The data modeling perspective that derives the business rules for a data model from an intimate understanding of the nature of the business, rather than from any specific information requirements in screens, reports, or business forms, is referred to as the:

The top-down approach starts with understanding the business itself and derives data model requirements from business goals and processes, rather than working backward from specific reports or screens. Bottom-up begins with existing data structures. The 'conceptual' and 'business' approaches are not standard terminology for data modeling perspectives.