1. A method of performing guided reviews of items, the method comprising: receiving a request for a review question for a first item in an electronic catalog; accessing a linked data structure comprising a plurality of item category nodes that are arranged hierarchically, wherein each of the item category nodes corresponds to one or more items in the electronic catalog and each of the item category nodes is linked to another item category node; identifying, from the plurality of item category nodes, a first item category node corresponding to the first item; determining that the first item category node does not have a corresponding review question; selecting, from the linked data structure, a second item category node linked to the first item category node; determining that the second item category node has a plurality of review questions, wherein each of the review questions corresponds to either a positive or negative question category; receiving first web data comprising a first user rating for the first item; determining that the first user rating has a negative aspect; identifying, from the plurality of review questions, a first review question with a respective negative question category that matches the negative aspect of the first user rating; determining helpfulness of the first review question to which users have provided answers; assessing a quality of the first review question based at least in part on the determined helpfulness of the first review question; selecting the first review question to present to a first user, said selecting performed based at least in part on the assessed quality of the first review question; and transmitting second web data comprising the first review question for presentation to the first user in order to elicit a review of the first item in the electronic catalog from the first user; wherein at least said assessing and selecting are performed by a computer system comprising computer hardware.