1. A method of normalizing a queried field in a structured relational database through a query, wherein the structured relational database has a plurality of records, the method comprising steps of: (a) identifying at least one candidate record amongst the plurality of records, whereby the at least one candidate record has a value in a corresponding field that is similar to a value in the queried field; (b) for a selected candidate record of the at least one candidate record, generating a similarity weight reflecting the similarity of the value in the corresponding field to the value in the queried field, having regard to values in other fields of the candidate record; (c) comparing the similarity weight against an acceptable threshold value and if the similarity weight is less than the acceptable threshold value, repeating step (b) with a different selected candidate record until all candidate records of the at least one candidate record have been selected; (d) if the similarity weight is at least equal to the acceptable threshold value, returning the selected candidate record in response to the query; and (e) otherwise, creating a new entry in the database in response to the query.