Many people use Microsoft Word to write analyses / check their spelling. Well, the problem with that is that it changes the normal apostrophes (') to the curly ones (’). The main reason we stress to use the normal ones is because the curly ones mess with the HTML on-site and the analysis gets messed up. Here's a way to make it so that Microsoft Word doesn't change the apostrophes: go to File --> Options (towards the bottom-middle) --> Proofing --> AutoCorrect Options --> AutoFormat As You Type --> Unclick '"Straight quotes" with "smart quotes".
An easy way to find and replace this in MS Word is to go to Find (click on the drop-down menu) > Advanced Find > Click on the 'Replace' tab > Enter in Find: ’ and Replace: ' > Replace All