OK, I just went through the same thing in September while trying to get out from under the Infiniti (DOH!), and I came to the following conclusions. My key factory were intial price, mileage, reliability, and resale.
I was looking for a 4 door compact for the 3 of us, wife, kid, me. It needed to be 30+ mpg overall. And under 15 grand out the door. So my choices were somewhat limited, but it made shopping easier.
I looked hard at the Ford Focus, Honda Civic, Toyota Corolla. Everything else was either out of the price range or reliability just sucked. The Focus was the cheapest and it looked it. The interior is plain and simple. No frills anywhere. It got just under 30 mpg. But the factor that eliminated it was resale. They fall into the toilet at drive-off.
Second came the Corolla. Since I previously owned a 99, I knew it was very reliable and got excellent mileage. However, the things that turned me off were the outdated styling and the mediocre resale-
Which brought me to the Civic, which we now own. Outstanding reliability, styling at least my wife thinks is somewhat cool (I think it brings back the teenager in her), and it holds its value very well. I use it to commute to work and I haven't gotten worse than 35 mpg. Last tank was 36 mpg in mixed driving. Road trips are OVER 41 mpg. The factory sticker rating was 32 city 39 highway. I'm glad I've exceeded that.
We bought a 2004 LX 4 door. It has all the options included in the package, air/cc/pw/pl/cd. Oh yeah, and I wanted a 5 speed. That was harder to find in the LX package, since Honda made most in an automatic, and most dealers only had autos left. 5'ers aren't too popular in the LX and EX versions, and harder to find out here in CA. It's nothing fancy, it makes me happy. And thanks to all the kids tricking these things out, parts and hop ups are everywhere.
Good luck, hope it helps.