You could only do that a) if you're running an upgrade install and b) if your current op sys supports an upgrade install. Either way I think you would find the vast majority of people would recommend you run a clean install rather than an upgrade.
Is it an upgrade?
If not, a good way to do it is to make a small partition on your hard disk , if you do not already have one. make a directory called, for example, "Setup". Extract the entire ISo to the folder and run setup from there.
Just be careful, during the initial stages of the setup, that you select the correct disk/partition, to which you wish to install.