you can't do
<?= echo ?>
that is like doing
<? echo echo ?>
and obviously that will be a parse error
the single quote double quote thing is simple
$variable = "Stolzyboy";
echo 'Wow look, here is $variable'; //singles take it literally as it is
will print Wow look, here is $variable
echo "Wow look, here is $variable"; // doubles don't and will print variables
will print Wow look, here is Stolzyboy
if you want more information about this stuff, check the manual
www.php.net