1. Visit http://www.amazon.in/How-Read-Book-Touchstone-book/dp/0671212095
2. Add it to Zotero.
3. Export My Library to BibTeX format.
4. The attached file -- My Library 1.bib -- is what I get.

When I import the above .bib file to JabRef GUI, the keys that are
reported are \cite{adler_how_1972},
\cite{center_for_history_and_new_media_zotero_????}.

I am a novice comes to citation.  I had a vague impression by that `_'
is not allowed in cite keys.  If we go this way, then the above
workflow will be a nightmare.