In standard American writing, the only use for single quotation marks is to designate a quotation within a quotation. Students are exposed by Penguin Books and other publishers to the British practice of using single quotes for normal quotations and become confused. Some strange folkloric process has convinced many people that while entire sentences and long phrases are surrounded by conventional double quotation marks, single words and short phrases take single quotation marks. “Wrong,” I insist.
BUY THE BOOK!