www.nwfa.org has a list of installation contractors. Maybe Ken can give you the address of their consumer site designed for End Users of Hardwood Flooring.
Saving money is not a sin and purchasing material over the internet can save considerable dollars on materials.
Have the nwfa installers bid the labor and floor prep. The installer, working direcltly for you, earns a little more money that he does contracting for the Retail Shop. Retailers, as a general rule, mark up labor as well as material so you may (or may not) save on labor. Working directly with a labor contractor is worthwhile because you can discuss floor preparation, installation methods and "interview" the installer. Hire the installer you feel comfortable and/or have conficance in.
I do agree that if you know nothing about flooring, purchasing from a small "mom and pop" shop is costlier but also safer. If you are one who studies and takes charge of home related projects, you may be better off saving money and choosing your own installer.