I need to replace single quotes with double quotes AND double quotes with single quotes in over 600 files. I've been reading various topics most of the day. I am hampered by only knowing some basic shell scripting commands and an unfamiliarity with regexp.
Below is a sample file I've made a bit generic.
   some text KEYWORD_1 table name column = "string" AND column = "string"
    Additional text
          .
          .
          .
   some text KEYWORD_2 text 'text in quote' etc. 
I only want to change the quotes on the 2 lines with KEYWORDs. I can't guarantee the keywords are always going to be first line and last line. I need my solution to find the keyword and change all the quotes on that line only.
I tried some things I found in sort of similar questions on this forum, including a meta on SED. I tried to figure out how to use this command: sed -i 's/foo\(.*baz\)/bar\1/' file. According to that topic the command, "Replaces foo with bar only if there is a baz later on the same line." My keyword is not later on the same line its at the beginning and I couldn't make it work for me. 
I also tried ex -sc 'g/DEL/s/ALF/BRA/g' -cx file that didn't do anything. I'm assuming it can't be executed from the command line. I really don't want to open each of 600 files.
At one point I tried, grep KEYWORD_1 file | sed -i "s/'/\"/g" file
Of course, that changed all the quotes in the file not just the one line. 
I'm betting the solution is simple and I just can't see it. How can I do this?
As requested my desired output is:
some text KEYWORD_1 table name column = 'string' AND column = 'string'
    Additional text
          . 
          .
          .
some text KEYWORD_2 text "text in quote" etc.



'to"and vice versa on all lines matchingKEYWORD. However, as you can see from the answers below, others have understood something else. It would be clear if you showed your desired output.