I was taught that it doesn't strictly matter, so long as you are consistent, and use different ones 'inside' others (i.e. singles inside doubles, doubles inside singles) - it's just a matter of house style. Americans, however, prefer the use of doubles for primary and singles for secondary use, which is also what we used at school.
Most British publishers, however, use singles primarily.
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Most British publishers, however, use singles primarily.
Hope that helps!
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