Problems and Solutions in Online Ticket Cancellation and Reselling

This research study aims to identify the problems associated with online ticket cancellation and reselling and propose alternative solutions. The study focuses on the ticket master website and discusses the issues faced by customers and the ticket seller. The research aims to provide convenience to customers and sustain the ticket seller's business.

Running head: SOFTWARE DEVELOPMENT IT
Software Development IT
Name of Student
Name of University
Author Note

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Abstract
The research study aims in understanding of the problems related to ticket master and similar
websites. With the increase in online ticket booking, it is essential to identify and enforce proper
policies and reforms related to the refund policies and procedures. The research discusses the
major issues related to primary and secondary website. Reselling of the tickets is a major
problem related to online ticket purchase because of ticket touting. The research identifies an
alternative solution to the ticket reselling problem by proposing the waiting list feature to the
primary ticket selling website. An artefact is designed in this research to provide the reader with
an idea of proposed solution. The proposed artefact however needs certain reforms as there are
certain limitations in its functionalities. Concluding chapter of this research discusses the
limitations.

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Table of Contents
Chapter 1: Introduction........................................................................................................5
1.1. Background...............................................................................................................5
1.2. Research Questions...................................................................................................7
1.3. Research Aims and Objectives.................................................................................8
1.3.1. Research Aim.....................................................................................................8
1.3.2. Research Objectives...........................................................................................8
1.4. Rationale of the Research.........................................................................................9
1.5. Structure of Study.....................................................................................................9
Chapter 2: Literature Review.............................................................................................11
2.1. Introduction.............................................................................................................11
2.2. Online Booking of Event Ticket in Ticket Master.................................................11
2.3. Problems with Ticket Cancellation.........................................................................12
2.4. Working principle of Online Ticket Selling...........................................................13
2.5. Primary and Secondary Market..............................................................................13
2.6. Issues in Primary and secondary Market................................................................14
2.7. Cancellation and Reselling Problems in Ticketmaster...........................................15
2.8. Cancellation flow in Ticketmaster..........................................................................16
2.9. Existing Technologies for ticket Transfer and Cancellation..................................17

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2.10. Indian Railways booking system and waiting list................................................18
2.11. Literature Review Conclusion..............................................................................20
Chapter 3: Research Methodology....................................................................................21
3.1. Introduction.............................................................................................................21
3.2. Research Approach.................................................................................................21
3.3. Research Strategy...................................................................................................22
3.4. Data Collection Method..........................................................................................22
3.5. Data Sampling Technique.......................................................................................23
3.6. Theoretical Framework...........................................................................................23
3.7. Technical Framework.............................................................................................24
3.8. Methodology Suggestion........................................................................................24
3.9. Artefact Design and Development..........................................................................25
3.9.1. Requirement Analysis/Planning......................................................................26
3.9.2. Artefact Design................................................................................................27
3.9.3. Artefact Development......................................................................................31
3.9.4. Testing.............................................................................................................33
Chapter 4: Data Analysis...................................................................................................36
4.1. Introduction.............................................................................................................36
4.2. Data Analysis..........................................................................................................36
4.3. Chapter Summary...................................................................................................41

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Chapter 5: Discussion........................................................................................................43
Chapter 6: Conclusion and Recommendations..................................................................45
6.1. Major Contributions of the Study...........................................................................45
6.2. Limitations of the Proposed Artefact......................................................................46
6.3. Recommendations...................................................................................................46
References..........................................................................................................................48

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Chapter 1: Introduction
1.1. Background
Online booking of event ticket is growing continuously in recent years, with more and
more consumers take advantage of the websites which sell the tickets online. The online ticket
selling is growing significantly as if offers the advantage of accessing the tickets from the
comfort of home. Apart from that, the online ticket selling eliminates the hassle of standing in
long queues and the website can be accessed 24*7 (Courty 2017). This Research is on the online
event ticketing website Ticket master and it is based on cancelation problems faced by customers
after purchasing an event ticket from the primary ticket website. The people using these sites are
genuine fans and due to some reasons, they are unable to attend the event and want to recoup
their money. The process for cancelation on ticket master and reselling of tickets in Secondary
market is not convenient which puts the buyers and resellers in confusion.
The idea of this report is to develop a gist of all problems associated with the event ticket
cancellation and ways to overcome them by developing a computing artefact. The growth of the
internet has made possible for both buying and selling of online tickets relatively easy and a
quick process as compared to pre-internet times. Online Tickets for concerts and sporting events
are purchased typically online from ‘Original seller’ which is termed as ‘Primary ticket market’
or from a ‘Reseller’ which is termed as ‘Secondary ticket market’ (Courty 2017).
Primary Ticket Market is where initial sale of tickets takes place. The ticket is sold here
for the very first time and at face value which is set by the event provider. The Companies in this
sale market provide initial-sale of online ticket and the well-known ticket service provider of
Primary ticket market is ‘Ticketmaster’ in Ireland. One must pay a few service fees upon

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checkout when using Ticketmaster like same is there in similar ticket aggregators. In general,
Tickets sold by promoters, venues, and sporting bodies or by service providers which are
authorized ticket sellers constitute primary ticket sales and the arrangements by which such
tickets are sold constitute the primary ticket market.
Secondary market is created by Resellers where the tickets, which are previously sold in
the primary ticket market, are offered for sale or resold at a higher price. It is a place where
bidding process takes place and ticket are sold at price above the face value. There are several
factors that contribute to the growth and different ways in which the tickets can enter secondary
markets. These Tickets are commonly offered for secondary sale on advertising websites or
general online platforms such as Gumtree, eBay, DoneDeal and also on social networks such as
Whats App, Twitter or Facebook. The main secondary market company which is operating in
Ireland is Seat wave and was acquired by Ticketmaster in 2014.
There are certain problems related to the cancellation and reselling of the event tickets
which give rise to the need of identifying the process by which the problems related to ticket
reselling can be eliminated. Following are the problems related to the cancellation of event
tickets-
1. There is no direct mechanism or option present in Ticket Master Website where the user
can cancel or Resell their tickets with a simple process.
2. Customer who wishes to cancel their ticket must go to other page and apply for a refund
by filling up a form.

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3. The existing terms and conditions in ticket cancelation process of ticket master do not
give full continence to the users. There is limitation for the cancelling the tickets which
puts constrain on the customer.
This creates a potential confusion for the customers who wish to cancel their ticket. The
person usually ends up selling the ticket to the secondary market. It also gives rise to a
phenomenon which is called as ticket touting or ticket black where some people and an
organized business buy tickets to resell or put them on a sale at a higher price to gain profit.
Certain issues and problems are identified in reselling of the tickets in secondary market
as well. These problems are as follows-
1. There is ban which is imposed by legislation on Reselling the ticket on Secondary
website due to which Ticketmaster had to shut its ticket reselling website Seat wave
across Europe with immediate effect.
2. The other means where the tickets can be put on sale is on advertising websites or general
online platforms and social networks. These mediums are unreliable and have a
significant problem which puts the buyer in uncertainty. Duplicate or Fake ticket can be
easily put on sale in these platforms and the tickets can be put on sale for a higher price
which is again a drawback for the buyer.
3. The third issue is that the ticket Reseller hast to spend time to sell the tickets in the above
platform and there is uncertainty if the ticket is going to be sold. There also a chance that
the buyer may con the seller by not paying the money after receiving the ticket.
1.2. Research Questions

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This research will be based on finding answers to a primary research question which is as
follows-
What Enchantment features can be made in online event ticket cancelation process which
will provide convenience to the customer as well as sustain the ticket seller’s business?
For finding answers to this primary research question, certain secondary research
questions will be evaluated as well. These questions are as follows-
 What are the issues in primary and secondary market?
 What are the alternatives associated with the ticket selling and reselling?
1.3. Research Aims and Objectives
1.3.1. Research Aim
The Aim of this research to solve the problems related to Cancelation and Reselling of
event ticket.
1.3.2. Research Objectives
In accordance to aim of the research certain objectives of the research are needed to be
identified. The objectives of the research are as follows-
 To identify the problems associated with the cancellation of tickets in primary
market and reselling of the tickets in secondary market.
 To analyze the real world problems related to ticket cancellation
 To understand the users need of proposing and alternative solution to the problem

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 To design a computing artefacts associated with ticket cancellation for further
research and review
 To evaluate the waiting list system in
 To recommend different ways by which the ticket cancellation problems can be
addressed
1.4. Rationale of the Research
The primary ticket selling website such as Ticket master has different issues related to the
cancellation of the tickets. This problem is prominent since the customers often face problems
related to refunds of the tickets. Therefore, it becomes important to identify the different
processes by which the ticket cancellation and reselling problems can be identified. This research
study aims in identification of an alternative solution to the problem by evaluating the existing
literatures and by collection of data from the primary sources.
1.5. Structure of Study
In order to find answers to the identified research questions and to evaluate the research
objectives, the researcher has subdivided the entire research into a number of chapters. The
details of each chapter of this research study is evaluated in the following paragraphs-
Chapter 1: Introduction: This is the primary chapter of the research study that gives the
reader an idea of the research aims, identified research objectives and the reason behind
undertaking the research work. The purpose and the rationale of the research is identified in this
chapter.

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Chapter 2: Literature Review: Literature review is an integral chapter of the research
as it evaluates the secondary sources such as books, journals and the previously published
literatures to find data and information that can contribute to the data analysis chapter of the
research.
Chapter 3: Research Methodology: The research methodology chapter identifies the
research the tools and techniques that is needed to be used for conducting a research in a
legitimate way. The methodology chapter identifies the research strategy and the framework of
the research.
Chapter 4: Data Analysis: This chapter analyses the data collected from primary and
the secondary sources. The data analysis chapter reveals whether the research is able to find
answers to the identified research questions.
Chapter 5: Discussion: This is one important chapter of the research study as well. The
discussion chapter discusses the extent to which the research was able to find answers to the
identified research questions. It discusses the major research findings that the researcher was able
to achieve throughout the research project.
Chapter 6: Conclusion and Recommendations: The concluding chapter of the research
project discusses the limitations and the future work of the research. The conclusion chapter
identifies the scope of future work in this research.

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Chapter 2: Literature Review
2.1. Introduction
In this age of technology, the online ticket booking system has been growing
continuously as it offers the benefit of buying and cancellation of the tickets as per the
convenience of the customer. A research is undertaken in order to research about an online
ticketing website that is called Ticket master. The main focus of the research is to identify the
cancelation problems that are faced by the customers after purchasing a ticket from the primary
website and reselling of tickets in secondary websites. Ticket master is a website that strives to
put fans at first and work according to feedback provided by the fans. However, problem arises
on event of cancellation of a ticket. The research aims in suggesting proper technological
solutions in mitigation of the problems faced by the Ticket master that should provide
convenience to the customer who wish cancel their purchased ticket.. A literature review has
been undertaken in order to identify the problems and the issues associated with the ticket
cancellation and to propose a solution to the problem.
2.2. Online Booking of Event Ticket in Ticket Master
The ticket master provides the fans an opportunity to book tickets online for the event
that they want to be a part of. With the advent of internet and different online services, online
buying and selling of the tickets have grown significantly (Fromthisseat.com. 2018). The tickets
associated with any concert or any sporting events, are purchased from the original seller which
is known as primary ticket sale market and Ticket master is a well know service provider of this
market. When the ticket is bought from a reseller, it is known as a secondary ticket sale market..
Ticketmaster charges for few services upon checkout. The primary market of the ticket includes

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the ticket sold by the promoters, sporting bodies, service providers that constitute the authorized
ticket sellers (The British Library. 2018). The resellers of the ticket on the other hand constitute
the secondary market. The secondary market is created by the resellers who sell the tickets that
are previously sold in the primary ticket market. There are several factors behind the selling and
reselling of the tickets. One of the secondary market companies that are operating in the Ireland
is Seat Wave. The Ticketmaster had acquired Seat wave in the year 2014.
2.3. Problems with Ticket Cancellation
In order to understand the problems associated with the cancellation of tickets sold by
ticket master, it is essential to understand the potential restrictions on the ticket reselling.
Enforcement of the various restrictions associated with the online ticket cancellation give rise to
the problems associated with the cancellation of the tickets (Event Ticket Sales 2018). It has
been observed that the website Ticketmaster has condition of no resale, transfer or refund, which
becomes problematic. Appropriate solution to the problem is needed to be identified so that the
problems associated with the reselling can be addressed.
According to the guidelines of consumer’s legislation, increases in transparency for the
consumers are needed to ascertain. Thus, Ticketmaster informs the customers about the policy of
ticket reselling and the refunds (D3c7odttnp7a2d.cloudfront.net. 2018). It is essential to identify
and understand the process by which the problem associated with reselling of the tickets can be
acknowledged. Furthermore, one policy by the Ticketmaster states that they do not have any
facility of emailing to the customers if more tickets are released or not.(help.ticketmaster, no
date) The existing terms and conditions associated with the cancellation of the tickets may not
necessarily work in favor of the customer. Therefore, an alternative to the current situation is

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needed to be identified. Prior to that, the working principle of online ticket selling is needed to be
identified as well.
2.4. Working principle of Online Ticket Selling
For online ticket selling the event hosts sets up an easy event wizard process. The event
host mainly publishes the information associated with online ticket. In Ticketmaster, the event
ticketing webpage mainly comprises of a unique URL that is mainly used for marketing purposes
only (Web.uvic.ca. 2018). The customers who are interested in booking ticket may click in the
said URL, which will take the customer directly to the event ticketing webpage. The back end of
the ticket selling website is controlled by the technical team of Ticketmaster.
2.5. Primary and Secondary Market
As discussed earlier, the working principle of both primary and secondary market is
completely different. The primary ticket market indicates the online market where the ticket is
sold for the very first time. In this case, the face value of the ticket is mainly set by the event
provider. The Ticketmaster charges a minimal fee at the checkout. The secondary ticket market
on the other hand is associated with the selling of tickets that were initially purchased from the
primary ticket master (Dbei.gov.ie. 2018). The tickets are resold in such websites mainly for
profits. In this case, the seller determines the price and often readjusts the price according to the
demands. However, there are major issues associated with the reselling of the tickets
There are certain advantages and disadvantages of dealing with primary and secondary
market. The main advantage of primary market is that the customer need not have to pay above
the face value of the tickets. Furthermore, the tickets sold on the primary market are 100% legit
as there are no fake tickets. Another advantage is that, the customer need not deal with the ticket

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reseller who can often charge higher. However, there are certain issues associated with the
primary ticket market as well. In primary market, the tickets selling have high demands and the
ticket resellers or the ticket brokers make use of the software to purchase the tickets in bulk
(Pdfs.semanticscholar.org. 2018). There is no guarantee that the customers will be able to
purchase the tickets and therefore, buying of the tickets in websites such as Ticketmaster has
become a considerably difficult. Furthermore, customers if lucky enough are able to buy the
tickets from the secondary market in an amount below the face value.
The advantages of dealing with the secondary ticket market resellers include easy
availability of the tickets. With secondary market, the fans are able to purchase the hard to get
seats if they are willing to pay a good amount. However, there are certain disadvantages of
buying tickets in the secondary market (Cherrington 2018). In secondary market, the tickets are
sold above the face value of the profit. The resellers often charge extra fees and surcharges on
the checkout. Furthermore, in secondary market, the tickets are not always available after the
sale of primary tickets.
2.6. Issues in Primary and secondary Market
The section above discusses the concept of primary and secondary market. However,
there are certain issues associated with the primary and the secondary market. One of which is
the cancelation and the reselling problems. The primary market like Ticketmaster involves a
secure process of ticket selling while the secondary market may not be that secure. There are
certain problems associated with the reselling of the tickets. The ticket reselling in an illegal way
is banned due to which the Ticketmaster had to shut down its secondary website.(Ticketmaster
IE Blog, 2018) Furthermore, there is another major issue that is associated with the reselling of

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the tickets in secondary market. It has been observed that often in the secondary market fake
tickets are sold at a much higher price. The third issue associated with the ticket reselling is that
there is uncertainty whether the tickets are going to be sold or not (Ahnet al. 2014). Furthermore,
there are issues associated with the ticket cancellation in primary market. The main aim of the
research that is undertaken is to solve the different problems associated with the cancellation and
reselling of the event tickets. The “No resale” condition is mainly problematic and is against the
consumer legislations.
2.7. Cancellation and Reselling Problems in Ticketmaster
Ticket master is a website that sells events tickets in association of the different event
organizers. All types of tickets in an event are put to sale for the vent master. There are a number
of ways in which the ticket is sold. It has been observed that the main problem arises during the
cancellation of the tickets (Van der Wagen and White 2018). As per the policy, the reselling or
the transfer of the tickets is prohibited. Ticketmaster had to shut its ticket reselling website Seat
wave across Europe with immediate effect. Furthermore, the researchers prove that Ticketmaster
operate on a Fan guarantee system, where the upgrade and cancellation of the tickets is available.
(Ticketmaster’s new ‘Verified Fan’ system, 2018).This was introduced mainly to deal with the
problems associated with ticket cancellation and touting of the tickets.
In the recent years, many online ticket consumers have raised issued related to the
obtaining tickets at the face value (Courty 2017). The main problem behind the same is ticket
reselling. It is observed that in order to obtain greater profit by selling the tickets at a much
higher price, the tickets are readily sold out in a huge number right after the ticket selling is live.
Certain laws are enforced in order to ensure that the ticket reselling problems are addressed.

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On account of the ticket reselling problem, the example of an event in Dublin can be
cited. On February 2nd, 2018, an UT event took place in Dublin where the tickets were sold out in
a few minutes after the booking started (Chaudhari et al. 2015). The quick selling out of the
tickets attracted criticism on the ticket master as the UT tickets that appeared on Ticketmaster
was much higher than the face value of the tickets sold. The Ticketmaster was accused of not
taking enough measures to stop the ticket touts. The fans took the fury to the social media in
order to address the problems that can arise from ticket reselling. For a countermeasure the much
needed ticket touting law was proposed. The proposed legislation will ban the reselling of tickets
above the face value. In this process, greater transparency for ticket reselling in needed to be
enforced, so that the scams associated with the reselling of the event tickets from the primary
website can be eliminated.
There exists a reselling problem in the primary market as there are certain legal
restrictions associated with the ticket resale (Azerkan 2017). However, it is essential to
understand whether the ticketing rules associated with the ticket resale is reasonable or not.
Consecutively, certain efforts are needed to be made in order to ensure that the ticket reselling
problems can be addressed. This can be via a dedicated ticket reselling platform.
2.8. Cancellation flow in Ticketmaster
The Ticketmaster provides a platform for selling of the tickets associated with an event.
The ticket selling is done as per the instructions associated with the events. There are a number
of ways through which the tickets can be purchased (Perez 2016). However, the ticket
cancellation process in Ticketmaster is quite problematic and is a time-consuming process.
There is not any direct mechanism associated with the cancellation of booked tickets. For ticket

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cancellation, the customers need to visit another page for refund by filling up of a form.
Furthermore, there are certain terms and condition is associated with the cancellation and the
refund (Mohapatra 2013) As per the terms and condition of ticket master, there are constrains on
a customer regarding the cancellation of the tickets. The timeframe for initiation of the refund is
72 hours. The tickets that are already sold can only be cancelled 14 days before the event
(Ticketmaster Ireland - Purchase Policy, 2018). The major problem is that the tickets may or
may not be eligible for refund/Cancellation according to the terms and condition of Ticketmaster.
Thus, certain new processes should be enforced in order to ensure that the fans face no major
problem while working on transfer or cancellation of the tickets.
2.9. Existing Technologies for ticket Transfer and Cancellation
The online ticket selling websites such as Ticketmaster has no proper guideline or rule
associated with the ticket transfer and cancellation of the tickets. Effective cancellation relates to
the concept of waiting list. If a booked ticket is cancelled, the tickets should be available to the
waiting list candidates (Elefant 2018). This technology is used for ticket cancellation in Indian
railways booking system. The cancellation of event tickets from Ticketmaster is not associated
with the waiting list service that is offered in Indian Railways. The ticket reselling in the
secondary market gained so much popularity because it becomes difficult for the fans to obtain
tickets for the events from the primary market as they are sold out quite fast. However, since the
Consumer Protection law forbids the selling and reselling of the tickets above the face value, it is
essential to opt for some better technological measures that can help in elimination of the
problem (IRBY 2016). The present technology associated with the ticket transfer and
cancellation in Ticketmaster is quite inefficient as the fans do not even get a guaranteed refund

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for the cancelled tickets (Sá and Turkay 2013). Thus, a technological solution like that followed
in Indian railways booking system is proposed.
The Indian Railway Ticket booking system and the waiting list associated with the Indian
Railways ticket booking is represented in the following section.
2.10. Indian Railways booking system and waiting list
The online ticket booking in Indian railways is done using a separate website of IRCTC.
IRCT stands for Indian Railways Catering and Tourism Corporation. Prior to booking the tickets
it is essential for the customers to register to the website. A customer needs to register with their
name and the email ID in order to generate the username and password. After login, the customer
need to choose the journey date and the type of ticket to find trains. On choosing a particular
train, the customer is redirected to the booking page where he/she has to put details about the
passengers. After successful payment for the journey, an iTicket is generated that confirms the
booking of the customer. If a customer intends to travel on a train whose tickets are already
booked, the customer can still book tickets in waiting list. The tickets in the waiting list will be
confirmed only if someone else who has confirmed tickets cancels his/her booking. There remain
high chances of confirmation of waiting list tickets as a major number of tickets are cancelled on
a daily basis. The waiting list concept eliminates the problem associated with ticket wastages,
refunds and ticket cancellation. In the Indian Railways ticket booking system, the ticket
cancellation and the refund process is quite easy. The refunds of the cancelled ticket are provided
to the customer by deducting a minimal fee. The deduction is however based on the time of
ticket cancellation. If a passenger cancels his/her confirmed ticket well in advance, the deduction
rate is minimum. While if the customer cancels his/her confirmed ticket in a time of 48 hours

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before the date of journey, the deduction rate is high. However, the ticket cancellation is a
systematic process in IRCTC (Pimpalkhare and Rawal 2018). It is easy, and the refund is
initiated within 2-3 working days. With cancellation of the tickets the refund is guaranteed to the
customer. However, if a ticket is confirmed and any passenger does not avail the train services,
no refund is granted. For getting a refund of the tickets, a passenger is bound to cancel his/ her
tickets prior to their journey date.
Following the technology and technique of waiting list and ticket cancellation process is
recommended for eliminating the problems faced as a result of the secondary market (Ganti
2018). Adoption of the technique and the process of ticket cancellation and refund as followed
by the Indian Railways can help in elimination of the problem associated with ticket reselling,
cancellation and refund (Maurya, Chourasiya and Vaish 2013). The ticket booking, cancellation
and the waiting lists technique in IRCTC works in a cyclic manner (Patel and Joshi 2015). When
a confirmed ticket is cancelled the seat reservation is automatically allotted to the passenger who
is in the first waiting list. The process is termed as reservation against cancellation or RAC (Puri
and Verma 2017). This is a systematic process of ticket transfer that can be adopted by the
Ticketmaster for managing the problems associated with the ticket reselling, bulk ticket sell and
cancellation of the tickets.
Adoption of similar methods like that of IRCT is recommended for Ticketmaster as it can
help in managing the problems faced by the fans in a better manner. If a waiting list feature is
incorporated in Ticketmaster, the problems associated with the reselling of the tickets above the
face value can be easily eliminated (Pravanet al. 2017). However, it is necessary to prevent the
ticket selling in bulk so that the concept of secondary market and reselling of the tickets above
the face value can be eliminated. Ticket master is associated with several disputes that can be

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easily eliminated by incorporating the concept of ticket booking followed in Indian Railways in
the ticket selling cycle of Ticketmaster.
2.11. Literature Review Conclusion
The literature review highlights the major concepts of Ticket selling in Ticketmaster
along with the concept of primary ticketing and secondary ticket market. It has been observed
that there are certain contractual agreements and restriction of ticket reselling from the primary
website. In this context, the working principle of Ticketmaster is evaluated. The problems
associated with the primary and secondary market is discussed in the literature review. Various
problems are associated with the ticket reselling and transfer of the tickets. Furthermore, the
ticket resellers often charge much higher than the face values of the tickets which is illegal as the
new law has been passed by the legislation. Various technologies such as use of ticket reselling
cycle can be recommended in order to eliminate the problem of ticket transfer.

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Chapter 3: Research Methodology
3.1. Introduction
Research can be described as a rigorous and a coherent search of appropriate facts
associated with a particular subject (Igwenagu, 2016). It is a set of systematic techniques which
at first involves defining the problem, hypothesis development, data gathering and doing its
analysis and based on the fact providing conclusions and to do this a researcher makes use of
various Research Methods. Although, doing research always involves collecting just
information, research is actually more than reading books or articles. It should involve collecting
data from the core i.e. to talk to people and ask questions to the people who are facing the
problem (Saunders, Lewis and Thornhill, 2015). It has been identified that the data gathering and
research mainly possess certain distinctive characteristics. These characteristics are as follows-
1. The data which is collected from number of sources should be in a systematic way and
along with its source
2. The data which is collected should be interpreted and explained systematically
3. To conduct the survey, the purpose should be clear (Saunders, Lewis and Thornhill,
2015)
So, while conducting the Research the above definitions and characteristics are taken into
consideration to in order to meet the Aim and objective. The research approach, research design
and the details of data collection and analysis related to this research is discussed in the sections
that follow.
3.2. Research Approach

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It becomes essential to identify an appropriate research approach in order to conduct the
research in a legitimate way. It is essential to identify a valid research approach mainly because
the results of the research depend on the type of approach the investigation is following. In this
research, an Inductive Approach is chosen. This is because in inductive approach a research
starts with real life experienced problem and a particular observation and then a conclusion to the
identified problem is developed. Inductive approach helps to study the observations and previous
research papers in a systematic way and analyzing the pattern flow (‘Inductive and deductive
approaches to research | | Dr Deborah Gabriel’, 2013). Thus, the choice of inductive research
approach is justified.
3.3. Research Strategy
The research strategy analyses a step by step action plan that gives direction to the
thoughts and efforts of the research. This enables the researcher in conducting the research in a
systematic manner. There are a number of research strategies that can be undertaken in order to
conduct a research towards its successful completion. In this research study, the strategy of
research survey is followed. Use of online surveys helped the researcher in collection of primary
data. Collection of primary data ensures that the data is collected from the sources who has a
firsthand knowledge about the subject of the research.
3.4. Data Collection Method
There are mainly two types of data collection method, which is primary data collection
and secondary data collection. Primary data collection involves collection of information from
sources that has firsthand knowledge about the research subject. In this case, the primary data is
collected from an online survey.

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Secondary data collection method on the other hand deals with the collection of data
from the sources such as research journals, research papers and books. A literature review has
been conducted in this research in order to identify the problems associated with the ticket
reselling and cancellation of the tickets. The literature review section further analyses the
technology behind the waiting list in Indian Railways. Thus, in this research, both primary and
secondary data has been collected.
3.5. Data Sampling Technique
There are mainly two types of data sampling methods, which include probability
sampling method and non probability sampling method. In probability sampling technique, the
each member of a particular population has chances in participating in the survey, while in non
probability sampling, only a sampling group members has a chance in participating in the survey.
In this research, only those people are approached who have booked tickets on ticket
master or faced problems in reselling their tickets or ticket cancellation. Thus, the choice of non
probability sampling method for this research is justified.
3.6. Theoretical Framework
In order to find answers to the identified objectives and the research questions, the
researcher has made use of different theories and frameworks in this research. Theories are
mainly formulated in order to explain, predict and understand the challenges associated with the
research have been undertaken. In order to identify the theories associated with research an
extensive literature review has been undertaken. At first, the issues related to primary and
secondary market has been identified followed by the evaluation of different alternative
solutions. The waiting list system of the Indian Railways is analyzed as an alternative solution to

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the problem. The literature review section acts as guidance for conducting the research and
analyzing the research results.
3.7. Technical Framework
In order to understand the problems associated with ticket cancellation and reselling of
the tickets, a number of secondary resources are evaluated. Certain technical papers are
evaluated as well in order to understand the working principle of the waiting list feature that is
followed in Indian Railways. The research has proposed an artefact similar to that of the waiting
list feature followed in Indian Railways. Apart from that the details of the cancellation flow in
Ticket master is further discussed in this paper.
3.8. Methodology Suggestion
In conducting this research, the researcher has made use of certain theoretical and
technical assumptions. Methodological assumptions consist of the assumptions made by the
researcher regarding the methods used in the process of qualitative research (Creswell 2003).
The procedures used by the researcher are inductive and are based on the researcher’s own
experience in collecting and analyzing data. The research here is the product of the values of the
researcher. Through an inductive approach, raw textual data is condensed into a brief, summary
format. Clear links are established between research objectives and summary findings derived
from raw data.
One suggested methodology that has been proposed for addressing the problem in the
literature review section, is use of similar systems as hat of Indian Railways Ticket Booking
system. This can certainly eliminate the problem of ticket resealing and ticket touting. It is
assumed that development of a more transparent system like that of IRCTC can help in

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elimination of the problems that are faced in Ticketmaster. Thus, a proposition for developing a
web application infused with waiting list feature is made in order to ensure easy ticket
cancellation and sell back.
3.9. Artefact Design and Development
In order to manage and plan the development successfully and make the development
process efficient, Software Development Life Cycle Methodology is selected for developing
the Computing artefact. This chapter will show the use of this methodology and the model used
in it. It consists of Functional requirements, System design with System diagram, Use cases with
use case scenarios and Development implementation followed by Testing the fully developed
software.
Software Development Life Cycle
SDLC is a software development process in which the development is dived into parts
to manage and carry out the implementation in a sequential manner. It also consists of series of
planned activity which describes how the development of the software was carried at each stage.
It aims to define the tasks which are required to be done to make the web application and the
cancelation process features.
SDLC – Agile Model
There are various SDLC models which can be followed for software
development process that ensure success to at the end. Agile Software Development Model is
selected to be used in this dissertation to make the computing artefact.

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Agile is an Incremental and an Iterative process.(Kerzner, 2018).The incremental
process will help to divide the whole chuck of development implementation in into small pieces
and the iterative process will help to develop the web application through
successive refinement.
Thus, Using Agile model the development is divided into small incremental
parts and each part will be implemented in iterations (Sommerville, 2015). The combination of
this process helps Agile modal to be highly adaptive to new requirement change and carry
out efficient of software implementation
Following diagram show the development process -
3.9.1. Requirement Analysis/Planning
This process is the initial stage which begins by defining the requirements first and then
planning the development of the requirements. It will define what the software will do by
defining the functional requirements and software requirements for it.

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As the suggested solution for the research problems states that it requires two features to
be developed as computing artefact i.e. Ticket transfers and sell back with waiting list. To
demonstrate the working of this feature, a web application showing basic event ticketing system
needs to be developed. The development will be carried in two parts and by designing the Front-
end page 1st and then back end data base and then flowed by two cancelation features
Functional Requirements
There are 5 Functional Requirement which are User Requirements. It tells us the services
provided by the software to the user for booking a ticket
1. User should sign in or sign up on the web page
2. User should select an event from the event list and book his ticket
3. User should be able to transfer his booked ticket
4. If the tickets are full, allow the user to put in the waiting list
5. User should be able to sell back his booked ticket
3.9.2. Artefact Design
This section will show how the software system is organized and the overall design. It
shows the critical linking between requirements and design of the artefact as it will identify
the main components such as User and the cancelation functionality by showing
the interaction between them.
System Diagram

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Please Insert the Diagram
The diagram shows the design of the system which Illustrates connection between the
web application and data base servers. Remote server is used to host the application and a data
base is made to store the user data. The web application connects this data base to validate the
user login credentials.
1. The user accesses the web application in the front-end side at browser. Web application
Makes a request to the remote sever to fetch the data and then the data base returns a
response
2. When the user sign ups in the web application the data is stored in the data base
3. Whenever the user login in the web application, verification of the login credential
is done, and user is allowed to login
4. The data base stores the information of the bookings done by a user
Use Case Diagram
The following use case diagram will list all the actions or event steps in as use case
scenarios. This will help to define the interactions between User in the web application to
achieve a goal.

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1. Use case scenario 1: user can select an event in the main page of the web site
where the events are listed
2. User can Login if he has an account in the web application data base or Sign u as a new
user
3. User can book the ticket if he logged in, if not logged in the application will display a
message to do.
4. If the tickets are full then user can queue in the waiting list.
5. User can see his booking history In his account
6. User has a cancel ticket option available in the booking history page

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7. Ticket transfer is always available User can transfer the tickets any time by putting in the
email address of only a registered user in the application. The Sell back option is
available only in some conditions which is an exception
Flow Chart for Ticket transfer and Sellback with waiting list feature
This flow chart will explain the logic behind the two suggested features which help to
enhance the cancelation process and sustain the ticket sells business
1. A user can book tickets if the tickets are available in the tickets pool.

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2. When the tickets are sold out or if tickets are not available, waiting list is activated and
the web application will ask the user to join the queue to get a ticket when it is available
3. User can transfer the ticket anytime. Ticket is transferred to other person by using a
registered email address
4. The user which get the transferred ticket, he has the option to cancel the ticket for
himself.
5. Sell back option is activated only if the waiting has 1 or N number of users in the
queue
E.g. If waiting list has 2 people, so in the cancellation option - sell back feature will be
done only up to 2 tickets and then again, the option will be hidden until the waiting list has 1 or N
users
6. After the Sell back option is selected the ticket is cancelled and put back to the
available tickets pool and a notification is given to the waiting list user that ticket is available
The idea here is to allow sell back of tickets from customer who have booked the tickets
only if there is a potential customer to buy a ticket it in the waiting lists.
This is kind of automation in the cancelation process which gives an enhancement to the
process of cancelation. This process follows a loop where the need of the System administrator is
eliminated, and all the things are carried out by the user itself.
3.9.3. Artefact Development
Front End – language used PHP, JavaScript and bootstrap

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Figure 1- Main Page
Figure 1- Users booking history in his account

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Figure 2- Two proposed features
Figure 3- waiting list feature
Back End – Language used MSQL data base used SQl commands
User table – to store user login credentials
Booking table – Users ticket and booking history is stored - This is the event ticket
3.9.4. Testing
This software development is following Agile Testing methodology, the testing of
the web application and the two features is done in parts as per the predefines
functional requirements
1. The first requirements was to allow user to user to log in and sign up and do not allow
to book a ticket unless signed in. Following image shows the testing is successful
2. To test the event booking - The user should be able to book an event from the list.
The following image show the ticket confirmation for the booked ticket

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3. Third requirement was to how ticket transfer functionality works, the ticket transfer
option is available for the user in the booking history page and on clicking in the cancel option
ticket transfer option appears
4. To test if the Transfer the of ticket is successful from user A to B -
Go to user A’s account and put Users B email address
Check Users B’s Account
The following screen shots shows the ticket transferred in B users account and user B get
a notification.
4. To check waiting list feature. The following Case scenarios needs to be performed for
testing this - only 2 seats are kept per event in order to show booking full or tickets are sold out.
So, the testing was carried out with 3 users
Case 1: User A books a ticket for an event
Case 2 User B books the same event
Case 3: Use C also books the same event
When user c goes to book the event, waiting list is activated and the user is asked to
queue –
Fourth requirement of waiting list functionality is fulfilled

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5.And the sell back option can be tested by looking at user A and B’s account Since the
number of ticket per show was kept to 2 tickets, so after the 3rd person going to the waiting list.
Sell back feature is activated to the other users.
6. When A or B user sell backs that is, cancels his ticket, the user in the waiting list gets a
notification

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Chapter 4: Data Analysis
4.1. Introduction
The aim of the data analysis chapter is to present an idea and to illustrate the findings of
the data collected from the primary and the secondary sources. The researcher has collected both
primary and secondary data in order to analyze the problems associated with ticket cancellation
and reselling of the tickets in ticket master. In order to collect the primary data, an online survey
has been conducted. The collected data has undergone statistical analysis. The responses of the
respondents are analyzed in order to find answers to the identified research questions.
4.2. Data Analysis
As discussed earlier, primary data is collected from online survey. The respondents of
the survey have faced issues regarding ticket cancellation and reselling of the tickets. The
respondents of the survey were asked to opine whether they have faced any issues regarding
cancellation of an event ticket and the reason for cancellation. The responses prove that majority
of respondents have cancelled ticket and one of major reasons of the same is change of mind.
The picture below gives an idea of the responses of the survey.

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Figure 1: Representing the reason of ticket cancellation
(Source: Data based)
The respondents of the survey were asked to provide their opinion regarding the fate of
the ticket after cancellation. The responses received prove that majority of the customers would
like to sell back their tickets to the website from where they have purchased the ticket in order to
get a refund. The picture below represents the responses of the respondents.

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Figure 2: Representing the responses regarding Ticket Reselling
(Source: Data Based)
It is observed that very few respondents are interested in reselling the tickets on their
own. Therefore, the choice of waiting list feature is appropriate in this situation.
The respondents were further asked to provide their opinion regarding the place from
where a customer would like to resell his/her tickets after cancellation. Majority of the
respondents have said that they would like to sell it to the primary website. The picture below
represents the responses of the survey.

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Figure 3: Representing the Responses related to Ticket reselling
(Source: Data Based)
The responses prove that the majority of the individual would like to sell their ticket in
the primary website (almost 90%). Thus, it would be appropriate to incorporate the waiting list
feature similar to Indian Railways.
The respondents were asked to give their opinion regarding whether they have ever tried
to sell their tickets online. Majority of the respondents said that they did not try to sell those
tickets. The people who have tried to sell their tickets online have average experience.

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Figure 4: Representing the responses related to sell of tickets on Social Media
(Source: Data Based)
The research reflects on of the major issues related to ticket reselling, which is reselling
of the event tickets in social media. Thus, it would be even more appropriate to resell the tickets
in primary website for which, the waiting list feature is needed to be incorporated.
In order to understand the major problems persisting in ticket reselling the respondents
were asked to share their experiences related to ticket cancellation and reselling. None of the
respondents said that they did not face any issues in ticket cancellation or reselling. Most of the
respondents have said that they have faced payback issues.
The picture below represents the responses-

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Figure 5: Representing the Responses regarding issues in data cancellation
(Source: Data Based)
In order to address these problems, Ticketmaster need to incorporate the feature of
waiting list. The waiting list feature will help in elimination of the problem and issues such as
payment issues, problems in ticket reselling and need of reselling the ticket in some other way.
The facility of waiting list can therefore eliminate the need of ticket reselling in any secondary
website or social media as the customers can easily cancel the ticket and get a refund of the
same.
4.3. Chapter Summary

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The data analysis chapter analyzed the collected data in order to find an alternative
solution to the proposed problem. The research results indicate that the problem with ticket
cancelation and reselling is persistent in websites such as Ticketmaster. This is mainly because
such websites does not have any proper ticket cancellation policy or refund policy.
Consecutively, the waiting list system in Indian railways offers smooth mechanism of ticket
cancellation and refunds for the cancelled tickets. Thus, a similar system is proposed for primary
website such as Ticketmaster in order to eliminate the issues faced by the customers.

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Chapter 5: Discussion
The aim of this chapter is to analyze the findings of the previous chapter, review the
process of data analysis and discuss the implication of the findings on the research. This section
of the research study will analyze the findings from the literature review and the data analysis
section in order to identify the success and the limitations of the research.
As identified in the literature review section, one of the major problems associated with
ticket cancellation in Ticketmaster is that the customers may not get the refund of the ticket after
cancellation. Furthermore, the process is quite ineffective since the customers need to fill up a
form for cancelling and it needs human intervention. In Contrary to that, the ticket cancellation
process that is followed in India railways is quite effective due to the waiting list feature. The
waiting list feature automatically transfers a cancelled ticket to the person in queue or waiting list
thus eliminating the need of any human intervention. The waiting list feature has another benefit
as well. With this feature, even the seller would not suffer any loss. The, data collected from the
online survey proves that customer mainly face problems in ticket reselling. Therefore, the
choice of waiting list as an alternative option is justified in this case.
The seller might not have a problem with ticket cancellation and ticket reselling as it can
work for business profit. This is because the selling back and cancellation of the ticket might
involve a 5 % service charge. Therefore, a series of ticket cancellation and automatic reselling
will sustain the company’s business by providing a profit. This is possible since if a 5% service
charge is levied on every cancelled ticket, the business profits of the ticket seller are expected to
increase as well. If a ticket is cancelled more than one time, the profit percentage increases as
well.

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The Primary website such as Ticketmaster does not have any mechanism of ticket
transfer or sell back. There are a number of problems that a customer might face if he/she wants
to cancel a ticket. If a person is not able to attain any event, the ticket transfer can help a person
in transferring the ticket to a friend or a family member. This will prevent the ticket from going
to secondary market. Thus, the ticket reselling and ticket transfer can be considered as two most
important functionalities that the ticket master needs to incorporate. The waiting list feature will
be beneficial to both the customer and the seller. The waiting list will also help the customer in
knowing whether he/she has any chance of getting a ticket. Thus, the choice of waiting list
technology for eliminating the problems associated with ticket reselling and cancellation is
justified.

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Chapter 6: Conclusion and Recommendations
The research dealt with an important issue related to online ticket bookings. In this era of
internet, the use of online websites such as Ticketmaster for booking tickets of any event has
considerably increased. Although, online ticket booking from these primary websites offer
benefits of ticket booking as per the convenience, certain issues related to ticket cancellation and
reselling can be faced. These issues are identified in the literature review section of research. In
order to collect opinion of people who faced issues with online ticket cancellation, a survey has
been conducted. The results of the survey indicates that majority of the respondents have faced
issues related payment while cancelling a ticket online. As a solution to this problem, the waiting
list feature has been proposed and a prototype for the website has been developed. The waiting
list feature thus proposed has the capability of addressing and eliminating the issues related to
selling, cancellation and reselling of tickets from primary and secondary market. The research
study could address the research objectives by proposing a solution to the identified research
problem. Thus, it can be said that the research is justified.
6.1. Major Contributions of the Study
People who have purchased a ticket online for an event with the intention of attending an
event subsequently find that they are unable to do and wish to cancel their ticket or Resell the
ticket. They may find themselves at a financial loss if they are not able to cancel their ticket or
feel inconvenience if they are not able to easily resell their ticket.
The research question targets these problems faced by customers with an aim to find a
solution to these issue by investigating the exiting cancelation process. This Research will help

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to ease the cancelation process of online tickets which will help the customers to cancel their
ticket hassle free and provide full customer satisfaction.
Thus, major contribution of this research study is solving the issues related ticket
cancelation in primary market and reselling of ticket in secondary market. An enhanced
computing artefact is proposed in this research that can provide convenience to the customers
and sustain ticket sellers business on primary market.
6.2. Limitations of the Proposed Artefact
The limitation of the prototype is that the payment transaction is not included and neither
a payment gate way. The scope of the prototype to show the working of the 2 features that is,
Ticket transfer and Sell back .It is because payment and refund process will take time to build
and making the money transfer and refund will cost more as it deals with making a
bank account and real money. Also, a major problem will be to do multiple transaction because
the ‘n ‘number of times testing is required for developing this functionality.
The second limitation is for the waiting list functionality, waiting list will be activated
only when the event tickets are sold out, so suppose there are 10k tickets for an event, it is
required for 10k people to make an account and book ticket. This is limitation for the artefact. So
in order to just show the working of the functionality, the number of ticket per event is kept
between 2-5 tickets.
6.3. Recommendations
The recommendations for this research study are as follows-

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Improving the Website Prototype: On analyzing the limitations of the proposed artefact,
it is recommended that the website prototype is needed to be improved so that a better prototype
can be made
Further Research on the Technology behind Waiting list: A large scale research is
needed in order to understand the working process of waiting list. Further research can help in
better implementation of the same.

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