If you are doing keyword research per specific keywords and phrases... use exact match. This is the exact number of searches for exactly what you type in. I only use broad match when doing research on a general industry to get an idea about search volumes. If you want to do it right, use exact match, and type in all of the variations (plural (s), non-plural) etc. Log out of Google AdWords, and go here and do your keyword research: https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.none
Best of luck!
-Josh
