On July 25, 2003 about 1810 central daylight time, a Cessna 172S, N970SP, registered to and operated by Douglas Aviation Inc., as Title 14 CFR part 91 instructional flight, had a hard landing in Olive Branch, Mississippi. Visual meteorological conditions prevailed, and no flight plan was filed. The student pilot was not injured, and the airplane incurred substantial damage. The flight had originated the same day, about 1805. The student pilot stated that he was completing his third of three solo landings, and there was a slight headwind. He further stated that as he approached the runway to perform the landing flare/touchdown he reduced engine power and applied back pressure to the control yoke until the main landing gear touched the runway. He said as he continued to apply back pressure after having touched down, the airplane became airborne again, so he relaxed back pressure to flare again, but upon touching the ground the airplane bounced back into the air. He said there were additional attempts to perform the landing flare, but each time successive bounces occurred. During the last attempt, the student said he added a small amount of power in an attempt to recover and the airplane first impacted on its main landing gear, then it "abruptly" impacted on the nose gear as well. The airplane then leaned forward, and remained on the ground, while at a speed of about 20 knots, incurring damage to the propeller, nose gear and firewall. According to the student, prior to the accident there were no mechanical failures or malfunctions to the airplane or any of its systems.