Including Quotation Marks in Character Expressions

There are two ways to specify literal quotes within a char, or varchar entry.

The first method is to double the quotes. For example, if you begin a character entry with a single quote and you want to include a single quote as part of the entry, use two single quotes:
'I don''t understand.'
With double quotes:
"He said, ""It's not really confusing."""
The second method is to enclose a quote in the opposite kind of quote mark. In other words, surround an entry containing a double quote with single quotes (or vice versa). Here are some examples:
'George said, "There must be a better way."' 
"Isn't there a better way?" 
'George asked, "Isn"t there a better way?"'