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Three questions:
1.) Do we know anything about the personality of Cegorach, the Laughing God? Are there any books that detail him speaking, or Eldar legends about his daring tricks and feats that have been documented?
2.) Is Cegorach actually the C'tan known as the Deceiver?
3.) How is "Cegorach" pronounced? I've always pronounced the "Ce" like the "Che" in "cheese". Is this incorrect?

The Harlequin codex gives probably some of the more up to date fluff about him, according to it he is:

"A trickstergod, by turns mocking, sinister, vindictive and enigmatic. His pranks andjokes punish gods and mortals alike for overweening pride, and stories such as the Theft of Khaine’s Blade and the Wedding of Screams remain cautionary fables in Eldar culture to this day."

He's definitely not a Star God, since I doubt the Eldar would be dumb enough to not realize they were worshipping their foe, not to mention the fact that he's clearly tied to the warp after escaping from Slannesh's predations and his fleeing into the webway (which no other C'tan really accessed short of the one who helped create the Dolmen Gates).

I thought Cegorach was pronounced with a hard "k" sound like Khegorach.

I've always pronounced it "Seg-uh-rack".

Cegorarch isn't the Deciever, but he is related to him. Or more aptly, a reflection of him.

During the War of the Heavens, we know the Deciever helped both sides of the conflict equally, he is credited with turning the Outsider insane and informing the Eldar of the Nightbringers lair.

During the Mythic War of the Heavens, the Laughing God helped and hindered, helped Khaine destroy Kelth'Ra (The Nightbringer) and is also credited with driving the Outsider insane.

I would argue that after the War in the Heavens ended, the racial memory of that war echoed down the Eldar race as Myths and Legends, with important figures (Old Ones, C'Tan, Eldanesh was probably the War leader during the War) being portrayed as Gods. And we all know that if enough people worship a thing, a reflection of that will appear in the Warp. In this way, Cegorarch is the creation of the ancient Eldar attributing the Deciever's actions as that of a Trickster God.

Only head cannon of course, but it seems pretty firm to me.

**Edit** I've always pronounced it Keg-or-Arch

Given the pseudo-gaelic inspired names given to the eldar, I'd go with a 'hard' 'c' for the first 'c' in Cegorach and the softer one for the ending "ch" - since they didn't have a soft "c" (pronounced like an "s") in the language.

I have pronounced it like saygorock

Sound advice. I'd go with the hard "k" as well. If you're looking for Cegorach fluff, the best place to look would probably be the Harlequin codex (or just read up on Harlequin fluff on the lexicanum and wikia - the wikia often copies the codices word for word anyway).