1
During the reinstallation process, there should be a link at the bottom of the window to skip the step to insert a product key, so you can complete the installation.
2
Where did you get your Windows licence was that pre-installed on the PC or did you purchase a full retail Windows licence from Microsoft or from a 3rd party retailer?
Or is your Windows licence based on a free upgrade from a previous Windows 7 or 8 licence?