For b-to-b balance, biz, research must ally.

In this article, the author discusses the state of b-to-b market research in the U.S. in 2006. The author asserts that academic researchers specializing in b-to-b markets do not receive the kind of public recognition that the mass media occasionally bestow on consumer market researchers. The reasons for this observation are indicated. Moreover, the author explores a tough balancing act facing business marketing researchers, citing a number of situations.