Right up front, you can not presume that you are going to get what you pay for. We have found over the years that it is likely that most of our now regular customers have, let's say, been taken advantage of, and now are ready to "belly up to the bar" so to speak, and be realistic about what a tile job should cost. Ceramic tile installation is definitely not rocket science, but unfortunately, has a multitude of ways to be accomplished. True, the work you can see is important, however for the work to truly be a value, and appreciate with your home value, the preparation is no doubt more critical than the actual looks of the end job. Ideally we get both when we buy a ceramic tile installation.

Separating the tile job into two parts is essential for you to have the best shot of getting what you expect, or what you pay for.

Part one obviously is the tile itself.  Not one person questions that no matter how cheap or expensive the tile is, it is absolutely the cheapest part of the job. It is completely inappropriate to purchase tile without having secured a person to accomplish the work.  The porverbial "cart before the horse" would be a great example.
You may be able to determine the amount of tile needed, but who better to decide the quantity, the parts, and make the proper reccomendations than the actual installer? NO ONE is more qualified or should have the responsibility of that than the installer. If you seperate out the responsibilities, you seperate out the liability for problems, shortfalls, and disfunction later.

Part two is the mechanic, or the tile installer(s). In real estate the old andage of "location, location, location" rings true here also, but instead the actual words are "experience, experience, experience". The reason I say this is that the bottom line of a successful project vs. a virtual nightmare tile job is usually a person that is practicing on your home. To get an appreciating end result, that is workmanship that increases in value with your home experienced tile installers are critical. They know the prep needed to make a successful tile job in the shower, floor, or a simple backsplash.

Part three is that there is no magic to accomplish finding an experienced installer. Make your home work focus to checking out background info on any tile installer you consider before the contract is signed.
No I do not mean a background check, I mean, look at actual work the person, or persons have done recently. Call reporting agencies and check out their reputation, (even if they are not members, they may have a listing that you need to see). Call references and ask pertinent questions about their work habits, would you hire them again? do they clean up after themselves daily? Remember they are about to move in with you for a few days.