An iterative search technique is used to quickly and accurately locate information in a database, such as one storing information about digital versatile discs (DVDs). First, a presumably unique search key is generated for an unidentified DVD and compared with corresponding keys in a database. If no match is found progressively less specific information is used to generate a series of search keys that are similarly compared with corresponding keys in the database. If at least one possibly matching record is found, it is determined whether the best matching record can be considered a match, otherwise, less specific information is used to search for a match until predefined least specific information is used.