<str> interpreted as column name where none are allowed

  Explanation:  An expression included a string SQL interpreted as
  a column name where a column name does not make sense.  For
  example, specifying a column name in the VALUES clause of an
  INSERT statement generates this error.  Or, omitting quotes
  around a string literal can also generate this error.

  User Action:  Replace the string with a quoted literal or host
  variable, or use a different form of the statement which will
  allow column names.