The documented solution will work, but it is not the right way of fixing this, as the root cause of the problem is encoding. In your case, the source's (XML document) encoding is most likely UTF-8 or some other multi-byte encoding. Your parser or consumer of the data is most likely ISO-8859-1 or ASCII. These characters (right/left apostrophes) are not part of that character set. Therefore, the correct solution is to change the encoding of your parser/processor/consumer to UTF-8.
If this is not the case, then it is probably the opposite. You have a process that writes down characters in UTF-8, but the XML's encoding is not compatible (i.e. ISO-8859-1).
Remember this: ALL characters in ISO-8859-1 are mapped in UTF-8, but not the other way around. So going from ISO-8859-1 to UTF-8 is not a problem. The problem is when you have to make the round trip to ISO-8859-1 to UTF-8. When converting UTF-8 characters, those characters NOT in the ISO character set, will show up funny on your display; either as question marks or "’