Adjust strings from ""  to '' and limit line lengths so houndci is happier

HoundCI was complaining for my previous PR so I've updated the strings in the db/seeds files in the hope this is useful. There are no intentional changes to code, other than splitting strings using an 'x' + 'y' pattern.
Use the new Ruby 1.9 hash syntax.<br>Line is too long. [81/80]