This document discusses data modeling concepts and the process of logical data modeling. It defines key concepts such as entities, attributes, relationships, keys, and normalization. It explains how to develop a logical data model through stages including creating a context data model, key-based data model, and fully attributed data model. The goals of data modeling are to develop a simple, nonredundant, flexible and adaptable data model. Normalization techniques such as 1NF, 2NF and 3NF are used to analyze and improve the data model.