Final answer:
The primary role of the Better Business Bureau is to resolve consumer complaints against businesses.
Step-by-step explanation:
The primary role of the Better Business Bureau (BBB) is to resolve consumer complaints against businesses. The BBB acts as an intermediary between consumers and businesses, helping to mediate disputes and find resolutions that both parties are satisfied with. By providing a platform for consumers to voice their concerns and for businesses to address and rectify issues, the BBB plays a crucial role in upholding marketplace trust.