String for SQL Statement

Hi Everyone, I'm new to aspx & VB script & writing a SQL statement in vb script.
I'm executing a query against a db & write the output to an XML file.
When my query is a simple select like sS = " SELECT * from TABLE " then my code is ok and the XML is being generated.
(sS declared as Dim Ss String)

But when I assign my string sS = " SELECT * from TABLE where cola = "''x''" " I get an error stating: SQL command not properly ended (Oracle database)

I've tried all possibilities with double quotes, single quotes etc for the value x in my query but no success. Any idea how to properly enclose the quotes for a string value ?

Thanks in advance.