The installer that you are running is for a service release and it requires that you first install the release of 2010 Volume 3. You can download the release from the My Keys and Downloads page as long as your key is registered. Once you have installed this you will be able to install the service release without issue.
If you need to register your key you can do so from the product registration page. If you are unsure what your key is or need to obtain a key, please contact sales: firstname.lastname@example.org.
Let me know if you have any questions.