my @records = (<DATA>); 
# lookbehind to make sure those that start
# with an apostrophe end with one...
$tok1 = qr/[\'][A-Za-z0-9\s\']+(?<=\')/;
$tok2 = qr/[A-Z\?0-9]+;

# for each record in the above sample...
# note precedence in regex below...
foreach my $record (@records){
    my @fields = ($record =~ /$tok1|$tok2/g);
    # do something with fields
}

__DATA__
#...those irritating records in full...