An improved apparatus and method of storing, selectively retrieving and delivering product data includes a database of product data files and a computer that causes the data to be retrieved, displayed and delivered to the customer. The customer is asked to specify certain criteria relating to the kind of product he desires. Stored with the data relating to each product is an expert judgment factor that indicates how well the product would fill each possible criteria specified by the customer. Upon receiving the criteria entered by the customer, the computer calculates a suitability rating for each product by combining those judgment factors that relate to the customer entered criteria. The computer then presents to the customer the data relating to a limited number of the highest rated products. The customer selects the product that he wants and is preferably allowed to make changes to the product data. The computer then causes the product or data relating to the product to be delivered to the customer.