. These questions will not only provide you with the information you need, but can also reveal your perceptiveness, experience and job knowledge.

When you ask questions about the company, the job and the people associated with it, you come across as discriminating and careful about where you work. Employers want to hire people who have investigated their company and who feel they would be a good "fit."

Job candidates who know nothing about the company - philosophy, culture, product advancement opportunities, etc. - yet proclaim, "I know I'll be an aSet to your company" may sound naive or artificial.

Asking the right questions requires planning as well as being able to think on your feet.

There are also some wrong questions to ask.

Here are some ideas to help you as you prepare for your next interview.

Read the newspapers and related business journals. They will provide information on marketing strategies, problems, company philosophy and other "big picture" information.

Don't be judgmental. Use this information to formulate questions about the company's activities. "From what I've seen in some recent articles, your company has merged with Acme. How does this effect the marketing department?" (or whatever department you'd be working in.)

Be careful not to say anything judgmental or critical, such as "I'm glad to see the company is using a new commercial on TV. I never liked the old one." This could be a well-intentioned blunder.

Another wrong approach is mentioning information in an obvious attempt to impress the interviewer. If the information fits naturally into your discussion, or relates to the position, use it. If not, you may be better off not trying to force it in artificially.

Another good source of information is the company's annual report. If obtained before the interview, it can provide a wealth of information. "The company must be very pleased with its low turnover and high productivity. How does this affect advancement opportunities?"

If sales are down, you may want to ask some questions about security. "The competition has been very stiff in the widget market. Are there any company plans that will affect staffing needs in the future?" Friends and relatives who work there can provide lots of inside information - career paths, the department's reputation, the manager of the area, co-workers, etc.

Use this information wisely. Never men tion this information directly. (It could be sensitive or inaccurate.) Instead, use it to ask questions that will provide a clearer picture. For example, if you have heard about conflict between potential co-workers in the department, you might ask, "Would I be working alone or with others on these projects?"

It's important to realize how your job would fit in the hierarchy. Ask questions about he organizational levels in the department (and company) to identify the structure within which you would have to operate.

Ask questions about technical aspects of the work that the interviewer doesn't mention. If you have had some special exposure to something in this field, you may want to ask a question in this area. This will tell the interviewer you have special skills to offer and he will likely probe for details.

Ask about work. Even if you don't have a special skill you want to bring to the employer's attention, you should ask questions about the work itself.

If you are up to date on current trends and practices in the field, ask about their application in the position. You will appear to have knowledge and information they will want.

Some other "wrong" questions are premature inquiries about salary, benefits and vacations. These are appropriate after a job offer has been made, at the end of a second or third interview or if the interviewer brings up the subjects first.

Be careful not to ask too many questions about promotional opportunities, or the employer may think your focus is on climbing the corporate ladder rather than on solid performance in the current job.

You may also want to ask questions about special goals or objectives the department hopes to accomplish in the future. This may give you more insight into the position and may open new doors for selling your talents.