Business operations in the modern economy include continuous market research for market segmentation, product development, sales, promotional campaigns, etc. Market research is a planned and organized form of marketing activities of the company to collect information about consumers, non-consumers, prices, competition, distribution and the market in which the company operates or intends to operate. Depending on the purpose of the research, there are three basic types of research: reconnaissance, descriptive and causal research. When a causal relationship between two or more variables is sought in the market research process, the experimental procedure is applied, and if consumption indicators, consumer structure and other elements describing and analyzing market developments are used, reconnaissance and descriptive research is applied. According to the research of the Split-Dalmatia, Šibenik-Knin and Zadar counties, the economic and socio-demographic indicators of these counties are presented and analyzed. The obtained results show that the observed counties are far from the average of the Republic of Croatia and the best county, which is the City of Zagreb. However, in recent years, each of these counties has a positive trend of all indicators and has room for development and progress. The following indicators were analyzed and presented: GDP, GDP per capita, average net salary, total income of entrepreneurs, population, the balance of migration abroad and the number of unemployed.